The global digital advertising market is projected to reach $910B+ by 2027, with PPC making up over 55% of total spend.
Businesses earn an average of $2 for every $1 spent on Google Ads.
65% of small-to-medium businesses run PPC campaigns.
PPC accounts for 41% of all digital marketing budgets on average.
78% of marketers consider PPC a major growth driver in lead generation.
Companies spending $5K–$50K/month on PPC see the most consistent ROI growth.
CPC inflation averages 5–12% annually, varying by industry.
Retail and eCommerce represent 27% of global PPC spend.
The median PPC monthly budget for SMBs is $3,500/month.
47% of brands increased PPC budgets in the last 12 months.

Google Ads Statistics

Google Ads controls ~80% of global paid search share.
The average Google Ads CTR across all industries is 3.17%.
The average CPC across industries is $2.69.
The average conversion rate across Google Search Ads is 4.4%.
Mobile drives 52% of all Google Ads clicks.
66% of buyer-intent searches start on Google.
Search ads increase brand awareness by up to 80%.
The average CPM for Google Display Network is $3.12.
The real estate industry has one of the highest CPCs at $2.37–$6.40+.
49% of consumers say they click Google Ads because they match what they search.

Bing / Microsoft Ads

Microsoft Ads reaches ~700M monthly PC users.
Microsoft Ads CPCs are typically 32% lower than Google Ads.
The average Microsoft Ads CTR is 2.83%.
Microsoft Ads conversion rates can be 10–56% higher depending on demographic targeting.
Users on Microsoft Search have higher average income levels.

Facebook / Meta Ads

Facebook Ads reach 2.1B+ daily active users.
The average Facebook Ads CPC is $0.94.
The average CPM on Facebook Ads is $13.12.
The average Facebook Ads CTR is 1.4%.
Instagram Ads often have higher engagement but also higher CPC at $1.10–$1.80.
Meta retargeting ads increase conversions by up to 70%.
87% of advertisers use Facebook for remarketing.
Video ads on Facebook produce 2.3x more engagement than static images.
Facebook Lead Form Ads reduce cost per lead by 10–60% depending on industry.
44% of users discover new products on Meta platforms.

YouTube Ads

YouTube has 2.7B+ logged-in monthly users.
The average CPV (cost-per-view) on YouTube is $0.02–$0.08.
The average YouTube video ad CTR is 0.65%.
TrueView ads allow skipping but still drive 31% higher recall.
70% of YouTube viewers purchased from a brand they saw in an ad.

TikTok Ads

TikTok has 1.5B+ active monthly users.
The average TikTok CPC is $0.80–$1.60.
TikTok’s CPM ranges $6–$14 depending on region.
TikTok ads drive 1.5x higher engagement on mobile vs. Facebook.
63% of users have purchased something they saw on TikTok.

LinkedIn Ads

LinkedIn reaches 950M+ professionals.
The average CPC on LinkedIn Ads is $5.26–$9.72.
LinkedIn Ads have the highest lead quality in B2B, cited by 79% of marketers.
The average LinkedIn conversion rate is 6.1%.
LinkedIn users have 2x higher buying intent on B2B offers.

Industry Benchmarks

Legal PPC CPC can exceed $45+ per click.
Insurance PPC CPC is often $18–$55+.
Home services average CPC is $5.60–$12.30.
Restaurants average CPC is $1.20–$2.80.
SaaS avg. PPC conversion rate is 7–14%, among the highest.

Conversion & Landing Page Performance

The average landing page conversion rate across PPC is 4.02%.
Fast-loading pages improve PPC conversions by up to 37%.
Removing form fields can increase conversion rates by 29–120%.
Landing pages with video can boost conversions up to 80%.
68% of PPC traffic goes to dedicated landing pages, not homepages.

Remarketing & Retargeting

Retargeting ads increase conversion likelihood by 70%+.
The average CPC for retargeting campaigns is lower by 45%.
Abandoned-cart retargeting emails have 41% open rate.
92% of first-time site visitors do not convert without remarketing.

Smart / Automation PPC

Smart Bidding adoption increased by 30% year-over-year.
Automated bidding can improve CPA by up to 25%.
Responsive Search Ads deliver 13%+ more conversions vs. expanded text ads.
AI-driven keyword grouping reduces wasted ad spend by 15–45%.

Search Behavior

46% of all product searches start on Google.
65% of people click on ads when searching for buying information.
Mobile accounts for 59% of paid search clicks.
Voice search PPC audience expected to grow 18% YoY.

Keywords & Trends

Long-tail keywords have 3–5x lower CPC.
The average search query length is 4.2 words.
Negative keyword optimization reduces wasted spend by 10–25%.

Ecommerce PPC

Google Shopping Ads account for ~65% of eCommerce PPC clicks.
The average ROAS for eCommerce PPC is 400–800%.
40% of consumers click shopping ads above search results.

Local PPC

Local Services Ads drive 2x higher lead trust than standard PPC.
Location-based targeting lowers CPL by 18–34%.
“Near me” searches increased by 500%+ in the last 3 years.

A/B Testing

A/B testing ads improves CTR by 15–41%.
Testing headlines typically yields the highest performance change.
Most campaigns need at least 1,000 impressions per variation for reliable data.

Ad Extensions & Creative

Sitelink extensions increase CTR by 10–35%.
Image extensions boost CTR by 5–18%.
Ads with emotional copy perform 23% better.

Bidding & Optimization

Manual CPC bidding is still used by 22% of advertisers.
Maximize Conversions bidding increases spend quickly if not capped.
CPA bidding works best with at least 30–50 conversions/month.

Audience Targeting

Lookalike audiences reduce CPA by 12–45%.
Customer list (1st-party) audiences convert 2–6x higher.
Age + device segmentation improves ROAS in 81% of campaigns.

Fraud & Click Quality

Click fraud affects ~17% of PPC traffic.
Fraud detection tools reduce wasted spend by 10–28%.

Brand vs. Non-Brand Search

Brand keywords have 7x higher CTR.
Non-brand keywords drive 65–90% of new customer acquisition.
Brand CPC averages $0.40–$1.20 vs. $2–$20+ non-brand.

ROI & Business Growth

PPC drives 52% of eCommerce revenue for many online brands.
PPC campaigns that run 90+ days consistently outperform new campaigns by 27–60% due to optimization time.

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About the author, Bill Nash

Bill Nash is the CMO of Marketing LTB with over a decade of experience, he has driven growth for Fortune 500 companies and startups through data-driven campaigns and advanced marketing technologies. He has written over 400 pieces of content about marketing, covering topics like marketing tips, guides, AI in advertising, advanced PPC strategies, conversion optimization, and others.