Google Ads can produce tremendous results for your business, enabling you to reach a colossal audience and leverage industry-leading marketing tools.
However, the Google advertising landscape is constantly shifting. Platform features and audience behaviours are always changing, and if you’re not staying on top of these fast-moving developments, it’s easy to fall behind.
If you want to keep up with the latest Google Ads trends (and stay one step ahead of the competition) then industry statistics are your best friend.
Stats and data points will keep you in the loop and fully informed about the world of Google advertising – and luckily for you, we’ve pulled together 64 of them in this guide. Read on to explore 64 must-know Google Ads statistics that will help you to maximise campaign performance and discover valuable new marketing opportunities.
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General Google Ads Statistics
1. 77% of marketers plan to increase their investment in Google Ads in 2023.
Google Ads (previously Google AdWords) has consistently delivered strong returns for marketers around the globe, and this isn’t likely to stop anytime soon. More and more brands are increasing investment in Google advertising, meaning the market has never been more competitive.
2. Almost 63% of people have clicked on a Google ad in their lifetime.
It can be difficult to comprehend the scale of Google as an advertising platform, but this statistic speaks to the global reach and influence of Google Ads.
3. Google owns 83.84% of the global search engine market – in the UK, Google’s search engine market share is 86.31%.
Google is a behemoth in the world of search engines. If you want to leverage any kind of SEO or paid search advertising, then Google should be your first destination.
4. Google Ads has a 29% share of global digital ad spending.
Google holds almost a third of all digital marketing spend worldwide, which is a pretty mind-blowing statistic. When it comes to advertising platforms, it doesn’t get much bigger.
Google User Statistics
5. 65% of people click on ads when making purchases online.
Digital advertising has become an integral part of the online shopping experience. Google Ads is particularly powerful here, allowing you to serve ads instantly when a user is searching for relevant products or displaying purchase intent.
6. There are 246m unique Google users located in the USA.
Google attracts a jaw-dropping number of users in many key global markets, which provides businesses with unmissable marketing opportunities.
7. Google has 4.3bn users worldwide, which is around 83% of the total internet population.
Google is far more than just a marketing platform, offering a wide range of digital services (e.g. search, shopping, Google maps) to billions of users around the globe.
8. In April 2021, Google received around 3.5bn unique monthly visitors in the US alone.
The Google network constantly receives a colossal amount of traffic, meaning an always-on presence can be hugely beneficial for digital advertisers.
Google Pay Per Click (PPC) Statistics
9. In 2019, it was reported that Google Ads owned 73.1% of the paid search market.
If you’re looking to utilise market-leading paid search tactics and maximise your return on investment, Google is the best option for your business.
10. 80% of businesses use the Google platform for PPC campaigns.
Google is a universal choice for PPC marketing – and since your competitors are almost certainly using the platform, it’s vital that you remain competitive with a data-driven Google Ads strategy.
11. On average, Google Ads generates twice the amount of website visitors as SEO.
While SEO is a fantastic tool for attracting site visitors, if you want to maximise traffic, you’ll need to balance a consistent content strategy with Google Ads PPC campaigns.
12. Nearly 60% of users are unaware of the difference between paid search ads and organic listings.
Google ads aren’t just great for targeting prospects based on buyer intent – they’re also highly visible and non-intrusive, which can help to drive sky-high clicks and conversions.
13. The top three paid ads in Google search results receive 46% of the total clicks on page.
With smart keyword targeting and high-quality paid search ads, you can maintain insane levels of visibility for your brand, leading to consistent clicks and conversions.
Google Conversion Rate Statistics
14. The average CTR for Google Search ads is 2%.
Google Search advertising can deliver consistently high click through rates, which is crucial for driving website traffic and conversions. As a point of comparison, Facebook ads drive an average CTR of 0.90% across all industries.
15. The average click through rate for a first-position Google Search ad is 7.94%.
Although Google Search campaigns generally deliver a strong CTR, the results can be particularly impressive for advertisers in the highest positions within search results.
16. The average Google Ads conversion rate on the Search Network is 4.40% across all industries…
Unsurprisingly, Google Search advertising can deliver a very positive conversion rate, as brands reach users actively searching for their products, solutions, and services.
