PPC Statistics

PPC Statistics 2024: KEY Facts & Trends

Published on: August 24, 2023
Last Updated: August 24, 2023

PPC Statistics 2024: KEY Facts & Trends

Published on: August 24, 2023
Last Updated: August 24, 2023

Pay Per Click (PPC) advertising has become an increasingly popular marketing strategy for businesses of all sizes.

But with so many options and variables to consider, it can be challenging to determine the most effective approach.

That’s why understanding the latest Pay Per Click statistics is crucial to maximizing your advertising budget and achieving your marketing goals.

In this resource, we’ll explore the most compelling PPC statistics in 2024 and provide insights that will help you optimize your campaigns and drive results.

So, whether you’re a seasoned PPC pro or just starting out, read on to discover the latest trends and insights that will help you get the most out of your PPC advertising.

Resource Contents show

Key PPC Statistics

  • 74% of brands say that PPC advertising significantly boosts their businesses.
  • Paid ads provide a 200% ROI.
  • 65% of people click on PPC ads.
  • 62% of marketers said they planned to increase their PPC budgets over the next year.
  • Advertisements increase brand awareness by up to 80%.
  • PPC generates double the amount of website traffic compared to SEO.
  • The overall global ad spending is expected to achieve adspend growth of 4.5% over 2023.
  • PPC Ads placed on the Google Display Network reach up to 90% of internet users.
  • 77% of internet users are confident that they can identify paid search ads.
  • 50% of visitors who arrive at a retailer’s site through paid ads are more likely to make a purchase compared to those who arrived through an organic link.
  • 40% of brands and agencies have stated that their PPC budget is lower than what they want it to be.
  • Small businesses that use Google Ads spend between $9,000 and $10,000 per month.
  • Google is by far the number one platform for PPC advertising with Facebook not far behind

General PPC Statistics in 2024

The next few statistics will address general facts about PPC usage.

1. 74% of Brands Claim that PPC Advertising Significantly Boosts Their Businesses.

Between May and July 2019, multiple surveys were carried out among 910 marketing experts. In this survey, 74% said that PPC is a major driver for their business. It’s clear that marketing professionals utilize PPC.

When performed correctly, PPC becomes a major part of a marketing strategy.

Additionally, these marketers said that audience targeting is the most important factor in digital marketing, including PPC advertising.

This survey also reported that most marketers are using machine learning solutions for bidding. 

(Brainlabs The State of PPC 2018-2019)

2. 62% of PPC Professional Survey Respondents Said that Results Are the Most Satisfying Part of Their Work.

Late in 2021, PPC survey conducted a survey of 540 PPC teams, team leaders, advertisers, and agencies.

One of the survey questions asked was, “What part of your work is most satisfying?”

Results were the most common answer at 62%.

Most other factors such as strategy creation, data analysis, relationship building, innovation, onboarding, consulting, purpose, coaching, creativity (content creation), and reporting fell between 8% and 2% respectively. 

Let’s face it, you don’t get results without exposure.

(The State of PPC Global Report 2022)

3. In 2018, 62% of Marketers Said They Planned to Increase Their PPC Budgets Over the Next Year.

Paid advertising has been a staple part of business for literally hundreds of years.

Once the digital age started, businesses and brands gradually adopted PPC into their marketing plans.

In fact, 62% of marketers said they would increase their budgets for PPC advertising in 2018. 

Another 35% of marketers said they would maintain their current PPC budget.

The range for this data comes from marketing professionals with small to large advertising budgets. 

Have you adopted PPC into your marketing plan since 2018?

(Brainlabs The State of PPC 2018-2019)

4. 25% of Team Managers Said that Coaching Is Their Most Important Responsibility.

When team managers were asked what they felt to be their most important responsibilities, 25% said coaching, which was the highest of all other responsibilities.

They responded that guiding, managing, developing, and empowering the team were part of coaching.

Second to coaching was campaign performance by 23% of team managers. Also, 20% said that quality assurance was their most important responsibility.

The next four answers were client satisfaction and retention (17%), training and education (17%) strategy (11%), and team satisfaction (10%). 

Keep in mind that team management includes teamwork but involves much more.

(The State of PPC Global Report 2022)

5. Marketing Agency Professionals and Freelancers Said that Client Issues Are the Most Frustrating Part of The Job, at 18%.

When marketing agency professionals and freelancers were asked what the most frustrating part of their job is, respondents answered client issues at 18%.

