Pay-per-click (PPC) is one of the most popular digital marketing channels that has been around the millennium.
Here is our quick guide to the 80 most important pay-per-click marketing facts and statistics you need to know:
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 that SEO creates (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)
- In 2026, Google Ads cost-per-click rates were up 12% in competitive industries like legal services and insurance (Improvado)
- 68% of retailers are now avoiding certain products within their PPC campaigns based on comparing profitability vs. ad cost (Improvado)
- More than half – 53% – of PPC professionals believe that paid search management is harder now than two years ago (Almcorp)
- PPC spending is projected to surpass $218 billion worldwide in 2026 (DesignRush)
- Google Ads holds 69.04% of the worldwide PPC market (DesignRush)
- Companies that use both PPC and SEO receive 25% more clicks and 27% more profit than using either approach separately (Creative Marketing)
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)
Ad Conversion Rate Statistics
- Google Ads has an average conversion rate of 1.91% (WordStream)
- Breaking it down based on the campaign, Google Ads have an average conversion rate of 4.40% on the search network and 0.57% on the display network (WordStream)
- As opposed to other types of paid advertisements, 63% of consumers will choose to click on Google Ads (Demand Sage)
- When retargeting advertisements through Google Ads, the average conversion rate is approximately 0.7% (MailChimp)
- For Bing Ads across all industries, the average click-through rate is 2.83% (WordStream)
- At the same time, the average conversion rate on Bing across all industries is 2.94% (WordStream)
- The industry with the highest conversion rate on Bing Ads is careers and employment (6.81%), followed by finance and insurance (5.57%) and real estate (5.13%) (WordStream)
- Though Bing has a relatively low CPC for their advertisements, most businesses still receive far more conversions from Google (WordStream)
- 32% of advertisers will say that video ads are the most effective ad format for social media, followed by 26% of those saying image ads, and Instagram Stories at 23% (Search Engine Journal)
- The average click-through rate on Google Ads is 6.42% (DesignRush)
- The average conversion rate on Google Ads is 2.85% (DesignRush)
- Shopping ads for ecommerce businesses have an average conversion rate of 1.91%, while top ecommerce businesses can reach a 4% conversion rate (Creative Marketing)
- Bing Ads have a cost-per-click rate that is 33% lower than Google Ads on average, but delivers comparable conversion rates (Creative Marketing)
Mobile Advertising Statistics
- Mobile devices are projected to drive 62% of ad spend by 2030 (DesignRush)
- 52% of PPC clicks come from mobile (HubSpot)
- Mobile devices account for 70% of search ad impressions in the United States (eMarketer)
- 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 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
- Video ads now make up 42% of total digital ad spend (Improvado)
- 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)
- 91% of businesses use video as a marketing tool (HubSpot)
- 93% of businesses use video ads to attract new customers (Rank Tracker)
Statistics on Landing Pages
- Landing pages that 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)
- 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)
Statistics on Ads in AI Overviews
- Only 5% of SERPs with AIOs also featured PPC ads (Semrush)
- In that same study, 44% of keywords triggered AIOs with text ads, 18.52% triggered AIOs with shopping ads, and 37.04% showed a combination of both text and shopping ads with AIOs (SE Ranking)
- There were 38 total occurrences where AIO linked to a URL featured in a Google Ad, but it wasn’t in the top 100 organic results (Semrush)
- Keywords with lower CPC and search volume often trigger both AIOs and ads, suggesting targeting less competitive keywords may be cost-effective (SE Ranking)
- Text ads at the top are more likely to appear below AIOs (56%) than above (44%) (SE Ranking)
- However, for shopping ads, they appear below AIOs more frequently at 86.97% of the time (SE Ranking)
- Keywords with search volume of 50 or less only trigger AIOs and ads 29.26% of the time (SE Ranking)
- Queries with 3 to 4 words are most likely to trigger both AIOs and ads in SERPs (SE Ranking)
- Queries with the highest ratio of both AIOs and ads were for topics of pets (68%), healthcare (66%), and fashion/beauty (60%) (SE Ranking)
- And queries with the smallest ratio of both AIOs and ads were for topics of relationships (3%), career (2%), and entertainment (5%) (SE Ranking)
- Performance Max campaigns now make up 42% of all spend for Google Ads in 2026, which is up from the 38% marker seen in 2024 (Creative Marketing)
- Marketers who use AI-powered creative suggestions have seen 14% higher conversion rates than marketers who don’t (Creative Marketing)
- The AI LLM tool PPC experts use the most is ChatGPT,<< with 59% using it for ad copy, 39% for keyword research, and 34% for script writing (Almcorp)
Our Collection of Marketing Statistics and Facts
Search Engine Optimization
Conversion Rate Optimization
Content Management Systems
Disclaimer: The statistics on this page have been compiled by our team from various third-party sources for informational purposes only. We do not claim ownership of this data unless cited otherwise.
