{"id":12147,"date":"2025-01-23T13:02:04","date_gmt":"2025-01-23T13:02:04","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/24-up-to-date-ppc-statistics-to-know\/"},"modified":"2025-01-23T13:02:04","modified_gmt":"2025-01-23T13:02:04","slug":"24-up-to-date-ppc-statistics-to-know","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/24-up-to-date-ppc-statistics-to-know\/","title":{"rendered":"24 Up-To-Date PPC Statistics to Know"},"content":{"rendered":"<p>Pay-per-click (PPC) advertising is one of the most effective paid channels helping businesses increase visibility and build awareness.<\/p>\n<p>If you\u2019d 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\u2019ve curated a list of 24 essential PPC statistics to help you answer these questions.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/24-up-to-date-ppc-statistics-to-know\/#General_PPC_Statistics\" >General PPC Statistics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/24-up-to-date-ppc-statistics-to-know\/#Search_Ads_Statistics\" >Search Ads Statistics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/24-up-to-date-ppc-statistics-to-know\/#AI_Use_for_PPC_Statistics\" >AI Use for PPC Statistics<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"General_PPC_Statistics\"><\/span>General PPC Statistics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li>Among surveyed pay-per-click (PPC) marketers, Google (<strong>98%<\/strong>), Facebook (<strong>76%<\/strong>) and Instagram (<strong>70%<\/strong>) are the most widely used advertising platforms (<a title=\"Statista\" href=\"https:\/\/www.statista.com\/statistics\/474514\/ppc-channels-advertisers-usa\/\" target=\"_blank\" rel=\"noopener\">Statista<\/a>)\u00a0<br \/>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Advertising Platforms for PPC Marketers\" alt=\"Advertising Platforms for PPC Marketers\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/ppc-marketers-advertising-platforms.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here\u2019s a full breakdown:<\/p>\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<thead>\n<tr>\n<th scope=\"col\">Digital Advertising Platform<\/th>\n<th scope=\"col\">Share of PPC Professionals<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Google (excluding YouTube)<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">98%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Facebook<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">76%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Instagram<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">70%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Microsoft (Bing)<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">67%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">YouTube<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">67%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">LinkedIn<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">48%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">TikTok<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">31%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Pinterest<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">24%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Amazon<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">17%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">X (Twitter)<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">15%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Reddit<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">11%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Apple Search<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">11%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Snapchat<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">9%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Quora<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">4%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Yandex<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">2%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Baidu<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">1%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Yahoo! Japan<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">1%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Digital Advertising Platform\">Other<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals\">6%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/li>\n<li>Among PPC practitioners with a monthly budget between <strong>$50K and $500K<\/strong>, Google, Facebook, and YouTube are the top 3 most used advertising platforms (<a title=\"PPCsurvey\" href=\"https:\/\/assets-global.website-files.com\/64ec68244172089051b43f1f\/660cfda5d69c305654b42050_Global-State-of-PPC-2024-PPCsurvey-com.pdf\" target=\"_blank\" rel=\"noopener\">PPCsurvey<\/a>)\u00a0<br \/>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Advertising Platforms for PPC Practitioners\" alt=\"Advertising Platforms for PPC Practitioners\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/ppc-practitioners-advertising-platforms.