65+ Must-Know Pay-Per-Click Statistics (2024): Bing, Google, YouTube, Facebook, LinkedIn & Amazon Ads Stats

Pay-Per-Click PPC Statistics

Pay-per-click (PPC) advertising is one of the best forms of digital marketing. PPC advertising is a great way to deliver specifically targeted ads, generate more traffic to your website, and get quick results compared to SEO (organic traffic). 

The digital ad market space has become so competitive that it makes it difficult for people to notice your ads. Statistics show that an average person is exposed to 6,000 to 10,000 ads daily.

However, not all marketers are sure if it is a great investment, especially if they are a small business. 

This article contains the latest PPC statistics to help you know if paid search ads are what your business needs to boost sales. Also, you will get to learn the latest trends in the PPC ad market and how to key into these trends.

Overall Pay-Per-Click Statistics 

1. About 17% of small business owners have made use of PPC as a medium for advertising since 2016. (source

2. Google Display Network is the world’s leading PPC player. The Display Network Sites reach over 90% of internet users worldwide. It features over 2 million websites and businesses. These websites and businesses are also part of the Google search network. (source)

3. Global social media advertising spending is expected to be worth $358 billion in 2026. As much as marketers and business owners advertise on search engines like Google and Bing, social media is also a key player in the advertising and per-per-click industry. (source

4. Digital advertising revenue is expected to surpass $836 billion by 2026. (source)

5. Mobile internet ad spending is expected to reach $495 billion by 2024. This is an increase from the $276 billion it had in 2020. (source)

6. The revenue of digital search ads (PPC) in the U.S. is estimated to decrease to 8.79% by 2027. (source)

7. The number of visitors generated from PPC ads is 1.5x more than that generated from SEO. (source)

PPC campaigns are a great opportunity for small businesses to get recognized. If your business is just starting, you may not be able to compete with other big brands in the industry. SEO is great, but it is not greater than PPC ads. However, when it comes to cost, SEO is better. 

8. In 2022, Google’s market share reached 58% of the search advertising market. (source)

9. 26% of consumers will click on a PPC ad because it mentions a familiar brand. Brand familiarity affects search click-through rates(CTR) as consumers’ attention is mostly gained through trust. (source

10. Over 93% of Americans use the internet to search for information. (source)

11. In 2022, ad spending amounted to about $95.2 billion out of the $280 billion revenue obtained from the overall online media advertising spending. (source)

12. Ad spending is estimated to reach an annual growth rate of 8.69% between 2023 and 2027, resulting in a projected market volume of $389.80 billion. (source)

13. About 79% of consumers say user-generated content (UGC) influences their buying decisions. User-generated content in the form of blog posts, reviews, or even video and social media content can be used to generate conversions by improving engagements. (source)

14. 81.8% of online users conduct online searches before making any purchase. 78.6% of them go ahead with the purchase. (source)

Most users will do proper research about your brand before reaching out to make a purchase. This gives you the upper hand as a business owner because taking advantage of an online presence helps you become visible to these curious users.

Google PPC Ads Statistics

15. As of June 2022, Google’s search global market share was about 91.88%. (source)

Since it was established in 1998, Google has become the world’s No.1 search engine. It almost runs a monopoly regarding the search engine space; this just goes to show how massive its authority is. 

Over 1 million internet users use Google every day for their regular searches. It is a smart way to get yourself in the marketplace.

16. Over 80% of Alphabet’s revenue (Google’s parent company) comes from Google Ads. (source

For years, Google has been the top leader in online advertising. As of 2022, Alphabet generated about $224.47 billion in revenue from Google Ads alone, out of $282.83 billion of its total revenue. The search engine has advanced to include ad tech tools that allow marketing publishers to make money from advertising.

17. Over 95% of mobile paid ad clicks happen on Google. (source)

This means that your ads tend to do more when they are mobile-optimized. When creating Google ads always ensure that they are optimized for mobile users. 

