46 PPC Stats to Empower Your Marketing Strategy in 2024

Many things have changed since the first online ad appeared in 1994. Now, online ad the new frontier in advertising, surpassing traditional advertising in print and TV in many aspects.

Since then, countless advertising strategies have popped up, like PPC, which stands for pay-per-click marketing. Generally, most ads you see all over the Web and in apps are PPC. Companies and brands pay platforms to direct visitors forward a sales funnel. 

The following stats will show you some breathtaking details about PPC that you probably didn’t suspect.

Editor’s Choice

• As of 2021, Google owns 92% of the global search market share.
• Paid advertisements have a 200% ROI.
• PPC generates twice the number of visitors compared to SEO.
• Ads can increase brand awareness by 80%.
• 65% of customers click on PPC ads.
• 93% of Americans use the Web to find local businesses.
• In 2022, 54% of ad expenditures will be online.

How Does PPC Affect Marketing Strategy? 

PPC is a hit with marketers for its cost-effectivity. As a business, you only need to pay if a user actually reaches your website from the ad. As a powerful marketing tool, it helps:

• Raise brand awareness
• Drive traffic to your website
• Boost sales

Moreover, the added bonus of targeting also helps marketers adapt their ads to their target demographics, leading to a more robust marketing campaign.

Eye-Opening PPC Stats for 2023

You can do many things if you are keen to build a successful PPC campaign throughout 2023.   

Start with the following statistics surrounding pay-per-click ads’ effectiveness, usage, and revenue. 

1. Customers are up to 70% more likely to buy your product when you use retargeting.

(Web FX)

Based on these PPC stats in 2022, you can only afford to include remarketing in your overall PPC strategy.

Remarketing is communicating with consumers that have already interacted with your brand to urge them to take a possible interest-inspiring action, like converting.

Google Analytics is an excellent tool, allowing you to segment your audience for the most effective campaign possible.

2. Over 50% of ad clicks happen on mobile devices.

(Web FX)

Over 40% of online transactions now happen on mobile, so more businesses must pay more attention to mobile optimization and PPC strategies as they go hand in hand.

Of course, websites need efficient and functional devices (mobile or PC) to maximize ROI when implementing pay-per-click campaigns. 

Mobile devices comprised 49.78% of all web visitors, with PCs accounting for 50.22%. Sites should be fast and functional on mobile and desktop to maximize ROI and PPC campaign effectiveness. 

3. Combining audience with remarketing campaigns boosts conversion rates by 40%. 

(Web FX)

Consider diversifying your audience on Facebook or Google ads for better returns.

You can rely on the platforms since most of the process is automated. You only have to provide the data; they will do the rest.

Technology and software have truly made marketing easier for the industry. 

Now that customer demographics are quantifiable, numbers are easier to churn and make way for identifying the most effective campaigns. 

4. MBs invest between $9,000 and $10,000 on PPC monthly.

(Web FX)

The figures above are reasonable estimates for the cost of PPC ads, but they can change. 

Marketers must re-assess their budget to confirm if PPC is appropriate for their businesses. However, Google-based PPC might cost lower. 

Lunio reported that 40% of brands don’t allocate much money for pay-per-click ads—which may keep you from generating the desired results. 

Like most marketing methods, there’s a right way to do pay-per-click marketing—one that every business owner must study to make their money worth it. 

5. Featuring over 2 million websites, the Google Display Network is the leading PPC player.

(Google Ads)

These figures refer to the number of businesses and websites in the Google search and ad display network. 

It’s also worth noting that Google owns 92% of the search engine market, including paid and organic search. Display campaigns alone reach over 90% of all internet users worldwide. About 94% of them are US-based.

This figure is expected when you begin to consider Google’s reach. It has also built its credibility as one of the most significant search engines worldwide, with nearly 7 billion queries daily.

However, Google isn’t the only player in the PPC market. Bing, Amazon, and YouTube also have their model for PPC advertising.

6. When exposed to display ads, customers are 155% more likely to search for brand-specific terms.

(SERP Watch)

About 40% of all clicks on the first page of a search engine are for the top 3 ads at the top, according to recent PPC statistics in 2022.

All these ad exposures unconsciously push consumers to look for brand-specific items whenever necessary, proving that display ads work. 