Client issues include unrealistic expectations, uncooperative clients, unappreciative clients, conflicting demands, over-communicating clients.

Ad platform interface changes and poor support followed frustration in the job at 16% and poor performance regarding no clear reason for it was given 10%.

These things can cause a business to lose clients.

Other frustrating things for PPC marketing agencies and freelancers included reporting (9%), lack of control and transparency (7%), repetitive manual data entry and keyword research (7%), and adverse conditions regarding politics, lacking necessary tools and information, slow decision making, and bureaucracy (5%).

(The State of PPC Global Report 2022)

PPC Advertising Statistics

In this section, we’ll cover the statistics related exclusively to advertising across ad channels.

This data will also give you a heads up on where PPC is going over the next few years.

6. The Overall Global Adspending Is Expected to Achieve Adspend Growth of 4.5% Over 2023.

Zenith Media, an ROI agency, predicts that global adspend will increase by 4.5% in 2023. Additionally, this company predicts accelerated growth in global adspend of 72% by 2024. 

How does this fit into PPC advertising? Since PPC is part of global spending on advertising, it fits into the growth in adspend in the next two years.

Adspend growth of 6.4% is expected to come from the United States, Canada, and Central and Eastern Europe, excluding Russia and Ukraine.

Adspend in Western Europe is expected to achieve a growth of 4.1% and 5.4% is expected in the APAC regions.

(Zenith Media)

7. 98% of Companies with A PPC Budget of Under $50,000 Had PPC Campaigns Running on Google.

In a PPCsurvey.com survey, participants were asked, “On which platforms are you (or is your team) currently running PPC campaigns?”

Among those with PPC ad budgets of under $50,000, 96% were currently running Google Ads (not including YouTube), 71% used Facebook, and 40% ran PPC ads on YouTube. 

Bing accounted for 37% and LinkedIn accounted for 33% of companies with a budget of under $50,000. 

PPC campaigns on Pinterest, Twitter, TikTok, Amazon, Snapchat, Apple, Quora, Reddit, and Yandex were used much less.

The survey chart in the survey results report shows that regardless of the company size Google and Facebook maintain the top two positions. 

(The State of PPC Global Report 2022)

8. 100% of Companies with A PPC Budget of Over $500,000 Had PPC Campaigns Running on Google.

In the same survey from number 7 above, 100% of companies with a PPC ad budget of more than $500,000 said they had Google PPC ads running. Again, 76% of these companies used Facebook PPC. 

Instagram was used by 73% of these companies with high PPC ad budgets, while 88% used Bing, which is the only PPC ad budget group that used Bing more than Instagram or Facebook.

It’s also the only group where YouTube was used by more companies than Instagram and Facebook at 77%. 

(The State of PPC Global Report 2022)

9. 48% of Advertisers Spend Under $50,000 per Month on PPC.

Now that we know how many companies use PPC ads on various channels, we need to know that 48% of surveyed advertisers said they spend less than $50,000 per month on PPC campaigns. 

Another 37% spend between $50,000 and $500,000 per month on PPC and only 2% spend over $3 million on PPC each month.

In the realm of agency spending on PPC campaigns the spending looks more evenly distributed among those spending between $15,000 and $500,00 per month.

The survey shows that in 2022, 45% of agencies spent between $50,000 and $500,000 on PPC. 

(The State of PPC Global Report 2022)

10. 77% of Internet Users Are Confident that They Can Identify Paid Search Ads.

As much as Google, Bing, Facebook, and other PPC ad channels change their layouts, you would think that people would be more confused about what ads are paid and what posts and search query results aren’t. 

However, statistics show that 77% of internet users feel confident that they can identify paid ads over organic search results.

We should let you know that 80% of internet users surveyed said they could recognize paid ads.

So, that figure has decreased over two years.

Even with a slight dip of 3%, most people can still tell if what they see is a paid ad.


11. 19% of Internet Users Click on Paid Search Ads that Have a Compelling Image, Title, or Description.

In the world of PPC advertising, 19% is an optimistic figure compared to 19% in many other realms.

Therefore, the next time you’re creating your PPC ad, you should be aware of how much better your results can be from using a compelling image, title, or description. 

Why does this kind of ad content perform well? Because it makes the advertisement’s intent more concise and clearer.

The goal is to optimize your business pages’ meta tags to prompt more intent in your PPC ads.

When people have a better idea of what they are getting, they are more apt to click and check it out.


12. 2019 Statistics Showed that 63% of Internet Users Are More Apt to Click on A Google Paid Ad.