18. The ROI for Google ads is estimated at 8:1. This means that marketers receive $8 for every $1 spent on the ad. (source

One great advantage of Google ads is that they are targeted toward your ideal audience or niche. Internet users search for things they are interested in. 

This means that when someone searches for an area you specialize in, there is an excellent chance that they are interested in your industry and will likely click on your ad.

19. Google (including YouTube) is the leading digital display ad-selling company. It was responsible for 10.6% of the overall net digital display ad revenues in the United States.  (source)

20. 63% of internet users have clicked on a Google ad. (source)

Google ads allow you to connect and engage with most customers. Additionally, 50% of these internet users are more likely to purchase after clicking an ad. 

What does this mean for your business? It means that your ads have to be more targeted and specific. The value you offer in your ads is what would convince a potential customer to make a purchase. 

21. Small and medium-sized businesses spend between $9,000 to $10,000 per month on Google ads (PPC ads). (source)

22. The daily recommended budget for a typical Google ad (for beginners) is between $10 – $50. (source)

23. The average conversion rate on Google ad campaigns is 7.04%. (source)

It’s one thing to reach your target audience but another to convert this reach to actual sales.

24. The average click-through rate for Google Ads paid search is 6.11%. (source)

25. The average cost-per-click (CPC)  for Google Ads is $4.22. Also, the average cost per lead is $53.52. (source)

26. Google Ads results receive about 65% of the clicks, while organic results only receive the other 35%. (source)

27. In 2019, Google blocked and removed about 2.7 billion ads for going against its ad policy. (source)

Always ensure that for every ad you want to place on Google, you thoroughly read through Google’s ad terms and conditions.

Bing PPC Ads Statistics

Another powerful platform for effective PPC advertising is Bing. It is the third highest-paid search advertising platform, behind Google and Facebook, respectively. Bing is an advertising platform owned by Microsoft. 

28. Bing’s monthly global visitors reduced from 1.4 billion visitors in February 2022 to 1.3 billion in April 2022. (source)

29. Bing’s PPC ad revenue generated about $11.59 billion in 2022. (source)

30. In 2017, Bing had a global monthly search volume of 12 billion. (source

31. During the Q4 of 2021, 29% of the combined search clicks on Bing (Microsoft advertising) originated from mobile devices. (source

32. The click-through rate for shopping ads on Bing is 45% higher than on Google. Bing ads’ CTR is 1.25%, and Google’s is 0.86%. (source

33. As of 2017, the industry with the highest CTR on Bing (in the U.S.) is Careers and Employment with 3.53%. (source)

YouTube PPC Ads Statistics 

34. Up to 55% of marketers use YouTube as part of their marketing strategy. (source)

35. In 2021, up to 81% of Americans used YouTube to watch videos, thus increasing reach. (source)

36. 71% of brand advertisers plan to increase their video marketing strategy through YouTube. (source)

37. YouTube is the No.1 video search platform in the world. It has over 2 billion monthly active subscribers. (source)

38. In Q3 2023, YouTube ad revenue increased to $7.95 billion. This is a 12% increase compared to Q3 2022 (source)

39. 59% of users agree that YouTube ads are more relevant than ads from other streaming apps or linear TV. (source)

40. Video ads are now on the rise. The video ad spend in the U.S. is expected to rise to $105.9 billion by 2027. Between 2023 and 2027, U.S. video ad spending is expected to increase by 37.55% annually. (source)

41. In 2022, the global ad revenue for YouTube was approximately $29.24 billion. The amount was a less than 2% increase from the previous year. (source)

42. As of late 2020, PayPal was the top YouTube ad spender with a budget of about $150 million. Apple closely followed through with a budget of $101.2 million. (source)

Facebook PPC Statistics

43. Facebook’s PPC ads can reach over 2.11 billion people. Facebook is one of the most populated social media platforms in the world. There are about 2.91 billion active users on the platform. However, the number of people it reaches is over 34.1% of the global population, who are over 13 years old. (source)