However, buying Google’s top 3 doesn’t automatically get you paying customers. You should ensure your marketing team knows your customer base and competition well.

Writing #PPCAds can be challenging

So we've broken down our 5 top tips for writing the perfect ad, that will get you those all-important clicks🖱#PayPerClick #GoogleAds #SearchEngineMarketing pic.twitter.com/zwr7J2GD54

— ROAR Digital Marketing (@ROARMarketing_) July 27, 2023

7. 9.21% of Facebook ads convert, making it the highest converting platform available.

(SERP Watch)

You might assume that Google is the king of conversions, but this platform only experiences 3.46% conversions.

Facebook, on the other hand, has 9.21% of ad conversions. That’s why it has such mind-blowing ad revenue. Average business websites lag, with a mere 1 to 3%.

Not to mention that it has the lowest video ads PPC cost of $1.2 compared to others. 

Due to its cheap cost and high results, Facebook is an ideal starting point for beginner PPC marketers. 

SEO vs. PPC: 2023 Statistics

Some marketers still feel the push and pull between using pay-per-click ads and search engine optimization. 

You should use PPC if you have a large budget and want instant results. The opportunities for displaying ads across the Web are virtually endless. 

Check PPC cost per industry to ensure it’s worth the investment. Alternatively, SEO is the way to go if you’re looking for something that can generate results in the background. 

Here are some SEO vs. PPC statistics to help you make the right choice.

8. The average agency charges between £2,000 and £4,000 (about $2,500-$5,000) for a mid-level SEO campaign. 

(One PPC, Outreach Monks)

Outreach Monks reported that 70% of marketers find SEO better than PPC, while the remaining 30% disagree. 

The choice is ultimately upon the marketer, but remember that PPC can be more expensive. 

SEO might be a better option if your budget is tight. Just remember, seeing results takes time.

9. B2B PPC stats indicate that the average yearly cost for this service is between $115,000 and $122,000.

(Search Engine Land)

If this sounds too expensive for you, you could always opt for SEO instead, which for a one-off project fee, costs between  £4,000 and £24,000 (about $5,000-$30,000). 

However, if your objectives dictate that PPC is a better option, the results will be based on your budget.

PPC stays in the game as one of the few advertising methods to deliver clients’ desired results.

10. PPC takes around 3 weeks to learn, while basic SEO can take up to 3 months.

(BetterSEO, Search Engine Journal)

When the pandemic hit, the world consumed 207% more content due to time spent indoors—boosting online marketing. If marketers want to be noticeable in ads, they must do it well. 

Whether you choose SEO or PPC, you’ll need to invest a decent amount of time to get anywhere with either. 

You can’t simply upload PPC ads, then achieve instant results without doing any background work. Optimizing ads to use low CPC while attaining a high CTR is an art.

11. SEO works 24 hours daily, but your traffic will fall to zero if you stop investing in a PPC campaign.

(QUICKSPROUT)

One of the differences between SEO and PPC is the amount of time and attention both methods need. 

PPC campaigns require constant attention and monitoring, while SEO campaigns can generate traffic even when left alone. Moreover, 64% of marketers noticed a rise in SEO effectiveness.

The best marketing method for your business will vary according to your goals, so it’s best to remember these differences when planning. 

12. 94% of users skip search ads and go straight to organic results.

(Rank Pay)

This is not to say that SEO is a better technique than PPC. When a PPC campaign exists in the top 3 results, users are more likely to be engaged.

About 94% of users head straight to the organic results and skip search ads.

However, it’s important to remember that there are many ways to incorporate PPC marketing apart from search ads. 

13. While SEO only improves visibility on 2-3 search engines, PPC ads’ visibility is endless.

(Search Engine Land, Start-up Bonsai)

Start-up Bonsai reports that 79% of brands rely on PPC to drive their businesses forward. 

Thanks to services like Google Ads, users can manage exactly where their ads will appear, giving them tighter control over their campaigns.

Of course, some factors affecting ad placement need to be considered. Advertising statistics data from 2022 tells the main points to consider: budget, target audience, and the type of ad.

PPC is the way to go if your brand aims to reach a broad audience as quickly as possible while increasing sales. 

