Marketing
Google Ads CAC for Indian D2C Brands 2026 — Search & Performance Max
Model this for your store in the Unit Economics Planner.
Search vs PMax
Search wins on intent precision — branded and high-intent commercial keywords are the most efficient single line on most D2C P&Ls. PMax wins on scale and YouTube reach but requires conversion-value optimisation to avoid bid drift.
The branded-keyword question
Bid on your own brand: yes, almost always. The 7–15% incremental conversion typically justifies the spend, and competitors will bid on your brand otherwise.
Frequently asked questions
What's a healthy Google branded CAC?↓
₹40–₹120 for branded keywords on a brand with established recall. Above ₹200 suggests competition pressure or weak brand recall.
Should I move all budget to PMax?↓
No. PMax needs Search as the high-intent floor. The right structure is Search + Shopping + PMax, with PMax capturing incremental scale.
Is YouTube ads worth it for D2C beauty?↓
Yes, for awareness and consideration. Direct-response YouTube CAC is rarely competitive with Meta or Search, but the brand-recall halo is measurable.