44. The average cost-per-click (CPC) for Facebook ads globally is $0.35 and $0.28 in the U.S. (source)

45. Facebook’s ad revenue increased by 56% in 2021. The revenue from the social media platform totaled $28.6 billion. (source)

46. As of 2020, there were over 10 million active marketers on Facebook. (source)

47. As of 2020, the average click-through rate (CTR) for Facebook retail PPC ads increased by 6%. (source)

48. 70% of adults in America use Facebook. (source)

49. More than 1 billion stories are posted on Facebook daily. (source)

LinkedIn PPC Statistics 

50. 40% of B2B marketers on LinkedIn agree that the platform is the most effective channel for generating high-quality leads. Also, marketers say they see double their conversion rates when they advertise on LinkedIn. (source)

51. LinkedIn is the number 1 channel for distributing business content. About 92% of B2B marketers use LinkedIn to distribute content. (source)

52. LinkedIn currently has a user base of 745.84 million, and it is expected to increase to 824.43 million by 2027. (source)

The fact proves that LinkedIn is an excellent opportunity for B2B businesses to reach potential customers. LinkedIn is a popular platform for business professionals to network and expand their business.  

53. An average ad on LinkedIn can reach about 14% of the world’s population. (source)

54. Out of $5.09 billion, LinkedIn owned 32.2% of the U.S. B2B display ad spend in 2021. This is the largest show owned by a B2B platform. (source)

55. The global CPC benchmark on LinkedIn is $5.58. (source)

56. Before the end of 2023, LinkedIn is expected to cross the $2 billion threshold in B2B ad revenue. (source)

57. Companies using LinkedIn PPC ads say that they have seen a 33% increase in purchases due to exposure on the platform. (source)

Amazon PPC Statistics

Amazon is one of the world’s highest-selling platforms. Almost everyone on Amazon is selling or advertising something. 

So, you need to equip yourself with the right information to get the best out of your PPC ad strategy. 

Out of the 9.7 million sellers on Amazon, only 200,000 earn more than $100,000 in sales.

58. In 2021, Amazon became the leading global e-commerce market with a profit of $131,019 million (source)

59. Amazon PPC ads’ average click-through rate (CTR) is 0.35%. (source)

60. 31% of online shoppers in the U.S. say that they find Amazon-sponsored ads very helpful. (source)

61. In 2022, the global ad spend for Amazon ads was $42.2 billion. The amount rose from $32.5 billion in the previous year. (source)

This shows that many more marketers and businesses are investing part of their marketing budget in Amazon ads.

62. Amazon’s global net sales are valued at $513 billion. (source)

63. As of October 2023, the number of monthly visitors to the Amazon website is estimated at 233.46 million per month. It is the 4th most visited multi-platform in the U.S., following Google, Microsoft sites, and Facebook, respectively. (source)

64. Amazon’s total online retailer ad spend amounted to $20.6 million in 2022. (source)

65. Amazon generated $37.7 billion in advertising worldwide in 2022. (source)

66. Amazon has an 11.3% share of the U.S. net digital revenue. (source)

Latest Trends to Boost Your PPC Ad Campaigns 

The PPC ad statistics listed in this article prove that PPC campaigns are growing and evolving into what we used to know. The goal of every profit-making organization is to make a profit. Business marketers are now including PPC ad campaigns in their advertising strategies. 

With the growing number of PPC ads, you want to ensure that your ads reach the mark. This means you must be up-to-date on the latest changes and trends from the PPC ad platforms. 

Not all platforms have the same trends. Each platform has its unique changes to give marketers and customers a better experience. Knowing these trends will give you an edge over your competitors. 

1. Use of Voice Search

One significant trend in retail marketing and PPC advertising is the increase in the use of voice search. The value of the Smart Speaker Market is expected to rise to $20.72 billion by 2025.

With the rise in voice search, voice shopping will also become popular among online shoppers. Voice Search is set to target local businesses specifically. 

Therefore, your PPC ads should use conversational keywords and language. Simple words and languages would be easy to optimize from text to voice search. 