Google search ads allow businesses to connect with more customers than other paid PPC ad channels.

Research from 2019 shows that 63% of people click on Google search ads.

When compared with Amazon at 14% and YouTube at 9%, Google has these two and others like Bing (6%) beat at 63%.

When more people click on your PPC ads, you’re more likely to build relationships and loyal customers.  

Why are 63% of people more apt to click on Google PPC ads? Because internet users generally spend more time overall on Google. 


13. 33% of Internet Users Will Click on A Search Ad when It’s Directly Relevant to Their Query.

Data from 2019 revealed that 33% of internet users click on paid search ads when they are directly related to their search query.

Another 26% will click on a paid search ad if its content mentions a known brand name.

The more you put yourself in front of people online, especially those who use Google and Facebook, the more familiar your brand becomes.

That brand familiarity can boost your exposure through PPC advertising.

Also, be sure to research questions and concerns of consumers in your niche to use when optimizing your website.

Answering questions directly helps you get more clicks.

(PR Newswire 2019)

14. 38% of Baby Boomers Say They Click on Paid Ads Because It Has a Recognizable Brand Attached to It.

When you’re addressing a target audience in PPC ads, remember their generation and age matter.

In fact, among survey/poll respondents, 38% of Baby Boomers (people aged 55+) said they click on paid ads in search engines because it has a familiar brand name attached to it.

You can learn something from this like older people (13%) are the least likely to click on search ads because they are shown above the regular search results since they are skeptics.

Even though 38% do so, it’s because of the familiar brand attached to it. 

Gen Xers between 35 and 54, Millennials between 27 and 35 and Gen Zers between 18 and 26 are the groups most likely to click on paid search ads that give them a direct answer to their search query even if the ad is above the search results. 

(PR Newswire 2019)

15. At $73.70, the Highest Cost per Acquisition (CPA) Is Found in The Attorney and Legal Services Markets in 2022.

Cost per acquisition (CPA) has to do with getting leads. So, this translates into a cost of $73.70 per lead to attorneys and those in the legal profession.

This data relates to Google Ads as of February 2022.

It might surprise you to know that the second highest CPA falls in the furniture industry at $64.72 per lead.

Right behind furniture, finance and insurance has a CPA of $62.80 per lead.

Animals and pets have the lowest cost per lead at $14.88,

(Search Engine Journal 2022, Wordstream Paid Advertising Benchmarks 2021)

PPC Stats by Ad Platform 2023

In this section, we will discuss statistics by advertising platform. 


PPC Google

16. Between 70% and 80% of Internet Users Totally Ignore Paid Ads on Google.

A whopping 70%-80% of internet users never even look at those highly targeted, paid display ads shown on Google searches.

Today’s consumer is more astute and knowledgeable about the tactics used by those who pay for sponsored ads.

What does this mean for PPC? It means your ads need to be more noticeable and more clearer about their intent.

In fact, you may have better luck by making sure you’re answering a direct question to get noticed.

Just because you may need to get more creative with your PPC advertising on Google doesn’t mean you should do less instead of more. 

(Search Engine People)

17. Google Is the Best Way to Place PPC Ads Because 98% of Shoppers Across the Globe Shop Online.

Whether it’s due to the global pandemic or the convenience of online shopping, 98% of consumers all over the world shop online.

What does this mean to PPC ads? It means that even with a conversion rate of 1.91%, you will profit.

The average spend on Google shopping ads comes to $38.87 and the CPC (cost per click) accounts for $0.66, which means you can generate good profits with PPC ads.

It’s so profitable that 80% of businesses use Google Ads for their PPC campaigns.

It might please you to know that 80% of internet users trust and rely on PPC and Google Ads.

(Think with Google)

18. 15% of All Searches on Google Are New and Have Never Been Searched Before.

Statistics show that 15% of all Google search queries are unique.

That means 15% of all searches on this platform have never been searched before. In 2008, that percentage was 25%.

It wasn’t until 2013 that it was reported that 15% of all searches on Google were queries that had never been made before.

This figure is still holding true and confirmed by Google in 2017, 2018, and 2022.

Imagine how you could use PPC campaigns to reach those never searched queries on Google.

(SE Roundtable)

19. Google Had to Block and Remove 2.7 Million “bad” Ads in 2019.

Right, wrong, or indifferent, during the global pandemic Google says it had to block and remove 2.7 million “bad” ads in 2019.

