PPC Statistics You Need to Know In 2024

50% of people arriving at a retailers site from paid ads are more likely to buy than those who came from an organic link.


One-third of people (33%) click on a paid search ad because it directly answers their search query.


89% of the traffic generated by Google Ads is not replaced by organic clicks when ads are paused.

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General PPC Statistics

(Social Media Today, 2018)

40% of brands and agencies say that their ppc budget is lower than where they actually want it to be

(Google, 2021)

The traffic for location-based businesses has increased from 19.2% to 28.8% between Jan 2020 and July 2021.

(Statista, 2023)

Advertisers are projected to spend $190.5 billion on search advertising globally in 2024. 

(WordStream, 2020)

Adverts placed on the Google Display Network reach up to 90% of internet users.

(Hanapin Marketing, 2019)

79% of marketers say PPC is hugely beneficial for their business.

(Hanapin Marketing, 2018)

62% of marketers stated they will increase their PPC budgets for the following year.

(Statista, 2019)

In 2019 approximately 25.8% of global internet users were using ad blockers.

(WordStream, 2018)

Bing’s average CPC is $1.54, 33% lower than Google Ads.

(PayScale, 2020)

The average PPC salary in the US is $49,941 per year.

(Kalungi, 2023)

79% of all B2B SaaS companies use PPC campaigns as part of their lead generation strategies.

(Statitsa, 2018)

Ad blocking in the US has increased from 15 percent to 30 percent since 2014.

(Statista, 2019)

Search advertising on mobile is expected to reach $22.8 billion in 2020.

(WordStream, 2023)

Search ads increase brand awareness by as much as 80%.

(QuickSprout, 2019)

 62% of B2B marketers say LinkedIn ads are effective at generating leads.

(PR Newswire, 2019)

Millennials and Gen Z are more likely than Baby Boomers to click on paid search ads displayed above organic results. 

(Clutch.io, 2018)

45% of small businesses invest in pay-per-click (PPC) advertising.

(Search Engine Land, 2019)

Text ads the most popular with 49% of users clicking them.

(State of PPC 2019/2020, 2019)

74% of brands say PPC is a huge driver for their business.

(State of PPC 2019/2020, 2019)

64% of brands are planning to increase their PPC budget in the next 12 months.

(PPC Resellers, 2019)

46% of Internet users can’t readily tell the difference between PPC ads.

(Unbounce, 2019)

PPC visitors are 50% more likely to purchase something than organic visitors.

(Search Engine Journal, 2022)

The legal industry has the highest average cost per action at $73.70.

(AdAge, 2019)

Google and Facebook still hold the largest share of total U.S. digital ad spending, with 37.2% and 22.1%

(Statista, 2019)

Companies spent $106.5 billion on search advertising globally in 2019.

(Neil Patel, 2019)

72% of companies haven’t looked at their ad campaigns in over a month.

(WebFX, 2022)

46% of clicks go to the top 3 paid ads on the search results page.

(WordStream, 2019)

52% of PPC clicks come from mobile.

(Mobile Marketer, 2019)

70% of all paid search impressions are on mobile.

(Clutch.io, 2018)

77% of users are confident they can recognise paid search ads.

(Clutch.io, 2018)

75% of people say paid ads make it easier to find the information they are searching for.

(Clutch.io, 2018)

26% of people click on a paid search ad because it mentions a brand they are familiar with.

Google Ads Statistics

(Clutch, 2019)

75% of people say paid ads make it easier to find what they need. 

(Google, 2018)

For every $1 spent on Google Ads, businesses earn an average revenue of $2.

(Wishpond, 2018)

In 2018, 72% of Google AdWords marketers plan to increase their PPC budget.

(WebFX, 2022)

50% of users can’t tell the difference between paid results and organic results.

(Google Investor Relations, 2018)

About 97% of Google’s total revenues come from Google Ads advertising.

(WordStream, 2022)

The average click-through rate for an ad in the first position is 6.30%.

(WordStream, 2018)

The average CPC in Google Ads is $2.69 on the search network and $0.63 on the display network.

(Search Engine Journal, 2019)

39% is how much paid search accounted for in advertisers’ budgets, making it the top digital channel. 

(Search Engine Land, 2019)

Google took down 2.3 billion bad ads in 2019.

(Google, 2023)

Google handles more than 8.5 billion searches per day. 

(PPC Paid Media Survey, 2019)

Google Ads is the most popular PPC network with digital advertisers.

(State of PPC 2019/2020, 2019)

96% of brands are spending money on Google Ads.

(State of PPC 2019/2020, 2019)

77% of marketers will increase their spend on Google Ads over the next 12 months.

(Search Engine Land, 2019)

49 percent of people said they click on text ads; 31 percent on Shopping ads; and 16 percent on video ads.

(Clutch.co, 2019)

People are four times more likely to click on a paid search ad on Google (63%) than on any other search engine – Amazon (15%), YouTube (9%), and Bing (6%).

(WordStream, 2019)

The average click-through rate in Google Ads is 3.17% for the search network and 0.46% on the display network.

(WordStream, 2019)

On average, small businesses that use Google Ads spend between $9,000 and $10,000 per month.

(Smart Insights, 2019)

Google Shopping ads make up around 76.4% of retail search ad spend.

(Statista, 2018)

The highest average CPC for Google Ads belongs to the legal industry.

(Statista, 2018)

The lowest average CPC for Google Ads belongs to the eCommerce industry.

(WordLead, 2018)

Google Ads receives 65% of the clicks with keywords that start with buying keywords.

(Statista, 2018)

Google made $116.5 billion revenue from Google Ads in 2018.

Amazon Ad Statistics

(eMarketer, 2020)

12% of the total ad spending is Amazon’s US ad search revenue share.

(Statista, 2022)

Amazon earned $37.7 billion in ad revenue from the US in 2022. 

(AdBadger, 2019)

The average CTR on Amazon is 0.36%.

(MediaPost, 2019)

Sponsored Products and Sponsored Brands clicks convert at more than three times the rate of Google Shopping ad clicks. 

(AdBadger, 2023)

Amazon has an average CPC of $0.77.

(AdBadger, 2019)

The average Amazon PPC conversion rate is 9.47%.

(Merkle, 2018)

85% of ad spend on Amazon is on sponsored products.

(eMarketer, 2019)

66% of product searches start on Amazon.

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