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here are the exact numbers:<\/p>\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<thead>\n<tr>\n<th scope=\"col\">Ad Platform<\/th>\n<th scope=\"col\">Adoption ($50K \u2013 $500K PPC budget)<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Google (excluding YouTube)<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">99%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Facebook<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">79%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">YouTube<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">75%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Instagram<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">74%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Microsoft (Bing)<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">73%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">LinkedIn<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">46%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">TikTok<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">28%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Pinterest<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">20%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Amazon<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">15%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">X (Twitter)<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">11%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Reddit<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">10%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Apple Search<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">7%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Snapchat<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">6%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Quora<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">4%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Yandex<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">1%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Baidu<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">1%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Yahoo! Japan<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">1%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Ad Platform\">Other<\/td>\n<td class=\"strong\" data-before=\"Adoption ($50K - $500K PPC budget)\">8%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/li>\n<li><strong>73%<\/strong> of B2C marketers stated their organization used PPC advertising in the last 12 months (<a title=\"Content Marketing Institute\" href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2c-research-content-marketing-mistake\" target=\"_blank\" rel=\"noopener\">Content Marketing Institute<\/a>)<\/li>\n<li><strong>64%<\/strong> 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% (<a title=\"Content Marketing Institute\" href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2b-content-marketing-trends-research\/\" target=\"_blank\" rel=\"noopener\">Content Marketing Institute<\/a>)<\/li>\n<li><strong>93%<\/strong> of marketers say pay-per-click (PPC) as a marketing channel is \u201ceffective\u201d or \u201chighly effective\u201d, making it the 2nd most effective channel after content marketing (96%) (<a title=\"eMarketer\" href=\"https:\/\/www.emarketer.com\/content\/5-charts-affiliate-marketing\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>)<br \/>\n<figure class=\"backlinko-image__visual-chart mt-1 backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Marketing Channels That Are Effective\" alt=\"Marketing Channels That Are Effective\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/effective-marketing-channels.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/li>\n<li>Only <strong>10%<\/strong> of surveyed marketing professionals identify PPC as a primary focus for their budget allocation (<a title=\"eMarketer\" href=\"https:\/\/www.emarketer.com\/content\/5-charts-affiliate-marketing\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>)<\/li>\n<li>Among surveyed marketing specialists worldwide, <strong>49%<\/strong> claim it became harder managing PPC campaigns today than 2 years ago (<a title=\"PPCsurvey\" href=\"https:\/\/assets-global.website-files.com\/64ec68244172089051b43f1f\/660cfda5d69c305654b42050_Global-State-of-PPC-2024-PPCsurvey-com.pdf\" target=\"_blank\" rel=\"noopener\">PPCsurvey<\/a>)<\/li>\n<li>Among in-house teams, the average monthly PPC spend is <strong>$950,000<\/strong>, while freelancers usually manage an ad budget of around <strong>$575,000 per month<\/strong> (<a title=\"PPCsurvey\" href=\"https:\/\/assets-global.website-files.com\/64ec68244172089051b43f1f\/660cfda5d69c305654b42050_Global-State-of-PPC-2024-PPCsurvey-com.pdf\" target=\"_blank\" rel=\"noopener\">PPCsurvey<\/a>)\u00a0<br \/>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Monthly PPC spend: In-house vs. Freelancer\" alt=\"Monthly PPC spend: In-house vs. Freelancer\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/monthly-ppc-spend-in-house-vs-freelancer.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here are the exact numbers:<\/p>\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<thead>\n<tr>\n<th scope=\"col\">Monthly PPC spend<\/th>\n<th scope=\"col\">In-house<\/th>\n<th scope=\"col\">Freelancer<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Monthly PPC spend\">More than $3M<\/td>\n<td data-before=\"In-house\">5%<\/td>\n<td data-before=\"Freelancer\">3%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Monthly PPC spend\">Between $500K and $3M<\/td>\n<td data-before=\"In-house\">14%<\/td>\n<td data-before=\"Freelancer\">10%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Monthly PPC spend\">Between $50K and $500K<\/td>\n<td data-before=\"In-house\">41%<\/td>\n<td data-before=\"Freelancer\">38%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Monthly PPC spend\">Between $5K and $50K<\/td>\n<td data-before=\"In-house\">29%<\/td>\n<td data-before=\"Freelancer\">33%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Monthly PPC spend\">Under $5K<\/td>\n<td data-before=\"In-house\">11%<\/td>\n<td data-before=\"Freelancer\">16%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/li>\n<li>According to surveyed B2B marketers, PPC advertising ranks as the most effective paid channel for content marketing activities, with <strong>61%<\/strong> of respondents citing it as effective, followed by social media