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25 Essential PPC & Google Ads Statistics You Need To Know In 2024

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Google is the world’s most used and loved search engine, acting as the default programme on millions of devices around the world.

With such popularity, it is no surprise that many businesses and corporations are looking to exploit the programme’s notoriety and promote their own business with the use of Google Ads.

Paid advertisements on Google allow you to take control of the availability of your webpage to consumers, helping to put you and your business front and centre for Google’s users. Instead of gradually growing your viewership organically, Google Ads places you right at the top to help you build a reputation and be more accessible to your audience.

Since its launch in 2000, Google’s Ad platform has been consistently redeveloping and reforming into a billion-dollar business venture for all aspiring market leaders.

If you’d like to learn more about Google Ads, PPC and how they can help your business – you’re in luck! We’ve compiled some interesting Google Ads statistics so that you can get a better understanding of how beneficial it can be.

Keep reading to find out how Google Ads and PPC can help your business in the long run.

Top Google Ads Statistics

To get started, let’s take a look at some general Google Ads statistics so we can get a feel for why people choose to invest their marketing budget into the search engine.

1. Google Is The Leader When It Comes To Market Share

Google is the most well-known and recognisable search engine across the globe, and arguably one of the most recognisable brands present in the current market.

As a result, it is only natural that when someone needs to use a search engine, they turn to Google for their answers and information. This has led to Google retaining a global market share of 83.84% as of July 2022. In the UK alone, Google has a market share of 86.31%.

2. 63% Of People Have Clicked On A Google Ad

According to Hubspot’s Annual State of Marketing Report, 63% of people have clicked on a Google ad before. Considering that the main purpose of purchasing an advertisement through Google is to drive traffic to your products and services through clicks, this can be a promising investment for any new or existing business looking to grow.

Data such as this helps to assure us that people are still using Google ads as a method of finding products and services that suit them. On the flip side of that, it tells us that there is still a market and audience for Google ads – making them highly beneficial to use if and when possible.

3. 33% Of Mobile Ad Spending Goes To Google

Whilst e-commerce has grown to significant extents in the past few years, it has been more closely concentrated on mobile devices such as telephones, iPads and iPods. This is because it is far easier to make a purchase at a moment’s notice for consumers, which habitually also makes it easier for businesses to make a sale faster.

Because of this, Google is said to have attained 33% of all mobile ad spending annually, correlating with the rise in mobile ad spending and e-commerce. Who wouldn’t want their business earnings to be included in that statistic?

4. Google holds 73% Of The Paid Search Market

According to MediaPost, “overall, the U.S search ad market will grow nearly 18% to $55.17 billion in 2019, of which Google will take 73.1% share, about $40.33 billion”.

Google Holds 73% Of The Paid Search Market.

5. 46% Of Clicks Go To The Top Three Paid Ads In Search Results

PPC ads with Google can help your business to grow in size and recognition through exposure.

A recent study found that the top 3 paid ad spots get 46% of the clicks on page, with a greater conversion rate and return on investment to follow.

Google has largely become a successful marketing brand due to their diverse range of options to aspiring and established market leaders. From short-term advertisements to PPC (Pay-Per-Click) ads, there is something for every business to grow their audience.

Other options may include local, smart, display, video, shopping or, more popularly, app campaigns. All of the above are tried and tested methods of generating a stronger return on investment with Google and taking your business to the next level.

Google is the most popular PPC advertising corporation on the internet, with good reason to be so. Here’s what you need to know about why PPC is so popular and how it can benefit you.

6. PPC Generates Twice The Visitors That SEO Does

Many up-and-coming brands and businesses start their marketing campaigns by using SEO, or Search Engine Optimisation. This is a process whereby a writer will be employed to create content that holds key terms and wording to be more appealing to Google’s algorithm, helping their work to be placed higher up on the search pages.

Whilst SEO is a cost-effective marketing powerhouse, data suggests that PPC generates twice the visitors that SEO does, with less labour and less content distribution. This makes it a worthwhile investment to quickly grow and drive traffic towards your web pages, which can be great for established businesses that may have reached their organic peak.

7. PPC Takes Around 3 Weeks To Learn, While Basic SEO Can Take Up To 3 Months

PPC is perfect for aspiring market leaders; efficient, consistent and effective, it helps businesses to drive traffic to their websites and convert traffic to sales for a greater return on investment.

It also beats SEO in ease, cost and consistency, as SEO must be constantly published and can take much longer to learn. SEO is more specialist, which is why Google’s ads are more popular for beginners who may be uneducated in the field.

