ppc stats 2024

Here is our quick guide to the 60 most important pay-per-click marketing facts and statistics you need to know for 2024:

General PPC Statistics

  • PPC has an average of 200% return on investment (ROI) (SmallBizGenius)
  • 90% of internet users will see a Google Advertisement (WebsiteBuilder)
  • Paid advertising channels with the highest reported ROI are Facebook Ads and Google Ads (WordStream)
  • The traffic that comes from PPC advertising converts 50% better than organic advertising does (Moz)
  • PPC is known to generate double the number of website visitors than SEO does (HubSpot)
  • The average click-through rate (CTR) for an ad on search across all industries is 3.52% (Galactic Fed)
  • On average across all industries, businesses make $2 in revenue for every $1 they spend on Google Ads (Google Economic Impact)
  • The average cost per click for Google Ads is $2.69 for search ads (WordStream)
  • PPC ads boost a business’s brand awareness on average by 80% (HubSpot)
  • 45% of small businesses utilize PPC advertising (Rank Tracker)

Local Service Ad (LSA) Statistics

  • 46% of all the searches on Google are seeking local information (Social Media Today)
  • The number of good reviews that you receive and the credibility the business has is more important than the ranking of LSAs (iLawyer Marketing)
  • 25.3% of all clicks are on paid results when LSAs are present (BrightLocal)
  • Nearly 80% of consumers want their LSAs to be organized according to their city, zip code, or their immediate surroundings (Think with Google)
  • Your Google Business Profile (GBP) needs to have at least one review before your LSAs can go live (Google)
  • More than 70 types of businesses can now use LSA (Google Blog)
  • When LSAs are not present, you can expect organic results to receive approximately 50% of clicks (Search Engine Journal)
  • 81% of people clicked above the organic ranking position for SERPs that have LSAs (BrightLocal)

Responsive Search Ad (RSA) Statistics

  • The more headline variants that you have for your RSAs (as of 2023, you can have up to 15!), the more impressions you can receive per RSA (Optmyzr)
  • Including ad customizers or even DKI can lead to an overall decrease in performance (Optmyzer)
  • To find a sweet spot for the best results, having 2 RSAs per ad group is recommended to improve your conversion rate (Optmyzer)
  • Excessive pinning is known as one of the main causes of decreased RSA strength (Google Ads Help)
  • Ad groups with RSAs are expected to have a click increase of 5 to 15% (Perfect Search Media)

Mobile Advertising Statistics

  • 52% of PPC clicks come from mobile (Lunio)
  • Mobile devices account for 70% of search ad impressions in the United States (eMarketer)
  • 60% of all mobile users will click on a PPC advertisement at least once per week (Business Insider)
  • More than 75% of U.S. consumers are going to spend up to two hours watching short-form videos on their mobile devices (eMarketer)
  • 33% of all U.S. mobile ad spending goes to Google (MediaPost)
  • $251 billion of the total search ad spend is estimated to come from mobile devices by 2028 (Statista)
  • 59% of searches on the internet come from mobile devices (HubSpot)

Display Ad Statistics

  • The Google Display Network is one of the leading PPC players with over 2 million websites featured (Google Ads)
  • Consumers are 155% more likely to search for terms related to a brand when exposed to display ads (WordStream)
  • When a search is conducted after viewing a display ad related to the search, there’s a 59% increase in conversion (LocaliQ)
  • 27% of consumers are likely to search after seeing a display advertisement (LocaliQ)
  • The digital advertising spend worldwide is expected to reach $526 billion in 2024 (eMarketer)
  • The average click-through rate across all industries on Google Ads is 0.46% for display ads (WordStream)
  • The average cost per click in Google Ads is $0.63 for display ads (WordStream)
  • 55% of small businesses use display ads (HubSpot)
  • More than 80% of the internet audience worldwide is reached by Google display ad campaigns (Rank Tracker)

Video Ad Statistics

  • 96% of individuals report that they will watch an explainer video to learn more about a product or service (HubSpot)
  • Out of the 96% of people, 89% of them will make a purchase based on a video (HubSpot)
  • 31% of small business marketers do not invest in digital marketing video techniques because they do not have a strategy (SERPwatch)
  • 52% of consumers report being more confident in their purchases when a video accompanies the product (SERPwatch)
  • 83% of marketers recommend that videos should be less than a minute long (HubSpot)
  • 51% of people are more likely to share videos than any other content type (OptinMonster)
  • $34.50 is the estimated average ad spend per internet user in the video advertising market in 2024 (Statista)
  • $34.40 billion is the projected TV ad spend in video marketing in 2024 (Statista)
  • 91% of businesses use video as a marketing tool (HubSpot)
  • More than 9 out of 10 people in 2023 stated they want to see more online videos from brands (HubSpot)
  • 93% of businesses use video ads to attract new customers (Rank Tracker)

Statistics on Landing Pages

  • Landing pages that are going to contain a video are inclined to have an 86% increase in conversion rates (SERPwatch)
  • 52% of B2B PPC advertisements point to the home page instead of a landing page (Findstack)
  • When you have competing offers on a landing page, your conversion rate can decrease by approximately 1.5% (Findstack)
  • The average CTR of images without text is 52% higher than images with text (ThriveMyWay)
  • 2 out of 10 people are going to read your entire landing page, but 8 out of 10 people are going to read the headline (ThriveMyWay)
  • Your landing page copy should be anywhere between 250-300 words if you are selling complex goods or services that need more explanation (HubSpot)
  • The average landing page conversion rate across all industries is 5.89% (HubSpot)
  • 33.7% of marketers are seeing higher landing page conversion rates in 2023 than in 2022 (HubSpot)
  • 38.6% of marketers say video is the #1 landing page element that impacts conversion (HubSpot)
  • A PPC landing page with personalization will be 5% more effective (Rank Tracker)

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