PPC Statistics You Need to Know In 2020

Last Updated 11/03/2020

Don't become a statistic

50% of people arriving at a retailers site from paid ads are more likely to buy than those who came from an organic link.


One-third of people (33%) click on a paid search ad because it directly answers their search query.


89% of the traffic generated by Google Ads is not replaced by organic clicks when ads are paused.

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List of PPC Statistics 2020

There’s no denying that pay per click advertising is the most popular form of digital advertising today. With advertisers spending billions of dollars a year on the likes of Google, Facebook, Instagram and LinkedIn, the numbers involved with PPC are simply mind-blowing.

To show you just how vital PPC advertising is in today’s world, we’ve handpicked some of the most important and interesting PPC statistics. From Google Ads statistics to Amazon PPC statistics, you’ll quickly understand why businesses are continuing to invest billions into this marketing strategy.

General PPC Statistics

40% of brands and agencies say that their ppc budget is lower than where they actually want it to be

(Social Media Today, 2018)

76% of people who search for something nearby on a smartphone will visit a business within one day.

(Google, 2017)

Over 7 million advertisers invested a total of $10.01 billion for PPC ads in 2017.

(Social Media Today, 2017)

79% of marketers say PPC is hugely beneficial for their business.

(Hanapin Marketing, 2019)

62% of marketers stated they will increase their PPC budgets for the following year.

(Hanapin Marketing, 2018)

In 2019 approximately 25.8% of global internet users were using ad blockers.

(Statista, 2019)

Bing’s average CPC is $1.54, 33% lower than Google Ads.

(WordStream, 2018)

The average PPC salary in the US is $49,941 per year.

(PayScale, 2020)

17% of marketers use PPC ads for lead generation.

(Formstack, 2016)

Ad blocking in the US has increased from 15 percent to 30 percent since 2014.

(Statitsa, 2018)

Search advertising on mobile is expected to reach $22.8 billion in 2020.

(Statitsa, 2019)

Search ads increase brand awareness by as much as 80%.

(Google, 2014)

65% of B2B companies have acquired customers through LinkedIn ads.

(Hubspot, 2012)

58% of millennials purchased something due to an online or social media ad.

(Clutch, 2017)

45% of small businesses invest in pay-per-click (PPC) advertising.

(Clutch.io, 2018)

Text ads the most popular with 49% of users clicking them

(Search Engine Land, 2019)

74% of brands say PPC is a huge driver for their business

(State of PPC 2019/2020, 2019)

64% of brands are planning to increase their PPC budget in the next 12 months

(State of PPC 2019/2020, 2019)

46% of Internet users can’t readily tell the difference between PPC ads

(PPC Resellers, 2019)

PPC visitors are 50% more likely to purchase something than organic visitors.

(Unbounce, 2019)

The legal industry has the highest average cost per action at $135.17

(Search Engine Land, 2016)

Google and Facebook still hold the largest share of total U.S. digital ad spending, with 37.2% and 22.1%

(AdAge, 2019)

Companies spent $106.5 billion on search advertising globally in 2019

(Statista, 2019)

72% of companies haven’t looked at their ad campaigns in over a month.

(Neil Patel, 2019)

41% of clicks go to the top 3 paid ads on the search results page.

(WordStream, 2015)

52% of PPC clicks come from mobile.

(WordStream, 2019)

70% of all paid search impressions are on mobile.

(Mobile Marketer, 2019)

77% of users are confident they can recognize paid search ads.

(Clutch.io, 2018)

75% of people say paid ads make it easier to find the information they are searching for.

(Clutch.io, 2018)

26% of people click on a paid search ad because it mentions a brand they are familiar with.

(Clutch.io, 2018)

Google Ads Statistics

78% of marketers said they rely on Google Ads and social media advertising to get their messages out.

(Formstack, 2016)

For every $1 spent on Google Ads, businesses earn an average revenue of $2

(Google, 2018)

In 2018, 72% of Google AdWords marketers plan to increase their PPC budget.

(Wishpond, 2018)

If there is no right-handed column, 45.5% of people can’t tell the difference between organic and paid search results.

(Hubspot, 2017)

About 97% of Google’s total revenues come from Google Ads advertising.

(Google Investor Relations)

The average click-through rate for an ad in the first position is 7.94%

(AccuraCast, 2017)

The average CPC in Google Ads is $2.69 on the search network and $0.63 on the display network.

(WordStream, 2018)

46% of the total clicks go to the top three paid advertising positions.

(WordStream, 2017)

Google took down 2.3 billion bad ads in 2019.

(Search Engine Land, 2019)

Google gets over 167 billion searches per month

(Search Engine Land, 2016)

Google Ads is the most popular PPC network with digital advertisers (PPC Paid Media Survey, 2019)

(State of PPC 2019/2020, 2019)

96% of brands are spending money on Google Ads.

(State of PPC 2019/2020, 2019)

77% of marketers will increase their spend on Google Ads over the next 12 months.

(State of PPC 2019/2020, 2019)

49 percent of people said they click on text ads; 31 percent on Shopping ads; and 16 percent on video ads

(Search Engine Land, 2019)

About four times as many people are more likely to click on a paid search ad on Google (63%) than on any other search engine – Amazon (15%), YouTube (9%), and Bing (6%).

(Clutch.co, 2019)

The average click-through rate in Google Ads is 3.17% for the search network and 0.46% on the display network.

(WordStream, 2019)

On average, small businesses that use Google Ads spend between $9,000 and $10,000 per month.

(WordStream, 2019)

Only 10% of Google Ads accounts are optimized once a week

(WordStream, 2013)

The highest average CPC for Google Ads belongs to the legal industry

(Statista, 2018)

The lowest average CPC for Google Ads belongs to the eCommerce industry

(Statistia, 2018)

Google Ads receives 65% of the clicks with keywords that start with buying keywords.

(WordLead, 2018)

Google made $116.5 billion revenue from Google Ads in 2018.

(Statista, 2018)

Amazon Ad Statistics

Amazon is the third most popular advertising platform behind Facebook and Google.

(eMarketer, 2018)

Amazon earned $10 billion in ad revenue from the US in 2019.

(eMarketer, 2019)

The average CTR on Amazon is 0.36%.

(AdBadger, 2019)

The click through rate of Amazon Sponsored Products is less than half of Google Shopping ads.

(MediaPost, 2018)

The average cost per click on Amazon ads is $0.97.

(AdBadger, 2019)

The average Amazon PPC conversion rate is 9.47%.

(AdBadger, 2019)

85% of ad spend on Amazon is on sponsored products.

(Merkle, 2018)

66% of product searches start on Amazon.

(eMarketer, 2019)

The Problem of Click Fraud

PPC Protect Click Fraud Infographic

When it comes to click fraud, it’s all about numbers and figures. Is click fraud increasing or decreasing? Which industries are the most affected? How much does it cost businesses? We understand that not everyone is great with statistics and working with them can sometimes be confusing. To help you visually understand the problem of click fraud and how it affects businesses, we’ve put together a detailed click fraud infographic.

Our infographic which explores the worrying statistics available for click fraud. We explore the percentage of fraudulent clicks over time, the estimated yearly cost of click fraud, and the sectors most at risk.

View Infographic

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