17. …on the other hand, the conversion rate on the Google Display Network is around 0.57% across all industries.
Google Display ads aren’t necessarily reaching prospects in a buying mindset, so are often more useful for driving brand awareness than cost-efficient conversions.
Google Ads Revenue Statistics
18. Google’s ad revenue is expected to increase by 9.5% in 2023.
Despite having launched more than two decades ago, Google is continuing to innovate as a business and unlock increasingly profitable revenue opportunities.
19. Google generated a total of $59bn in ad revenue in Q4 2022.
Google generates a mind-blowing amount of revenue through advertising channels, which is why the platform is constantly developing new marketing tools and features.
20. Google’s parent company, Alphabet, made $147bn in 2020 through Google Ads revenue.
Google Ads represented 80% of Alphabet’s total revenue in 2020, highlighting the staggering amount of money that’s invested in Google advertising channels.
21. Publishers receive 68% of the revenue their hosted ads generate through Google AdSense.
Since the Google Ads network generates a huge amount of revenue, Google AdSense publishers can also benefit by hosting paid ad placements on their websites.
Google Ads Costs Statistics
22. The average cost per click on the Google Ads Search Network is between $1 and $2.
Google advertising costs will fluctuate dramatically based on several factors (e.g. industry, keywords, audience) but brands can expect to pay a $1-$2 CPC on the Search Network – the Display Network, on the other hand, can drive ad clicks for less than $1.
23. The average small-to-medium-sized business (SMB) spends roughly $9,000-$10,000 per month on PPC advertising.
PPC ads through Google can be incredibly cost-efficient, but you’ll still need to invest a healthy budget to allow for effective testing, optimisations, and scaling.
24. Google recommends a daily ad spend of $10-$50 for newer advertisers.
A modest Google Ads budget is perfectly fine for beginners, but if you want to maximise your returns, you’ll want to steadily increase (and optimise) investment over time.
Google Ads ROI Statistics
25. Google data shows that the average Google Ads ROI is 800% – in other words, marketers generate $8 for every $1 spent.
Google can be ridiculously cost-efficient for marketers – but this requires smart Google Ads campaign management, effective keyword strategies, and data-driven optimisations.
26. 49% of businesses say that organic search brings them the best marketing ROI.
While paid advertising with Google can deliver exceptional results, it’s important not to overlook the potential of SEO and the long-term value of an effective content strategy.
27. 43% of US consumers claim to have purchased a product after seeing it advertised online.
Digital ads allow brands to reach active shoppers, capitalise on purchase intent, and drive product sales – and there’s no better platform for e-commerce marketing than Google Ads.
Google Ads Targeting Statistics
28. Approximately 80% of internet users see Google Display Network ads every day.
Google Ads provides you with unrivalled access to a colossal digital audience, enabling you to effectively increase brand awareness and drive conversions.
29. According to YouTube data, campaigns using intent-based targeting have a 20% higher ad recall lift and a 50% higher brand awareness lift.
Google harvests an incredible amount of data about its users – and with smart targeting strategies, you can transform these data insights into tangible results for your business.
Google Mobile Advertising Statistics
30. 61.9% of Google Ads clicks come from mobile devices.
A significant amount of Google traffic originates from mobile devices, which is why it’s vital to ensure that your creative assets and website content are built for mobile consumption.
31. 60% of smartphone users have contacted a business directly through search results.
Google Search campaigns aren’t just effective at driving clicks & conversions. They can also open up direct communications with hot prospects.
32. Approximately 33% of mobile ad spending goes to Google Ads.
It’s become infinitely easier for consumers to browse products and make purchases on their mobile devices, and Google campaigns enable marketers to reach these shoppers at exactly the right moment.
33. 64% of mobile searches take place on Google.
Google is the go-to search engine for the majority of the internet population. If you want to reach potential customers at scale, Google Ads is the place to be.
34. 60% of users click on mobile ads at least once a week.
Mobile users are ready & willing to engage with the right digital ads – you just need to ensure that you’re delivering eye-catching headlines and compelling CTAs that drive action.
