Pay-per-click (PPC) advertising is one of the most effective paid channels helping businesses increase visibility and build awareness.
If you’d like to learn about the state of PPC in 2025, find the latest data on PPC usage, most used ad platforms, and PPC benchmarks, we’ve curated a list of 24 essential PPC statistics to help you answer these questions.
General PPC Statistics
- Among surveyed pay-per-click (PPC) marketers, Google (98%), Facebook (76%) and Instagram (70%) are the most widely used advertising platforms (Statista)
Here’s a full breakdown:
Digital Advertising Platform Share of PPC Professionals Google (excluding YouTube) 98% Facebook 76% Instagram 70% Microsoft (Bing) 67% YouTube 67% LinkedIn 48% TikTok 31% Pinterest 24% Amazon 17% X (Twitter) 15% Reddit 11% Apple Search 11% Snapchat 9% Quora 4% Yandex 2% Baidu 1% Yahoo! Japan 1% Other 6% - Among PPC practitioners with a monthly budget between $50K and $500K, Google, Facebook, and YouTube are the top 3 most used advertising platforms (PPCsurvey)
Here are the exact numbers:
Ad Platform Adoption ($50K – $500K PPC budget) Google (excluding YouTube) 99% Facebook 79% YouTube 75% Instagram 74% Microsoft (Bing) 73% LinkedIn 46% TikTok 28% Pinterest 20% Amazon 15% X (Twitter) 11% Reddit 10% Apple Search 7% Snapchat 6% Quora 4% Yandex 1% Baidu 1% Yahoo! Japan 1% Other 8% - 73% of B2C marketers stated their organization used PPC advertising in the last 12 months (Content Marketing Institute)
- 64% of B2B marketing professionals say they used PPC advertising at their organization in the past year, which is only behind the usage rate of social media advertising at 73% (Content Marketing Institute)
- 93% of marketers say pay-per-click (PPC) as a marketing channel is “effective” or “highly effective”, making it the 2nd most effective channel after content marketing (96%) (eMarketer)
- Only 10% of surveyed marketing professionals identify PPC as a primary focus for their budget allocation (eMarketer)
- Among surveyed marketing specialists worldwide, 49% claim it became harder managing PPC campaigns today than 2 years ago (PPCsurvey)
- Among in-house teams, the average monthly PPC spend is $950,000, while freelancers usually manage an ad budget of around $575,000 per month (PPCsurvey)
Here are the exact numbers:
Monthly PPC spend In-house Freelancer More than $3M 5% 3% Between $500K and $3M 14% 10% Between $50K and $500K 41% 38% Between $5K and $50K 29% 33% Under $5K 11% 16% - According to surveyed B2B marketers, PPC advertising ranks as the most effective paid channel for content marketing activities, with 61% of respondents citing it as effective, followed by social media advertising (49%), and sponsorships (48%) (Content Marketing Institute)
Search Ads Statistics
- Paid search spending in the US is estimated to reach $124.59 billion in 2024, showing an 11.1% year-over-year increase (eMarketer)
- The average cost-per-click for advertisements on Google ads stood at $1.16 (eMarketer)
- The average cost per click for search ads across multiple industries on Amazon was $1.50 (eMarketer)
- The average benchmark bounce rate for paid search is 43.9% (Contentsquare)
- The average click-through rate for Google search ads is 3.17%, based on data collected from multiple industries (WordStream)
- On average, paid search campaigns are reported to generate a conversion rate of 2.55% (Contentsquare)
- Paid search accounts for 29.7% of total media ad spending in the US (eMarketer)
- Analysis of over 43 billion website visits found that paid search accounts for 23% of traffic share, behind direct (27.6%) and organic search (26.7%) (Contentsquare)
- The share of new visitor traffic attributed to paid search is 27.6%, which is more than any other marketing channel (Contentsquare)
- Paid search accounts for 39.5% market share of digital advertising, more than any other advertising format (display, video or audio) (IAB)
- In the US, Google dominates the search advertising market, accounting for 50.5% of the total search ad spending (eMarketer)
- Amazon’s share of the overall search ad spending in the US is 22.3% (eMarketer)
- 75.78% of Google’s revenue came from advertising in Q1-Q3 2024 (Alphabet)
AI Use for PPC Statistics
- 75% of PPC professionals say they use generative AI at least “sometimes” for writing ads. Other common use cases include keyword research (60%) and writing emails (52%) (PPCsurvey)
Here are the exact numbers:
Use Case Share of PPC Professionals Who Use AI at Least “Sometimes” Writing ads 75% Keyword research 60% Writing emails 52% Audience research/analysis 48% Writing/editing scripts 45% Landing page optimization 41% Generating insights and suggestions 41% Strategy 38% Campaign creation 38% Reporting 31% - Among PPC professionals that use AI at least “sometimes” for writing emails, 71% claim they’re satisfied with results generated by AI (PPCsurvey)
Use Case Share of PPC Professionals Satisfied with AI Results Writing emails 71% Writing ads 69% Writing/editing scripts 64% Keyword research 59% Landing page optimization 55% Strategy 52% Campaign creation 52% Reporting 51% Audience research/analysis 51%
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