14. Bing has a low average CPC – just $1.54.

(Word Stream)

If you’re looking to test new markets using PPC, consider Bing.

SEO requires serious time and effort when testing your brand on a new audience. Using PPC is a shortcut that can get you instant exposure. Just use the correct search terms and achieve the best quality links possible.

Not only is Bing among the most significant search engines worldwide, but it’ll also show you if PPC is the right way to go for your campaign. 

General Pay-Per-Click Statistics

When used correctly, PPC is a powerful marketing tool, especially if you know your target audience well.

If you want to know more about PPC in marketing, check out the statistics surrounding its revenue, reach, and usage lately. 

15. At the end of 2021, 82% of Google’s revenue came from Google Ads.

(Search Engine Land)

The 2022 Google data states that the company released its earnings report from the previous year, revealing that Google Ads contributed 82% of its Q4 2021 revenue.

On July 24, 2018, Google AdWords changed its name to Google Ads. However, this was more than just a name change. Google Ads is now responsible for all ad channels—including AdSense and YouTube Commercials.

16. 96% of marketers spend money on search ads.

(Alta Digital, Hanapin Marketing)

Search ads are still the best way to reach customers. Social media ads are increasing and gaining ground overwhelmingly. 75% of small businesses advertise on social media. 

With about 89% of marketers saying that remarketing is the best option to reach customers, PPC is something to look into. 

It’s worth considering whether it’s PPC through search engine ads or placing ads on various social media platforms, websites, emails, etc. 

17. 62% of marketers increased their PPC budgets last year.

(Lunio, Web FX)

Web FX reports that businesses earn $2 for every $1 spent on PPC ads—a sure win for any marketer who designs to go along this route. 

Advertising is at the core of digital marketing strategies. Every company aims to grow and therefore invests more of its budget in ads. 

Almost 2 of 5 interviewees responded that their ads budget is now “much bigger.”

With the results marketers donned through PPC, it’s no surprise that more businesses are getting invested in this method. 

18. Digital ad spending will account for over 60% of the global ad revenue in 2022.

(Zenith Media)

Digital ad spending will account for 61.5% of marketing budgets this year, and by 2024, it will rise to 65.1%.

In 2022, the segment’s overall growth will amount to 9.1%. It will expand by 5.7% (2023) and 7.4% (2024).

Dollar-wise, global expenditure on advertising will hit $873 billion by 2024—$239 billion more than in 2019.

If you’re considering getting into a digital advertisement, you’re not the only one. The market is predicted to grow in the following years. 

19. Ads can boost brand awareness by 80%.

(Valve+Meter)

About 89% of marketers confirmed building a brand helps attract customers. Incorporating PPC ads into your campaign can increase brand awareness by 80%. For some brands, this can be higher.

If you want to improve your visibility, PPC links allow you to “buy” your way into the search results. 

20. 65% of consumers click on PPC ads.
(WordLead)

According to PPC stats, paid advertisements redirect 65% of the traffic, while organic search results only get 35% of the clicks. 

The numbers confirm that paid ads convert more customers and push them to complete purchases. You are simply missing out if you still need a well-optimized PPC campaign.

The decision is still up to you. However, marketers must remember the established statistics favoring PPC over SEO. 

21. In 2022, 97% of people used the Web to find local businesses.

(Safari Digital)

The internet makes finding places or businesses super easy. Plus, it has reviews to help you make an informed decision. 

It wouldn’t be a surprise also to report that 54% of people search the internet for local listings every month, while 12% use it daily.

This goes out to all business owners who think logging their business details online is unimportant—you’re mistaken. 

Customers even look up menus beforehand to ensure they know what to get when visiting restaurants. 

22. Google controls 91.88% of the global search engine market.

(Statcounter)

Other search engines like Yahoo and Bing are not in the same league. If you want to advertise online, Google’s PPC is your best option.

Regardless of whether you’re using the top browsers on the web, Google’s search engine is the most preferred and used worldwide, with minor exceptions, such as in China, because the Chinese are huge fans of Baidu but still use Google sporadically.

Google is the perfect option if you want to go for the big bucks when using PPC. It also helps that Google Chrome is the most popular browser in the world, with a 76% market share.

