Top PPC Statistics for 2025 [The Complete List]

Pay-per-click advertising is becoming a huge driver for the growth of many businesses. A whopping 98% of consumers browse, research, and buy products online, and when people are searching for specific products, 65% click on ads.

In this article, we will discuss 75+ most impactful PPC statistics to cover everything you need to know about the state of PPC advertising.

So, let’s dive in!

Key takeaways

• About 80% of businesses depend on pay-per-click advertising to grow their businesses.
• PPC traffic converts 50% better than organic traffic.
• On average, PPC search ads lift brand awareness by 80%.
• Pay-per-click advertising campaigns have an average of 2.55% conversion rates.
• Google (excluding YouTube) is the most popular PPC advertising channel, cited by 98% of PPC professionals.
• The US's leading ad format with the highest ad revenue is search ads, bringing 39.5% of the total US digital ad spending.
• Over 43% of marketers consider display ads the least effective, yet over 84% are still investing in them.
• Google Display Network features over 35 million websites and apps.
• 54% of marketers consider Facebook ads “very effective” in generating sales.

General PPC statistics

General PPC ad statistics below will give you an overview of the current state of PPC advertising:

Is PPC still relevant in 2025?

About 80% of businesses depend on pay-per-click advertising to grow their businesses. More so, PPC brings two times (200%) the return on investment, on average.

Recent SaaS statistics show that PPC is even more relevant to SaaS businesses in the seed and early stages that prioritize brand awareness and finding product-market fit. Nearly four in five B2B SaaS companies use PPC campaigns as part of their lead generation strategies. 

According to the Content Marketing Institute, 73% of B2C marketers and 64% of B2B professionals mentioned that they used PPC advertising in their organizations within the past year. 

How effective is PPC advertising to businesses?

According to Moz, PPC traffic converts 50% better than organic traffic. 

61% of B2B marketers considered PPC advertising effective as a paid channel for their content marketing initiatives, while 49% said social media advertising, and 48% mentioned sponsorships. 

Another important study by eMarketer showed that PPC is the second most effective marketing channel, with 93% of respondents citing it as effective. Content marketing took the lead, with 96% of the respondents.

How much do businesses spend on PPC campaigns?

Small to mid-sized businesses invest seven times more in PPC than SEO, and their monthly average cost for a pay-per-click advertising campaign is between $100 and $10,000.

According to WebFX, a click costs about $2.59 on average, and 1,000 impressions cost $3.12.

Businesses typically pay agencies a monthly average of over $500 to $3,000 to get PPC advertising services.

What are the most popular PPC advertising channels?

Below are the top 10 most popular PPC advertising platforms according to a recent Statista survey:

According to Statista, 98% of PPC marketers surveyed mentioned Google (excluding YouTube), making it the most widely used PPC advertising channel. Facebook followed with 86%. Instagram came third, with a share of 70%.

In another study, 99% of PPC advertisers with a monthly budget of $50K–500K reported that they used Google (excluding YouTube). 79% used Facebook, YouTube (75%), Instagram (74%), and Bing (73%).

We compiled a list of interesting social media statistics for business in another article. If you need business social media related stats, you can check it out.

PPC performance statistics

What results do PPC advertisers receive? Benchmark the stats below to discover how PPC campaigns perform:

How many website visitors result from PPC campaigns?

Paid search ads account for 27.6% of new visitor traffic, which is the highest compared to other marketing channels.

To HubSpot, PPC campaigns generate two times more traffic than SEO.

In another study, an analysis of over 43 billion website traffic showed that PPC accounted for 23% of the visits, coming third after direct (27.6%) and organic search traffic (26.7%).

How much do search ads create top-of-mind awareness in consumers?

PPC search ads lift brand awareness by 80%, on average, showing that pay-per-click advertising helps businesses expose their brands or products to a wider audience.

What are the conversion rates for PPC?

Pay-per-click advertising campaigns have an average of 2.55% conversion rates.

According to WordStream, sponsored results are responsible for 65% of clicks compared with only 35% of clicks from organic results.

PPC statistics by ad types

Several types of PPC ads help businesses achieve their different business goals. Find the statistics that matter below, based on the popular types of PPC ads:

Search ads statistics

Search advertising is undergoing many changes. Search engines are implementing AI-generated search ads and chat-based search ads, while new social media platforms like TikTok are actively testing and fine-tuning their search ads. 