35. 52% of ad clicks originate from mobile devices.
It’s never been more important for digital advertisers to tailor their ad creatives, website design, and content strategies around mobile audiences.
36. 46% of users prefer to use their smartphone for researching/buying products – on a similar note, 40% of online transactions occur on mobile devices.
Mobile usage is now an integral part of the customer journey. If you want to maximise clicks and conversions, you need to ensure that your Google campaigns are accessible and engaging for mobile audiences.
37. Mobile ads can be up to 5x more effective than online ads.
Mobile advertising offers a wide range of benefits, including convenience for target audiences, low levels of ad clutter, and cost-effectiveness for marketers.
Google Shopping Statistics
38. 98% of global consumers shop online.
Online shopping has now become the default option for many consumers, and Google advertising allows you to capitalise on clear purchase intent.
39. The average Google Shopping ad conversion rate is 1.91%.
Google Shopping campaigns provide you with a golden opportunity to showcase relevant products to users actively seeking them out. That’s a recipe for clicks and conversions.
40. The average cost per click of Google Shopping ads is approximately $0.66.
Google Shopping ads can consistently deliver cheap clicks for advertisers, often outperforming Google Search ads in terms of cost-efficiency.
41. Google Shopping ads now drive 76.4% of all retail search ad spend.
Google Shopping is insanely popular among retail advertisers, and with good reason – these placements enable brands to highlight relevant products at precisely the moment customers are searching for them.
Google Local Ad Campaign Statistics
42. 4 out of 5 consumers want ads to be customised based on their location.
Many shoppers want to see more relevant ads that are tailored to their city, area, or postcode. Fortunately, this is exactly what Google Local campaigns are designed for.
43. 4 in 5 consumers also use search engines to seek out local information and businesses.
If you want to reach local customers and drive sales, building a visible presence on search engines like Google is a must.
44. The average cost per lead for Google Local Services ads is around $6-$30.
Google Local ads can be a game-changer for local businesses, as you’ll only be charged for valid leads.
45. The average conversion rate for local searches is approximately 80%.
Local searches tend to be very specific and focused on a particular product/service. As a result, they can often lead to speedy and consistent conversions.
Google Ad Statistics For Business
46. 65% of small-to-medium-sized businesses invest in PPC campaigns.
PPC can be tremendously effective and cost-efficient for SMBs. Brands that fail to launch their own PPC campaigns will likely find themselves falling behind the competition.
47. Over 1.2m businesses rely on Google Ads to market their products/services.
If you’re a business with any interest in digital advertising, then Google Ads is a must-have in your wider marketing strategy.
48. While the basics of PPC take around 3 weeks to learn, SEO can take up to 3 months.
While every marketer will learn at different speeds, PPC platforms like Google are designed to be as accessible as possible. SEO, on the other hand, requires far more specialist knowledge and experience.
49. 55% of companies utilise display advertising.
Display ads can be highly effective for brands in every industry, allowing them to increase brand awareness, appear around relevant content, and leverage multiple creative formats.
50. The e-commerce industry has the lowest average CPC, coming in at around $6.75.
E-commerce brands can drive incredibly cost-efficient results through platforms like Google, reaching warm prospects in moments when they’re most likely to convert.
Google Consumer Behaviour Statistics
51. 87% of people begin their product search journey online.
To maximise your conversions, you need to ensure a full-funnel presence across the online consumer journey. This is where platforms like Google Ads can be invaluable.
52. 90% of consumers report that online ads impact their purchase decisions.
Digital advertising can have a very real impact on consumer behaviours and purchase decisions. With accurate keyword targeting, persuasive product messaging, and action-oriented CTAs, you can see a dramatic improvement in your conversion rates.
53. 75% of users report that paid search makes it easier for them to find information.
Rather than ignoring paid search ads, users are often willing to engage with them and utilise them to find the information they need. If you can offer relevant products or services to your target audience, Google will provide you with the visibility you need to drive clicks.