PPC Statistics for Businesses

The positive results that PPC marketing yields for businesses only prompted more brands to consider this method. 

Check out how PPC ads interact with businesses and what results they can give. 

23. 52% of online shoppers call the advertiser.

(PPC Resellers, Word Stream)

According to Word Stream, consumers are 155% likelier to look up brand names and items once they see displayed ads like search results or social media posts. 

As mentioned, PPC ads often propel consumers to call the advertiser directly from the search results. 

These statistics emphasize the impact of displayed ads in driving business and brand awareness and pushing more customers to complete purchases. 

24. PPC converts 50% better.

(Unbounce)

Better market targeting is one of the benefits of PPC advertising. PPC traffic has a 50% greater conversion rate than visitors from organic links.

PPC statistics are also effortless to evaluate, and metrics like ROI and budget are easier to manage.

25. About 928.5 million people are reached by Instagram ads.

(Hootsuite) 

The ad statistics for Instagram are huge. Statistics show that out of the 1 billion active Instagram users, ads get to about 928.5 million of them.

Around 655.8 million of these users are between 13 and 34 years old. With such a broad reach and a young demographic, businesses that decide to promote on Instagram are likely to get high engagement. 

26. 92% of Instagram users followed a brand, clicked on their website, or purchased on the platform.

(Hootsuite) 

More users are checking out brands that appeal to them on the platform. 84% of users are open to discovering local and small businesses or new products.

Instagram may not be at the forefront of pay-per-click statistics like Google and Facebook, but it can hold its own. 

27. US brands will spend over $56 billion on social media ads by 2022.

(Statista)

Facebook alone has 3.03 billion monthly active users, the biggest of any social media platform. With its size, the Silicon Valley giant will continue to get the lion’s share of the profits from social media ads, with 80%. LinkedIn and Pinterest follow at 4% and 2%, respectively.

Advertising statistics in 2022 show brands in the US are still working on social ad campaigns. At least 40% of internet shoppers use social networking platforms to get information about products and services.

Social media marketing’s success means companies will spend more in the future. For example, Facebook businesses report an ROI of 152% from social media marketing.

It’s an undisputed fact that social media belongs to today and the future, prompting so many marketers to study and master advertising on its platforms in the hopes of wielding it in the future. 

28. 84% of brands are pleased with the PPC market.

(Rank Tracker)

Overall, brands see good results from their PPC campaigns. 15% describe the outcome of their PPC efforts as “fair,” and only 1% as “poor.” 

79% of marketers believe PPC is essential for their company.

With PPCs’ positive conversion and click rate results, it’s no surprise that most brands favor this marketing method. 

Financial PPC Stats–Budget, Cost, and ROI

Since PPC marketing depends on the number of clicks ads garner over time, wider reach and more clicks could mean a higher client budget. 

Check out the statistics below for the latest PPC statistics surrounding this method’s cost, revenue, and reach. 

29. The investments in PPC ads exceed $10.1 billion.

(Social Media Today)

With so many businesses investing in this industry, total investments in PPC are bound to rise. 

30. PPC ads return $2 for every dollar invested.

(Wordlead)

The average ROI for Google Ads is a whopping 200%. You can only imagine how the better-than-average companies are doing.

This is the most critical for businesses of all the statistics surrounding PPC marketing. 

With such a good track record, more and more businesses are bound to consider using PPC. 

31. Almost half of marketers operate with a monthly PPC budget under $50,000.

(Search Marketing)

Although most companies agree that PPC helps them a lot, 49% only see the need to spend less than $50 thousand per month for PPC traffic. 

More than a quarter spends $50-250K. Only 3% of advertisers spend over $5 million monthly on PPC campaigns.

Since PPC budgets cover every appearance and click on these ads, companies must shell out some money to see actual results. 

32. The average cost per click is between $1 and $2.

(Wordstream)

The average cost for display advertisements (on websites, not in the search results) is under $1.

Imagine you are the owner of a grocery store, and you want to advertise it online. You choose Google Ads to promote your store. The average CPC for your business is $0.42. 

This will be your Google advertising cost for every customer you attract. However, Google doesn’t make this much money because of the $0.42 keywords. 

From this data alone, it’s clear that business owners must spend some money to attract more customers. However, with PPCs’ high conversion rate, sales will likely be good after so many clicks. 