Check out the stats below to understand the current state of search ads:

How popular is search ads format in the US?

The US's leading ad format with the highest ad revenue is search ads, with $132 billion, 39.5% of the total US digital ad spending. Display ad spending was slightly less than search ad spending, having a share of 29.5%.

What is the impact of search ads on consumers?

On average, consumers who click an ad before visiting a store are 27% more likely to make a purchase.

Are chat-based search ads effective?

Over 60% of marketers believed chat-based search ads were very effective. More than 90% mentioned that they would be at least slightly effective.

How much do search ad results come from mobile devices?

59% of searches, 70% of search ad impressions, and 52% of PPC clicks come from mobile devices.

Display ads statistics

Over 43% of marketers consider display ads the least effective, yet over 84% are still investing in them. By 2026, the projected ad spend on display ads worldwide will be $266.6 billion.

How many small businesses take advantage of display ads?

According to Hubspot, over half (55%) of small businesses use display advertising. In 2023, the display ads format was the top digital ad format with the highest ad spend of $207.4 billion. 

How big is Google’s display ad network?

According to Google, Google Display Network features over 35 million websites and apps. This network allows Google Display Ads to reach over 80% of internet users.

How effective are display ads?

While display ads have the lowest click-through rates, consumers exposed to display ads are 155% more likely to search brand-related terms. When consumers search these terms, conversion rates increase by 59%.

Display ads are over 4x cheaper than search ads on Google Ads, on average. The average CPC on the display ads network is just $0.66, and $3.00 on the search network.

How much do display ads cost for social media advertising?

The average CPC on Facebook ads is $1.72 across all industries, with the finance industry averaging $3.77 and retail at $0.70. Instagram display ad cost-per-click range from $0.70 to $1, on average.

Video ads statistics

Consumers today find videos extremely useful as they research, compare, and buy new products and services. Here’s what the data says about video ads:

How many businesses use PPC video ads in their marketing strategy?

According to Rank Tracker, over 93% of businesses use video ads to attract new customers. 

How effective are video ads compared to other ad formats?

Advertisers who considered video ads as the most effective social ad format were 32%, compared to those who considered image ads (26%), Instagram stories (23%), and carousel ads (19%).

About 68% of advertisers on Facebook said videos bring more ad clicks than other content types on the platform.

TrueTech’s 1-minute product video ads gained over 5,000 views on YouTube and reduced their CPC by 35%.

How effective is video in a multi-format ad strategy?

Videos are even more effective when you can use them with other formats dynamically. 

According to Google, advertisers using both video and image assets in Demand Gen campaigns saw 20% more conversions at the same cost per action than those with video assets only. 

Additionally, DoorDash, a food delivery business in the US, received 15x higher conversion rates at half the cost per action by using a mix of image and video assets for their ad strategy with Google’s Demand Gen campaigns.

Find more data about video ads in our detailed article about video marketing statistics on Instagram.

Local Search Ads (LSAs) statistics

Local Search Ads help potential customers see your business information, read reviews, look at photos, and call, message, or book your services directly from your ads.

How popular is local search?

Local information searches account for 46% of all searches, showing that searchers require tailored experiences to their immediate surroundings.

How many businesses can use Local Search Ads in Google Ads?

Over 70 types of service area and storefront businesses having at least one review in their Google Business Profile can now use Local Search Ads.

PPC advertising platform statistics

From Google Ads to Facebook video ads, different platforms provide unique value to their PPC advertisers. This section shares insightful PPC stats of popular pay-per-click advertising platforms.

Google Ads

Google Ads is the biggest search advertising platform on the market. Over 90% of online users will see a Google advertisement, and four in five companies (80%) focus on Google Ads for PPC.

Google’s market share is 81.95% compared to other search engines, making it the leading search engine [19]. Google Ads account for 73% of the total ad spending in the US.

According to WordStream, sponsored results are responsible for 65% of clicks compared with only 35% of clicks from organic results. Global search network reports that 63% of people have clicked a Google ad.

Investing in Google Ads typically brings a return on investment of $8 for every $1 spent. Google shopping ads generate over 85% of all clicks on Google Ads campaigns. 

Overall, the average conversion rate for Google Ads, according to insights from over 2,000 companies, is about 2.85%, with search ads having 3.1–6% and 0–1% for display ads.

On a trust index, Google is a four or five out of five the most trustworthy platform according to 98% of Google Ads advertisers.