8. The Average Click-Through Rate For Google Ads Is 2%

The CTR of an advertisement is a crucial determining factor of its success as a marketing tool. The CTR, or Click-Through Rate, is a measurement of how many people see your ad, click it, and follow it through to your chosen webpage. It’s important that people not only see the ad but your webpage too, so as to determine if you are getting an effective return on investment with the amount of traffic driven towards you.

Data from WordStream suggests that “the average click-through rate on Google ADs paid search ads is about 2%. Accordingly, anything over 2% can be considered an above-average CTR”.

In other words, Google has helped to set the market average for CTR as the most popular CTR and PPC platform. It can be the perfect tool for aspiring market leaders to improve the traffic driven to their business, which is exactly what Google is best at.

9. 65% Of People Click On Ads When Making Purchases

If consumers are searching for specific products and services online, advertising your abilities using Google ads can be the perfect way to connect with them and show what you can do to help meet their needs.

It can provide an edge over the competition by meeting with the consumers first; it can be a highly important competitive advantage for aspiring market leaders in saturated markets. That’s because 65% of people click on these ads when they are looking to make a purchase.

10. Paid Campaigns Drive 65% Of Clicks Received By Google Ads

Recent data regarding PPC stats has unveiled how keyword bidding and buying is a major contributor to the total number of clicks received by Google ads, making up over 65% of the total clicks.

11. The Average Ads Conversion Rate For ‘Search’ Across All Industries Stands At 3.75%

Recently, Google beat its closest competitor – Bing – in conversion rates for advertisements using their platform, with Google ads boasting a 3.75% conversion rate and Bing with 2.94%.

With an above-average conversion rate for clicks, it’s no surprise that the return on investment of Google advertisements is frequently incredibly high and desirable for newer and start-up businesses looking to grow.

Google Shopping Statistics

A Google shopping campaign can be make-or-break for the launch of a new product or the extension of a currently established one. It lets you provide viewers with detailed information about your product without having to click on your ad.

With greater ease and publicity of the key points of your advertisement, it’s no wonder that consumers prefer this method due to its ease and businesses love it thanks to its effectiveness in driving sales.

With that in mind, here’s some Google ad statistics that will impact shopping campaigns.

12. 98% Of Global Consumers Surveyed Shop Online

As mentioned earlier in the article, e-Commerce and online shopping have grown significantly in the last few years. Following developments in technology, web design and consumer trends, it has arisen as the most popular choice for markets to look for the best products available.

As a result, it only makes sense that Google found that 98% of global consumers that were surveyed reported that they frequently shop online. Within this statistic, Google found that customers research, browse and actually finalise the purchase online.

13. Google Shopping Ads Generate 85.3% Of Clicks

SmartInsights found that “Google shopping ads now drive 76.4% of retail search ad spend, generating 85.3% of all clicks on Adwords or Google Shopping campaign ads”.

For growing businesses, Google shopping ads may be the ideal way to convert more traffic into sales and increase those purchases from consumers.

14. Google Ads Hold A 29% Share Of The Total Ad Spending

Google is widely understood to be the market leader in online advertising. As one of the first companies to really push the idea of eCommerce, they’ve consistently revolutionised the concept and promoted it into a billion-dollar industry.

Because of this, it seems fitting that Google Ads hold a whopping 29% share of digital ad spending worldwide, as per an eMarketer Analysis report.

Understanding what kind of ROIs (Returns on Investment) Google ads can deliver for your business is key before you start to invest in running advertisements with them. If you invest before you research, you could be wasting your marketing budget on an outdated or inefficient marketing technique.

Luckily for you, Google’s bounds of statistical data support the success of their tools and methods, demonstrating its efficiency and reinforcing that it is in fact tried and tested.

15. Google Ads Deliver An 8:1 Return On Investment

Google found that for every $1 invested into their advertising system, $8 is generated in profit. That means that Google estimates that they provide an 8:1 return on investment, marginally above the market average for this kind of service.

16. The Average Conversion Rate On Google Ads Is 4.40%

The most frequent goal for any business is to convert marketing into sales. On Google, the average conversion rate of their ads is 4.40%, which is a good metric.

On the display network, this conversion rate is 0.57%.

Like every other aspect of marketing, there will never be a one-size-fits-all approach to pricing with Google ads. That’s because it can be influenced by a range of factors, such as frequency, market, audience, brand size and budget.

Alternatively, the type of ad you choose, the time you want your ad to run, the devices you want it to appear on and the industry you work within can also carry an influence.

To get a rough estimate of the costs, here are a few Google ads statistics to help you.

17. The Average Cost-Per-Click On Google Ads Is £0.75-£1.50

Data from WebFX suggests that the average cost-per-click on Google AdWords is between $1 and $2 (or £0.75 to £1.50). If you are able to find a quote within that range, it may be a rare deal that could be incredibly profitable for you.