33. Best motorcycle accident lawyer is the most expensive keyword (KW) (19.4%)

(Fraud Blocker)

A January 2022 analysis of the 5,000 most expensive keywords concluded that “Best motorcycle accident lawyer” unquestionably takes the first place, having nearly 20% of the search items.

The number 1 keyword has about 1,300 searches monthly. Google’s pay-per-click price for it?—Over $600!

The second most expensive was an “18-wheeler accident attorney” with 1,200 searches, each costing over $350 per click. 

The third place is reserved for “Semi-truck accident attorney,” with 1,100 searches at the exact cost as its competitor.

Once again, data confirms the impact of industry variety on the cost of PPC marketing. Such a small market like this, which caters to highly compassionate clients, is bound to raise a higher price. 

34. Brands and agencies make up 40% of those who believe that their PPC expenditure should be more significant than it is.

(Lunio)

Most advertisers who use PPC ads report good results. More than that, over half plan to increase their PPC budget for 2022.

The CPC widely differs, depending on the industry and platform, so make sure you do the math before you start a PPC campaign. This will allow you to pace yourself and spend your budget more effectively.

For example, if you want to use PPC ads on LinkedIn, your minimum cost will be $2 per click. While this may look expensive, LinkedIn has 660 million users, providing marketers many possible clients or buyers.

Despite making so much money, Google is still better than most regarding the value offered. Aside from indexing 30 to 50 billion web pages as the largest search engine in the world, customers often take Google’s word as law and turn to it for their every need. 

Google Ads Statistics

You’ve probably heard how Google collects information on mostly all its users. Such data is collected for data analysis and advertising. 

Learn more about Google Ads’ usage and revenue through the statistics below. 

35. Google search statistics report there are 8.5 billion searches every day.

(Oberlo)

If we break down the number, the number of Google searches pan out to over 80,000 searches per second.

With over 89.3 billion visits per month and 2.5 trillion Google searches annually, Google has so much data to process and analyze that can be useful for demographic and data analysis. 

Such an amount of data helps Google offer tailored advertising for so many fields of business.

36. Google’s Q1 2022 advertising revenue was $54.7 billion.

(Search Engine Land)

The number was up 22% from the previous quarter’s still impressive $44.7 billion.

Here’s a comparison of the performance of different Google advertising toolkit:

• Google Search brought in $39.6 billion in Q1 2022 vs. Q4 2021’s $31.9 billion.
• Google Network also contributed by bringing $8.2 billion at the beginning of 2022 instead of $6.8 billion at the end of last year. 
• YouTube made $6.9 billion—up 14% from Q4 2021 ($6 billion).

Google’s vast array of platforms also helps them offer such a good PPC program. 

With a network that covers social media, content creation, professional workspaces, emails, and search engines, marketers have plenty of options. 

37. 90% of internet users see Google display ads.

(Power Traffick)

If you want to talk efficiency, Google Ads does it right. 

Despite the increased number of ad-blockers and the rise of social media advertising, Google is still among the best choices for investors.

38. 80% of businesses use Google Ads for PPC ad campaigns.

(LyfeMarketing, Word Stream)

Word Stream reports that 96% of Google’s revenue comes from Google Ads—simple proof that advertising on the platform leads to gains for both Google and business owners. 

If your competitors use Google PPC ads, you should too. If they can make ads profitable, it’s also a matter of time before you learn the ropes.

39. 78% of marketers advertise on Google Ads and social media.

(Formstack)

Undoubtedly Google’s websites and social media are the best channels to reach your potential customers. 

B2B and B2C businesses focus on Google Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads. 

The average person spends about 2 hours and 31 minutes on social media platforms like YouTube and Facebook. 

Therefore, if you want people to click your ads (and even find them at all), these are the places you’d like to spend your money on.

PPC Statistics for Social Media

PPC is so effective that some social media platforms went out of their way to incorporate them into the user experience.

If you plan to do this, take advantage of the statistics surrounding PPC cost and reach in social media. 

40. The average cost per click of Facebook ads is $1.72.

(Wordstream)

Facebook pay-per-click ads don’t differ much from Google Ads in that regard.