Want to dive deeper into stats related to Google Ads? Here is a detailed article about Google Ads statistics.

Facebook ads

A recent Databox survey showed that 54% of marketers consider Facebook ads “very effective” in generating sales compared to 8% of marketers who think they are not effective.

Out of 93% of businesses now active on social media, 86% use Facebook advertising.

In 2024, traffic campaigns on Facebook had an average CTR of 1.51% and CPC of $0.83, while lead gen campaigns had an average CTR of 2.50%, CPC of $1.92, and conversion rates of 8.25%.

Benchmark these nine best Facebook and Instagram carousel ad examples to improve your CPC, CTR, and conversion rates for your business. 

Other PPC platforms

Bing ads hold a global search market share of around 3.43%, with over 25% of its total online traffic from the US. Bing’s revenue surged after they partnered with OpenAI as the search engine for ChatGPT, going from $6.94 billion in 2021 to over 12.2 billion in 2023.

Instagram ad revenue was approximately $70.9 billion. The average CPC for Instagram ads is $1.23.

LinkedIn Ads has over 200 targeting characteristics, thus becoming the leading audience targeting platform. Over 80% of B2B businesses use LinkedIn advertising.

Over 80% of B2B businesses say they use X (Twitter) for both organic and paid marketing.

The average cost per swipe on Snapchat Ads is between $0.30 and $1, and they have an average swipe-up rate of 50%.

Find more Snapchat statistics and trends here.

Statistics of AI usage in PPC

From AI overviews to AI use cases in the PPC advertising industry, the impact of AI is undeniable.

How are AI overviews in search results impacting PPC campaigns?

According to SeerInteractive insights, the paid click-through rate drops to 9.87% when AI Overviews are present in the search results, compared to 21.27% when AI overviews are absent. 

Search queries with 3 or 4 words were most likely to trigger both AI overviews and PPC ads in the search results.

How do marketers use AI to facilitate their PPC advertising? Do they find it useful?

Here is a table of what the marketers reported were their common use cases of AI in PPC advertising, and how the results were satisfying:

What is the impact of Google AI on Google Ads campaigns?

Through optimized targeting, Google AI helps advertisers boost campaign objectives by an average of 54% with first-party audiences and 25% with Google Audiences. Optimized targeting uses AI to help you discover new and relevant audiences for your ad campaigns.

Enhanced automation is also another Google Ads Feature that helps businesses improve campaign performance by using AI to predict optimal bids for each impression. Enhanced automation helped advertisers see a 60% lower median CPA, and when used with optimized targeting, it reduces CPA by 10% compared to those with just one solution.

Statistics about challenges in PPC advertising

The loss of insights and data due to automated campaigns like Pmax is a challenge that makes 49% of PPC experts find PPC campaign management harder than in the last two years.

For 68% of PPC agencies, their biggest challenge is finding talent. 61% consider changes and support from ad platforms, and 57% cited growing agency revenue.

According to 48% of marketers, “errors or missing product data” is the main challenge in product feed management in eCommerce PPC advertising.

Tracking feed changes (32%), aligning feed optimization with PPC campaign strategy (23%), and lack of knowledge (18%) are the other top challenges that marketers face in PPC product feed management.

Cropink.com is a real game-changer for aligning your feed management with your campaign goals. Take control over your catalog ads and significantly improve your ROAS by up to nine times with Cropink. Check out our pricing.

FAQs

How effective are PPC ads?

Yes. The average ROI for PPC ads is 2x. 93% of marketers consider PPC ads effective for realizing their organization’s marketing goals, and 61% of B2B professionals cite PPC advertising as the most effective paid channel for their content marketing strategies. 

What is the average click-through rate (CTR) for PPC ads?

While it varies in different platforms, industries, and other factors, the average CTR for PPC ads across all industries is around 1.91% for search ads and 0.35% for display ads.

How much does the average PPC click cost?

The average CPC for PPC ads depends on the platform, amongst other factors. The average CPC for Google Ads is around $2.69 for search ads and $0.63 for display ads. On Facebook Ads, the average CPC for traffic campaigns is $0.83 and $1.82 for lead gen campaigns.

Wrapping up

We've come to the end of this long but insightful article about PPC advertising statistics. These stats will help you stay updated and guide your PPC advertising campaign strategies.

If you enjoyed reading these statistics, you can find out more interesting articles on our blog section or the related articles section at the end of this post.

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