18. B2B PPC Stats Indicate The Average Yearly Cost Is Around $115k-$122k

Whilst Google can be an effective and efficient method of advertising, it can sometimes be harder for smaller firms to maintain due to its high costs. A recent study focusing on the B2B PPC costs found that the average yearly cost of the project can be anywhere from $115k to $122k.

Many small businesses choose to opt for SEO instead of PPC to reduce their costs. However, if you have the money to spend, it is more beneficial for you and your business if you choose to use Google ads.

19. Google Recommends A Daily Budget Of £10-£50

Whether you’re new to Google ads or a veteran of the service, it’s always important to maintain a strong budget to understand what you are willing to spend for the services you are getting.

Google’s advice is to set a daily ad spend of £10 to £50, which covers the ideal place for beginner advertisers to start and the more expensive end for larger brands. Once you know your advertisements are converting effectively, you can invest more.

Google Mobile Advertising Statistics

Mobile devices dominate the modern world and our attention to a large degree. As such, it’s only sensible that marketing shifts from computers to mobile devices to accommodate for the new markets.

This leads to more mobile ads that are accessible in fewer clicks, whether they’re present on social media or other websites. Knowing where most clicks are generated from can help you to effectively market your services to your audience.

20. 61.9% Of Google Ads Clicks Come From Mobile Devices

Considering how frequently mobile phones are in every demographic’s daily lives, it’s no surprise that 61.9% of ad clicks come from mobiles.

It serves as a strong reminder of the importance of making sure that our advertisements can work on all platforms for the best effect – not just for laptops.

The ability to ‘click to call’ on most websites on Google has revolutionised how eCommerce marketing is done. It has made it easier for consumers to use Google to interact with businesses and find the best choice for them.

Google explains how 60% of smartphone users have contacted a business directly through a search they concluded.

This is linked to the guide article because their source website was in a different language. I left it like this so that you could decide what to do. All other sources are working at the time of writing.


Google Local Ad Campaign Statistics

Local ads are typically run by start-ups or smaller businesses that wish to remain local and maximise sales close to home.

Here’s some data explaining the effectiveness of Google’s localised ads.

22. 4 In 5 Consumers Want Ads Customised To Their Location

Location-based ads are perfect for consumers who are looking for locally sourced materials, businesses and services. Whether this is due to convenience, cost or travel distance, it allows businesses to capitalise on their location by marketing to those who have these demands.

According to extensive research, 4 in 5 consumers want ads to be customised to where they’re located.

Finally, it’s important to take into account the statistics that are aimed at businesses. How best should you orientate yourself in the marketing department by observing what others have done and how best to improve?

Advertising can help you to generate traffic to your webpage, convert traffic into sales and convert sales into brand recognition and reputation. Here are some business statistics that will help to sell the idea of Google ads and their benefits.

23. 65% Of Small-To-Midsize Businesses Have A PPC Campaign

It’s important to keep up with the trends. The business world is a fiercely competitive environment, and if you fail to innovate you can be left behind.

65% of small-to-midsize businesses are currently running their own PPC campaigns, helping them to convert leads into sales and grow their business.

Brands that fail to jump onboard could get beaten out by their competitors who are reaching clients faster, more frequently and professionally.

How businesses use PPC services to promote their products and grow a brand reputation.

24. Google’s Parent Company, Alphabet, Made $147 Billion In Revenue Through Google Ads In 2020

Google’s parent company, Alphabet, is typically used as a holding company for Google’s assets and properties. With this in mind, they were still able to make a significant return on investment using Google’s ads; they netted $183 billion in revenue in 2020, $147 billion of which was generated through Google ads.

This meant that Google ads represented 80% of their total revenue for the year.

25. Businesses Get 68% Of The Revenue Their Ad Makes On Google Ads

After subtracting the total costs of the advertisement, a 2021 report found that Google’s 2 million approved publishers received 68% of the ad revenue when their content was displayed by Google.

Businesses can have the opportunity to maximise their return on investment using Google ads, which offer a larger profit percentage than other close competitors in the market.

You’ve learnt about Google Ads statistics. Now check out the top statistics on other platforms.

50 YouTube Statistics

50 TikTok Statistics

50 LinkedIn Statistics

20 Snapchat Statistics

20 Facebook Ads Statistics

Get the best results today using Google Ads & PPC

Statistics have always been useful in demonstrating what needs to be taken into consideration going forward. We believe that these Google ads statistics can help you make the best marketing decisions with your advertising budget. Thinking of growing your online business? Feel free to contact us today for all your digital marketing needs and inquiries.

Kasim Javed

Head of Creative Marketing

Hi! I’m Kasim, the founder of Creative Marketing (NW) Ltd. I love what I do and thoroughly enjoy speaking with business owners. Pencil in a call with me for a chat.