Electronics: POAS, COGS and margin benchmarks
Electronics sell at high prices, on thin margins, in Shopping results where shoppers compare prices side by side. In Triple Whale's Google Ads benchmarks, the median electronics brand had an order value of $127.02 over the year to July 2026, while its median cost of acquiring a customer rose 17.49% to $39.72. In a Numerator survey of recent buyers, 47% said they were waiting for deals. Fees, fraud, warranties and returned devices that can't be sold as new all come out of a small margin after ROAS has counted the sale. The pages below cover what a healthy return looks like, what belongs in an electronics store's cost of goods, and how to scale spend where your price and margin can win.
The questions, with sourced numbers
- What's a healthy POAS?
What POAS electronics and gadget stores need on Google Ads when high order values sit on thin margins and small ROAS changes flip profit.
2.91Median Google Ads ROAS - What counts as COGS?
Unit cost, tariffs, warranty reserve, payment fees and open-box losses: which electronics costs belong in COGS when measuring POAS on Google Ads.
61.23%COGS as a share of revenue - How do you scale spend profitably?
How to scale Google Ads for an electronics store on profit: bid where your price competes, attach accessories, and set targets from thin margins.
47%Electronics buyers waiting for deals
Background reading
- What Is POAS (Profit on Ad Spend)? Full Definition
- ROAS vs POAS: Which Metric Should You Actually Use?
- ROAS vs POAS: The Metric Killing Your Shopify Profits
- How to Calculate Break-Even ROAS (With a Worked Example)
- Shopify COGS Setup: How to Track Cost of Goods Sold
- Google Ads for Shopify: The Complete Profitability Guide
- Wasted Ad Spend in Google Ads: How to Find and Fix It