Unsurprisingly, the finance and insurance industries also must pay more on Facebook. The average CPC for this industry is $3.77.

Average means that you can go lower, depending on your industry. 

Facebook’s Power Editor is designed to help you do just that. There, you can adjust all kinds of details about your campaign—from your target audience to ad bids.

This only gives marketers options besides Google regarding the platform they can advertise under the same CPC range. 

41. By the end of 2022, $226 billion was spent on social ads.

(Statista)

American companies spend billions of dollars yearly on social media ad campaigns.

The latest social ads statistics state that spending is estimated to show an 11.24% CAGR between 2022 and 2027. These cover paid advertising on social networks, games, and apps on social media.

This is unsurprising, considering how social media has become a massive part of daily life. People are in social media, so marketers should also be present. 

42. LinkedIn controls 14.6% of the PPC ads market share.

(Formstack)

According to Formstack’s statistics, Facebook ads were most attractive to 21.5% of marketing agencies. Second is LinkedIn with 14.6%, and Twitter comes third at 12.4%.

LinkedIn ads are usually B2B, while Facebook ads target more customers than businesses. Twitter strikes an almost perfect balance between B2B and B2C ads.

Since LinkedIn is already a professional networking space, it’s no surprise that businesses are the target market in this platform. 

Facebook and Twitter, on the other hand, are platforms that are more accessible to the general public or consumers. 

The Mobile PPC Stats

With 47% of smartphone users unable to live without their phones, the mobile space has become a field of interest for marketing, SEO, and gaming executives. 

Find out how mobile devices are changing the game for PPC marketing through the statistics below. 

43. Mobile devices account for 53% of PPC ad clicks.

(Power Traffick, Luisa Zhou)

With 51% of worldwide ad spending directed to mobile devices, marketing methods must also adapt for such devices. 

You’re missing many opportunities if you have not incorporated mobile optimization into your PPC marketing strategies. Over half of the paid clicks worldwide come from mobile devices.

When achieving a marketer’s goal, it’s all about recognizing the methods that work and incorporating existing trends, such as mobile optimization, to achieve the best results.  

Moreover, with the rise of mobile payments, it is now easier for leads to become paying customers.

44. 60% of mobile users click on a PPC ad at least once a week.

(Businesswire)

The PPC rate for mobile devices looks promising. Almost two-thirds of users click on an ad, and 20% make at least one purchase per week. That’s a fantastic conversion rate for mobile ads.

Recent statistics on mobile marketing show that 70% of mobile clients who discover your company online will take action within an hour. Also, 69% of mobile users call the business directly from Google search.

With such positive results coming from mobile-optimized PPC marketing, businesses should consider this method. 

45. Google’s 2022 share in the online ads market is 29%.

(The Guardian)

Google boasted a 35% income increase from 2020 to 2021—$61.2 billion in 2021 (up from 2020’s $46.2 billion). 

Experts predict that by the end of 2022, the tech giant will grab 29% of the entire $602 billion global digital ad market.

As confirmed by these numbers and previous statistics, Google is the place to be for your brand’s advertisements. 

46. 81% of US ad-block users use them to prevent annoying ads.

(Insider Intelligence)

The fact remains that some ads are outright infuriating, especially if you’re in the middle of watching something. It also consumes almost 80% of your mobile data.

Ads statistics reveal that 81% of people use ad-blockers to filter out the most irritating of them. They will grow further as most new antivirus solutions and VPN services have built-in ad-blockers.

However, most ad blocks apply for mid-stream and pop-up ads, so it’s also best to consider the type of ads you’ll make in the long run. 

Conclusion

The statistics surrounding PPCs use in search engines, social media, and mobile confirmed that it’s one of the best ways to reach customers and generate profit. 

PPC helps businesses, big and small, garner more visibility on search engines such as Google, Bing, or Safari. While they can be costly on the surface, PPC provides great ROIs for businesses with an airtight marketing plan.

Those, in turn, can provide your business with the new clients it needs to grow.

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By Maxym Chekalov

With a master's degree in telecommunications and over 15 years of working experience in telecommunications, networking, and online security, he deeply understands cybersecurity's value and importance. Max leverages his vast experience and knowledge to research the latest cyber threats, scams, malware, and viruses in-depth.