24 Up-To-Date PPC Statistics to Know

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:

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:

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:

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:

Among PPC professionals that use AI at least “sometimes” for writing emails, 71% claim they’re satisfied with results generated by AI (PPCsurvey)