Break-even ad rate by price and cost
The highest ad rate that still leaves a profit, most categories, no Store, no shipping:
| Item price | Cost 25% of price | Cost 50% | Cost 75% |
|---|---|---|---|
| $20 | 59.4% | 34.4% | 9.4% |
| $50 | 60.6% | 35.6% | 10.6% |
| $100 | 61% | 36% | 11% |
| $200 | 61.2% | 36.2% | 11.2% |
Above these rates an ad-attributed sale loses money. eBay charges the ad rate on the total amount of the sale, so shipping you charge lowers the break-even rate.
How it works
In a general campaign eBay charges your ad rate on the total amount of the sale (item price, shipping you charge and sales tax) when the item sells through the promotion. Your profit is that total minus eBay's final value fee, the per-order fee, the ad fee, your item cost and the shipping you pay. This page raises the ad rate in 0.1% steps and shows the highest rate that still leaves a profit of zero or more. For cost-per-click ads, the most you can spend per sale is your profit before ads, and the break-even return on ad spend is the sale total divided by that amount.
Worked examples
- A $50 item that cost you $20, no shipping: eBay's fees are $7.20 (13.6% + $0.40), leaving $22.80. The ad rate can go up to 45.6% before the sale loses money; at 10% you keep $17.80.
- A $30 item with $5 shipping charged, $5 postage and a $12 cost: fees $5.16 on the $35 total leave $12.84, so the break-even rate is 36.6%. A cost-per-click campaign can spend up to $12.84 per sale, a break-even ROAS of 2.73.
- Cheap items with thin margins leave little room: a $20 item that cost $15 breaks even at 9.4%, and any ad above that loses money on every promoted sale.
Common questions
What ad rate should I use on eBay Promoted Listings?
Any rate below your break-even rate keeps the promoted sale profitable; this page finds it from your price and costs. eBay lets you choose from 2% to 100% in a general campaign. How high to go depends on how many extra sales the ad brings, which only your own results show.
Is the Promoted Listings fee charged on shipping?
Yes. eBay charges the ad rate on the total amount of the sale, the same total the final value fee uses: item price, shipping you charge and sales tax. So charging shipping lowers your break-even rate.
When do I pay the Promoted Listings fee?
In a general campaign, only when the item sells through the promotion. Sales that do not come from the ad pay no ad fee, so your average cost per sale is lower than the rate on promoted sales.
What is a break-even ROAS?
Return on ad spend is sales divided by ad cost. Break-even ROAS is the sale total divided by your profit before ads: below it the ad costs more than the sale earns. A $35 sale with $12.84 profit before ads needs a ROAS of at least 2.73.
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Sources
- Source: eBay selling fees (Checked 2026-10-19)
- Source: eBay Promoted Listings general strategy (Checked 2026-10-19)