advertising (49%), and sponsorships (48%) (<a title=\"Content Marketing Institute\" href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2b-content-marketing-trends-research\/\" target=\"_blank\" rel=\"noopener\">Content Marketing Institute<\/a>)<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Search_Ads_Statistics\"><\/span>Search Ads Statistics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li value=\"10\">Paid search spending in the US is estimated to reach <strong>$124.59 billion<\/strong> in 2024, showing an 11.1% year-over-year increase (<a title=\"eMarketer\" href=\"https:\/\/www.emarketer.com\/content\/exclusive-data-4-trends-paid-search-advertising\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>)<\/li>\n<li>The average cost-per-click for advertisements on Google ads stood at <strong>$1.16<\/strong> (<a title=\"eMarketer\" href=\"https:\/\/www.emarketer.com\/content\/exclusive-data-4-trends-paid-search-advertising\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>)<br \/>\n<figure class=\"backlinko-image__visual-chart mt-1 backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"The average CPC for advertisements on Google ads stood at $1.16\" alt=\"The average CPC for advertisements on Google ads stood at $1.16\" data-aspect-ratio=\"0.4\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/average-cpc-for-google-advertisements.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/li>\n<li>The average cost per click for search ads across multiple industries on Amazon was <strong>$1.50<\/strong> (<a title=\"eMarketer\" href=\"https:\/\/www.emarketer.com\/content\/exclusive-data-4-trends-paid-search-advertising\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>)<\/li>\n<li>The average benchmark bounce rate for paid search is <strong>43.9%<\/strong> (<a title=\"Contentsquare\" href=\"https:\/\/contentsquare.com\/digital-experience-benchmark\/\" target=\"_blank\" rel=\"noopener\">Contentsquare<\/a>)<\/li>\n<li>The average click-through rate for Google search ads is <strong>3.17%<\/strong>, based on data collected from multiple industries (<a title=\"WordStream\" href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/02\/29\/google-adwords-industry-benchmarks\" target=\"_blank\" rel=\"noopener\">WordStream<\/a>)<br \/>\n<figure class=\"backlinko-image__visual-chart mt-1 backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"The average click-through rate for Google search ads is 3.17%\" alt=\"The average click-through rate for Google search ads is 3.17%\" data-aspect-ratio=\"0.44\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/average-ctr-for-google-seearch-ads.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/li>\n<li>On average, paid search campaigns are reported to generate a conversion rate of <strong>2.55%<\/strong> (<a title=\"Contentsquare\" href=\"https:\/\/contentsquare.com\/digital-experience-benchmark\/\" target=\"_blank\" rel=\"noopener\">Contentsquare<\/a>)<\/li>\n<li>Paid search accounts for <strong>29.7%<\/strong> of total media ad spending in the US (<a title=\"eMarketer\" href=\"https:\/\/www.emarketer.com\/content\/how-search-shifting-5-charts\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>)<\/li>\n<li>Analysis of over 43 billion website visits found that paid search accounts for <strong>23%<\/strong> of traffic share, behind direct (27.6%) and organic search (26.7%) (<a title=\"Contentsquare\" href=\"https:\/\/contentsquare.com\/digital-experience-benchmark\/\" target=\"_blank\" rel=\"noopener\">Contentsquare<\/a>)<br \/>\n<figure class=\"backlinko-image__visual-chart mt-1 backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Paid search drives 23% of traffic from over 43 billion website visits\" alt=\"Paid search drives 23% of traffic from over 43 billion website visits\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/analysis-of-website-visits-paid-search.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/li>\n<li>The share of new visitor traffic attributed to paid search is <strong>27.6%<\/strong>, which is more than any other marketing channel (<a title=\"Contentsquare\" href=\"https:\/\/contentsquare.com\/digital-experience-benchmark\/\" target=\"_blank\" rel=\"noopener\">Contentsquare<\/a>)<\/li>\n<li>Paid search accounts for <strong>39.5%<\/strong> market share of digital advertising, more than any other advertising format (display, video or audio) (<a title=\"IAB\" href=\"https:\/\/www.iab.com\/wp-content\/uploads\/2024\/04\/IAB_PwC_Internet_Ad_Revenue_Report_2024.pdf\" target=\"_blank\" rel=\"noopener\">IAB<\/a>)<\/li>\n<li>In the US, Google dominates the search advertising market, accounting for <strong>50.5%<\/strong> of the total search ad spending (<a title=\"eMarketer\" href=\"https:\/\/www.emarketer.com\/content\/exclusive-data-4-trends-paid-search-advertising\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>)<br \/>\n<figure class=\"backlinko-image__visual-chart mt-1 backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"In the US, Google dominates the search advertising market with 50.5%\" alt=\"In the US, Google dominates the search advertising market with 50.5%\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/analysis-of-website-visits-paid-search-2.