Furthermore, voice shoppers use question-oriented keywords to search for information about products and services. 

Question-oriented keywords are often long-tailed and more specific. For example,  a user may use a voice search to ask, “Where can I find a clothing store in San Francisco?”

2. More Specific Audience Targeting

The online marketing industry has been challenged with getting more engagements and high conversions. 

Therefore, marketers are focusing on their target audience instead of just keywords. 

The marketplace is very broad and you need to identify your target audience’s most important specific traits. 

In previous years, the goal has been to create ads that please the ad platform’s algorithm. However, the system is changing very rapidly, and advertisers have to reevaluate their focus areas in terms of content and strategy. 

Also, this new change is unavoidable because algorithms will now prioritize content that gives value to the target readers. Therefore, you create ads with the user’s search intent in mind. 

This is a great advantage for both marketers and consumers as the former is charged to bring out their inner creativity and create compelling ads. 

You can not create a compelling ad that speaks to your target audience if you haven’t studied them and put their needs first. 

This trend is here to stay as it is from 2024 and beyond. 

3. The Rise of Mobile-Friendly Ads

Mobile-optimized ads are more likely to get more clicks in paid search advertising. This is because mobile searches are rising as desktop searches decrease. 51.2% of all searches are from mobile devices. The global mobile ad spend is expected to rise to $399.6 billion by the end of 2024. 

Looking at these statistics, you will see that there is a rapid rise in mobile ads. If your ads aren’t mobile-optimized, you are missing a lot. 

Also, your website has to be mobile-friendly for convenience. Not everyone can easily access a computer. But they can easily access their phones and tablets. One of the key ways to boost your ad campaigns is to boost user experience. This means that whatever you are doing, ensure that your PPC ad campaigns are optimized for mobile device users.

4. Integrated SEO and PPC

Organic search is great. Paid search is great. But what happens when you combine both of them? Marketers started experimenting with both search campaigns to see how it would turn out. The results were so massive that it is now one of the hottest trends to look out for in PPC advertising. 

Your paid search campaign tends to do even better if it is built around your best-ranking content. You can also create engaging content based on your top-performing copy to boost your ranking. 

5. Virtual Reality

Online brands are beginning to “innovate” by including virtual reality to boost users’ overall shopping experience. Through VR ads, consumers can get the chance to experience the product before purchasing it. 

However, VR may not be for all industries just yet. It is suitable for most tech industries. In the next few years, other industries are expected to incorporate virtual reality into their paid search ads. 

VR technology focuses on the user’s eye movement. For example, a user staring at an ad for a long time can trigger it instead of clicking on it. 

With VR, marketing researchers can get rich data. They see the performance of the existing ads and know which ones are most successful and which are not.

6. More Inclination to First-party Data 

There is always a growing need to protect customers’ privacy and personal data. Therefore, third-party browser cookies have been restricted from accessing consumer data. 

So now instead of getting relevant information from a third party, businesses have to collect the data by themselves. 

Google, Facebook, YouTube, and other ad platforms have begun limiting the data quality they give businesses through third parties. This move is excellent because it encourages marketers to use creative lead-generation techniques to get customer data. Some of these techniques include:

  • Subscriptions
  • Google Analytics 
  • Surveys
  • Customer Feedback 
  • Customer relationship management (CRM)

Marketers need this valuable customer data to understand and get to know their target audience.

7. Increased Turnover to Bing Ads

Over the years, Microsoft’s Bing has lived in the shadow of Google. But now, it is finally getting the recognition it deserves. Marketers are more likely to turn to Bing, now known as Microsoft Advertising, because the ad platform has expanded its reach. It offers more in terms of data collection, audience identification, and advertising. 

This comes at the right time as Google has changed its policy to become more private with its web visitors tracking data. 

If you haven’t considered adding Bing ads to your paid search ads plan, you are missing out on a great opportunity to boost sales. Investing your time and effort in Bing ads is a smart risk you should consider. The search engine still holds a 7.2% market share and has a wide audience base who are “30% more likely to shop online than the average internet user”.

