Cannabis dispensaries run hotter because of state-by-state compliance. Headshops run cooler because Google Ads is selective rather than blocked. CBD/hemp DTC sits at base — the lead vertical.
1.0×
CBD / Hemp DTC
Lead vertical. Federally legal hemp-derived CBD (≤0.3% THC) under the 2018 Farm Bill. Google Ads broadly disallowed, Meta age-gated, Pinterest restricted, payment-processor friction. Long-tail blog and AEO citations carry most of the pipeline.
1.2–1.4×
Cannabis Dispensary
State-by-state legality, no Google Ads, no Meta paid, local-pack and Weedmaps/Leafly the dominant discovery surfaces. Programmatic location pages and review velocity drive results. Higher multiplier reflects compliance copy and citation-source vetting.
1.0–1.3×
Vape / Snus / Nicotine
No Google Ads in most regions, age-gate enforcement, 21+ checkout, FDA PMTA constraints (US vape). Snus/pouches more permissive in EU and CH. Long content with regulatory citations + on-page age verification builds trust and indexability.
0.7–1.0×
Headshop / Cannabis Accessories
Selling accessories (bongs, grinders, papers, vaporizers) is generally permitted but Google Ads selective. SEO-leaning channel mix, lower compliance overhead than CBD-ingestible products, fast cycle to results.