54. Mobile online shoppers are predicted to shop more frequently than offline shoppers.
E-commerce makes it incredibly easy for potential customers to browse and purchase new products. Take advantage of this by launching targeted Google ads and creating a convenient website experience for consumers.
Google Ad Campaign Management Statistics
55. According to 79% of marketers, PPC advertising is a driving force for their business.
Whether you’re looking to raise brand awareness or generate cost-efficient conversions, PPC advertising can enable you to maximise returns and minimise costs.
56. Marketers should spend an average of 30 minutes per week adjusting their keywords, campaigns, and Google Ads strategies.
Google recommends that advertisers should allocate 30 minutes per week to reviewing results and implementing optimisations.
Google AdSense Statistics
57. Google AdSense’s click through rate varies from 1% to 10%.
The CTR of Google AdSense placements can fluctuate wildly depending on the audience, website content, and ad targeting.
58. Google receives 32% of the revenue generated from Google AdSense.
If you run a website that’s attracting a decent amount of consistent traffic, then Google AdSense can be a good way to generate passive income through hosting ad placements.
59. Around 58.5m live websites are using Google AdSense worldwide.
Google AdSense allows both established global publishers and smaller websites to monetise their traffic – as well as providing marketers with more paid advertising inventory.
60. Google pays around $10bn to its AdSense publishers every year.
Becoming a Google AdSense partner can be very profitable, particularly for global publishers with multiple websites that attract high levels of traffic.
Google Search Network vs Google Display Network Statistics
61. The Google Display Network reaches more than 90% of internet users worldwide.
The Google Display Network reaches a staggering number of global users, providing marketers with the platform they need to build brand awareness and scale up their advertising spend.
62. The Google Display Network is made up of more than 2m websites, videos, and apps.
Brands can leverage the Google Display Network to access a huge range of digital properties. You can also utilise audience, keyword, and contextual targeting to ensure that you’re reaching high-value prospects.
63. There are 6 different ad types available on the Google Search Network, including Text ads, Call-Only ads, and Image/Video ads.
While Google Search placements may look relatively simple, you can still diversify your ad formats to experiment with new approaches and launch different creative executions.
64. 55% of users that click on Google Search Network ads prefer Text ads.
Google Search Text ads are very straightforward, but they can also be extremely effective. Users searching on Google want to discover relevant information quickly, and Text ads can provide instant answers and solutions that generate clicks.
Using Google Ads statistics to improve campaign performance
We’ve just thrown a lot of Google Ads facts, numbers, and statistics in your direction.
But how can this information actually help you to drive superior results with Google advertising?
While these statistics may seem interesting, you might be struggling to understand how they can benefit your campaigns. The key is to use these data points to plug any gaps in your existing Google knowledge and identify where you may be missing opportunities.
For example, these statistics tell you a lot about how competitive the Google Ads landscape is. There are millions of global advertisers investing a significant amount of money into Google campaigns. If you want to stay competitive and visible in front of your target audience, then you’ll need to equip yourself with a smart strategy and data-fuelled keywords.
These stats might also help you to identify new advertising opportunities for your brand.
For instance, maybe you hadn’t fully realised the scale of the Google Display Network or recognised the potential cost-efficiency of Google Shopping ads.
The size of the Google Ads platform means that it’s easy to overlook valuable marketing opportunities, but by paying close attention to these statistics, you can ensure that you’re taking full advantage of every tool, channel, and feature available to you.
Finally, monitoring Google Ads statistics means that you have a better chance of keeping up with new audience behaviours and platform developments.
The world of digital marketing moves at an eye-watering speed, and sometimes it can feel almost impossible to keep track of every shift and change. While individual statistics may only tell you so much, gathering a large number of data points can help you to identify broader industry trends and react to new marketing opportunities.
While it’s unrealistic (and unnecessary) to review Google Ads statistics every week, it’s a good idea to check in every few months to see what’s changing in the industry.
New tools are constantly being released, and audience preferences are always changing, so keeping tabs on these numbers will help you to stay ahead of the competition and optimise your Google ads campaigns.
Take note of any stats that have surprised you, think carefully about marketing opportunities you might be overlooking, and keep an eye out for emerging Google trends!