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/li>\n<li>Amazon\u2019s share of the overall search ad spending in the US is <strong>22.3%<\/strong> (<a title=\"eMarketer\" href=\"https:\/\/www.emarketer.com\/content\/exclusive-data-4-trends-paid-search-advertising\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>)<\/li>\n<li><strong>75.78%<\/strong> of Google\u2019s revenue came from advertising in Q1-Q3 2024 (<a title=\"Alphabet\" href=\"https:\/\/abc.xyz\/assets\/94\/93\/52071fba4229a93331939f9bc31c\/goog-10-q-q3-2024.pdf\" target=\"_blank\" rel=\"noopener\">Alphabet<\/a>)<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"AI_Use_for_PPC_Statistics\"><\/span>AI Use for PPC Statistics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li value=\"23\"><strong>75%<\/strong> of PPC professionals say they use generative AI at least \u201csometimes\u201d for writing ads. Other common use cases include keyword research (60%) and writing emails (52%) (<a title=\"PPCsurvey\" href=\"https:\/\/assets-global.website-files.com\/64ec68244172089051b43f1f\/660cfda5d69c305654b42050_Global-State-of-PPC-2024-PPCsurvey-com.pdf\" target=\"_blank\" rel=\"noopener\">PPCsurvey<\/a>)\u00a0<br \/>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"PPC Professionals use generative AI\" alt=\"PPC Professionals use generative AI\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/ppc-professionals-use-generative-ai.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here are the exact numbers:<\/p>\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<thead>\n<tr>\n<th scope=\"col\">Use Case<\/th>\n<th scope=\"col\">Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Writing ads<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">75%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Keyword research<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">60%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Writing emails<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">52%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Audience research\/analysis<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">48%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Writing\/editing scripts<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">45%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Landing page optimization<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">41%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Generating insights and suggestions<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">41%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Strategy<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">38%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Campaign creation<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">38%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Reporting<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Who Use AI at Least \u201cSometimes\u201d\">31%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/li>\n<li>Among PPC professionals that use AI at least \u201csometimes\u201d for writing emails, <strong>71%<\/strong> claim they\u2019re satisfied with results generated by AI (<a title=\"PPCsurvey\" href=\"https:\/\/assets-global.website-files.com\/64ec68244172089051b43f1f\/660cfda5d69c305654b42050_Global-State-of-PPC-2024-PPCsurvey-com.pdf\" target=\"_blank\" rel=\"noopener\">PPCsurvey<\/a>)\u00a0\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<thead>\n<tr>\n<th scope=\"col\">Use Case<\/th>\n<th scope=\"col\">Share of PPC Professionals Satisfied with AI Results<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Writing emails<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Satisfied with AI Results\">71%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Writing ads<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Satisfied with AI Results\">69%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Writing\/editing scripts<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Satisfied with AI Results\">64%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Keyword research<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Satisfied with AI Results\">59%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Landing page optimization<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Satisfied with AI Results\">55%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Strategy<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Satisfied with AI Results\">52%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Campaign creation<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Satisfied with AI Results\">52%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Reporting<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Satisfied with AI Results\">51%<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Use Case\">Audience research\/analysis<\/td>\n<td class=\"strong\" data-before=\"Share of PPC Professionals Satisfied with AI Results\">51%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/li>\n<\/ol>\n<p>The post <a href=\"https:\/\/backlinko.com\/ppc-statistics\" target=\"_blank\" rel=\"noopener\">24 Up-To-Date PPC Statistics to Know<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Pay-per-click (PPC) advertising is one of the most effective paid channels helping businesses increase visibility and build awareness. If you\u2019d 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\u2019ve 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)\u00a0 Here\u2019s a full breakdown: [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12148,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-12147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/01\/ppc-marketers-advertising-platforms-j3BAM0-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/01\/ppc-marketers-advertising-platforms-j3BAM0-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/craig\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/12147","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=12147"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/12147\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/12148"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=12147"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=12147"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=12147"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}