8. Specified LinkedIn Targets

For LinkedIn, running paid search ads on a business-oriented social media platform means you have to be on your toes with your ads. You should give a more conscious target to an  entrepreneurial audience 

As more people are quitting their 9-to-5, entrepreneurs (and solopreneurs) are rapidly growing. If you want to reach a large audience on LinkedIn, your primary target audience should be entrepreneurs. 

Because your targets are possibly new-time entrepreneurs and small-scale business owners, your main focus should be on the value you offer. You could offer a webinar signup, an ebook download,

Regarding PPC ad trends, various powerful changes could affect your ads’ performance if you do not adapt early enough. 

Every ad platform is looking for innovative ways to boost users’ experience; marketers are looking for ways to attract and engage potential customers. But the intelligent ones are looking forward to the new trends and are already creating a much better-paid search marketing strategy.

9. Artificial intelligence and Automation

The use of AI tools has been gaining ground in the past years, even up until now.

This is the missing piece that will help business owners optimize for keywords and even content.

Artificial intelligence tools will take up the responsibility of helping properly analyze and even predict your click-through rate generated through PPC. It would put everything into perspective and align your work with your goals as a brand owner.

10. Diversification

This is one of the most profitable marketing strategies that will continue to gain ground in 2024. Diversification is all about combining different resources in platforms, tools, and operations to give you promising results.

There is a greater chance of achieving your brand goal when you are willing to try out new strategies and be as flexible as possible.

One thing that is a must when it comes to consumers and even search engines is evolution.

Hence, you must be ready to adapt to advertisements through various platforms and not solely depend on one. The idea is to test out as many strategies as you can and then choose what works best for you or use them simultaneously.

11. Remarketing

This is the act of personalizing targeted ads to already existing customers. Remarketing is one strategy that has been used and will be used even more in the future.

The target of this strategy is any old customer. Customer retention requires that you keep your customers engaged, and this is exactly what remarketing does.

Ads are delivered to these customers even if they have already left your website. Through display ads, you get to keep your audience interested effectively, and as we can all agree, attention is all you need to make sales when it comes to marketing.

FAQS On PPC Ads

1. Why are PPC Statistics Important?

Pay-per-click (PPC) advertising is one of the best forms of effective digital marketing. PPC advertising is another way of boosting online visibility in search engines better than SEO. 

PPC ads are more likely to generate leads ready to convert to paying customers. 

Most businesses are not convinced about the success of PPC ads, nor do they know whether it is a good marketing investment or not. PPC statistics show you real facts about the results paid search ads bring and how this form of advertising is widely accepted around the world. 

The statistics show you what to expect from a PPC ad campaign and let you decide if you should go into it or not. 

2. Is SEO better than PPC?

Search engine optimization (SEO) helps your content rank high organically. In SEO, you optimize your ad copies and your content for search engines to rank it high. It is more effective for localized searches and to boost your online presence. 

However, pay-per-click (PPC) requires you to pay ad fees to boost your content to the front of your target audience. There is no specific answer to which one is better. 

Each of these searches is more suitable in different situations. For example, organic search (SEO) is most suitable for your business if your advertising budget is low and you want to establish your brand authority. 

Paid search (PPC), on the other hand, is better for your business if you want to get quick results and promote a limited offer – like limited special products or holiday discount sales. 

You can also use PPC if you want to direct your audience to your sales page or landing page. 

Although SEO takes time to give you results, it is still a great way of maximizing your ROI in the long term. 

But instead of deciding which one is better, you can combine both strategies to maximize your revenue and increase your results.

SEO may take a while to see results. PPC shows results almost instantly. 

3. What are the Best Platforms for PPC ads?

There are various platforms to run your PPC campaigns, from search engines to social media platforms. It all depends on your goals for the campaign and where your target audience hangs out. 

However, some platforms top the chart because they have a very wide audience reach and are among the most popular online platforms in the world. They include:

Both Google ads and Facebook share over 60% of the total global revenue in the paid ads market. 

4. What is the Future of PPC ads?

The future of PPC ads is not fully clear. But one thing is for sure: it is evolving into something better than what we used to know. 

PPC strategy is here to stay, and it is becoming better than ever. 

Marketers need to be up-to-date on these changes to stay on the competitive side. 

  • Automation in PPC advertising will keep rising. 
  • There will be video ads as the need keeps rising.
  • The emergence of AI and AR is certain to be widely accepted. 
  • The need for more mobile-optimized apps will increase. Users want to enjoy the mobile experience.
  • More customer-oriented content and ad copies will be produced.
  •  There will be a rise in first-party data as third-party cookies can no longer access users’ data. 

5. How Do You Measure the Success of PPC Ads?

As a marketer, you would want to know if your PPC ad campaign was worth the investment or not. This means you would have to track and analyze each performance’s effectiveness to maximize your return on investment (ROI). 

Understand the key PPC Metrics

Once your ad is active, some statistics are available under each ad campaign to show you its current performance. These metrics include:

  • Clicks: it shows you the number of times people clicked your ads. 
  • Click-through-rate (CTR): it shows the number of clicks received on the ad per the number of impressions
  • Cost-per-click (CPC): it shows the average amount of money spent per ad click.
  • Cost-per-conversion: it shows the average amount it costs to drive each conversion.
  • Conversion rate: this one shows how frequently a click resulted in sales.
  • Impression share: it shows how often your ads are displayed for a keyword.
  • Quality score: this metric shows you how Google rates the quality and relevance of your ads based on the keywords used.

Define your goals

Now you know the matrix, the next thing is to check if it aligns with your business goals. In fact, before launching your PPC ads, you should clearly define your goals. Identify what the campaign is supposed to achieve. Is it more sales? More impressions or more website visits? 

6. How can I Improve My PPC Ad Results?

When you have measured your ad’s performance and see it isn’t doing as well or as much as you expected, you can improve it. 

There are various ways of improving the results.

  • Accurately and specifically target a location. Ensure that the location is accurate. 
  • Increase your bidding, especially if you are advertising in a competitive space like Google ads and Facebook.
  • Change the CTA to something urgent. Simply putting “click here” almost has no effect. Your CTA should be clear and specific. You should say, “Click here to get your discount now”. It sounds more urgent and specific.
  • Update your ad copy to sound more compelling. Your ad copy may not be persuasive enough. Revisit your ad copy and see if it addresses your target audience’s needs. If you are unsure, you can hire a skilled copywriter to take a look and rewrite it for you.
  • Check if your ad is more relatable to your target audience. You could change the colors, design, or even the visual content. 

7. How do PPC ads Work?

PPC ads work in a simple, straightforward format. Advertisers pay a fee anytime someone checks on their runout. PPC ads are those you see at the top of the results page anytime you type in a query on the search engine. They always have an “Ad” tag beside the company’s website. 

PPC ads come in different formats – search ads, display ads, Gmail ads, video ads, and shopping ads. However, the way they work remains the same. 

  • Choose a platform and sign up for its advertising account.
  • Create the ad you want to run. You also select your ideal location, target audience, and keywords.
  • Adjust your budget, i.e. cost you’re willing to pay per click.
  • Your ad is set up for auction with other ads that are bidding on the same keywords as you are.
  • After the auction, the ads are displayed in the order they will be shown.
  • Your ad is ready for launch. You can now pay whenever someone checks your ad.

Start Running Your PPC Ad Campaign

From the PPC statistics and the trends revealed in this, you should now know that PPC advertising is still the big thing, and it is here to stay. Your digital marketing plan should also include paid traffic. 

Reread the statistics and trends to understand how to plan and what to expect. The paid search advertising market is very fruitful, and you should get your own portion of the harvest from it.

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Avatar of Valentine Okoronkwo

My mission is to help entrepreneurs create passive income systems online so we can ALL make a BIGGER impact while having MORE time to spend with those we love.

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