That translates into 5,000 “bad” ads per minute.

Google is also prone to suspending advertiser accounts for policy violations and mitigating malicious actors to protect its “good” publishers, advertisers, and users.

Violating Google’s policies and terms or creating ads that may put their users at risk is a really bad idea.

The best way to avoid getting suspended, getting ads removed and blocked, or otherwise getting flagged by Google is to know the policies and terms of use.

Don’t get your ads blocked and removed by trying to place “bad” ads.

(Google Blog)

20. Google’s Average Conversion Rate Across Ads Is 0.57% on Its Display Network and 4.40% of Its Search Network.

Since PPC can be used ads on Google’s display and search networks, we need to know those conversion rates.

As you can see for yourself, the search network is significantly higher for the conversion rate network at 4.40% than it is for the display network at 0.57%. 

The average conversion rate differs across industries and depending on the network (search or display)

Here’s an overview of the top five industries where the average conversion rates on the search network are the best.

  • Vehicles: 7.98% 
  • Law & Government: 7.45% 
  • Dining & Nightlife: 4.74%
  • Health: 4.63%
  • Arts % Entertainment: 4.51%

Here’s an overview of the top five industries where the average conversion rates on the display network are the best.

  • Finance: 0.80%
  • Sports & Fitness: 0.80%
  • Arts & Entertainment: 0.75%
  • Health: 0.75%
  • Apparel: 0.58%

(Wordstream Conversion Rate Benchmarks 2019)

Microsoft Bing

PPC Microsoft Bing

21. Data from 2022 Shows that Bing Enjoyed 1.2 Billion Unique Global Visitors.

For advertisers or brands that have concerns about Bing, this search engine and ad network has grown from 1.1 billion unique global visitors in February 2022 to 1.2 billion in May 2022. 

Microsoft, another trusted resource by publishers and advertisers is experiencing growth even though Google still has the market share in visitors. That will be tough to beat for Bing. 

The large growth in unique global visitors alone should be enough to convince you that Bing is a great space for your PPC ad campaigns. 

(Statista 2023)

22. Bing’s Average Conversion Rate for Ads Is 2.94%.

Bing’s average conversion rate for ads is 2.94%, which is somewhat lower than Google, but you are likely to find a unique audience on Bing that’s not on Google.

In no way should you feel discouraged about placing PPC ads on the Bing network.

In fact, when you use Bing to place ads, you will be racing out to an audience of people that are mostly using a desktop computer since it’s likely the default search engine on their system.

Conversion rates on Bing differ depending on the industry.

Let’s take a brief look at the top five highest converting industries on Bing.

  • Careers & Employment: 6.81%
  • Financial Services & Insurance: 5.57%
  • Real Estate: 5.13%
  • B2C: 4.80%
  • Restaurants & Food: 4.42%

Compare the differences in industries and conversion rates between Google and Bing. 

If you’re working in verticals attached to long sales cycles, this is an ideal option for PPC campaigns.

(Wordstream Conversion Rate Benchmarks 2019)

23. Bing’s Ad Click-Through Rate (CTR) Is Higher than Google’s by 45%.

When you consider that Google’s average click-through rate for shopping ads is 0.86% and Bing’s average click-through rate is 1.25%, you can see how significant that CTRs are between the two.

Remember that this CTR relates to shopping ads. Let’s chart the top five average CTRs between Google and Bing shopping ads according to industry.

  • Child & Infant Care: Bing 2.02% and Google 0.71%
  • Pet Care: Bing 1.63% CTR and Google 0.68% CTR
  • Health & Beauty: Bing 1.48% and Google 0.74%
  • Food & Alcohol: Bing 1.40% and Google 0.91%
  • Entertainment & Events: Bing 1.40% and Google 0.92%

The educational supplies industry is the only industry where Google (0.94%) outshines Bing (0.84%) in CTR.

Bing also partnered with Amazon, GumTree, and OfferUp, which has helped its CTR.

(Wordstream Conversion Rate Benchmarks 2019)

24. Data from 2021’s Q4 Shows that 29% of Paid Microsoft Advertising Search Clicks Came from Mobile Devices. 

More and more people are using their mobile phones and tablets to shop and search these days.

While this may be an increase over previous years, Bing is still mostly a desktop model. Google has the “click”share in paid mobile search over Bing at 73%.

Google is known for more mobile users.  

If you separate the percentages by device type, you see that Bing has 26% of the click share on phone and 3% on tablet.

Google also has 3% on tablets, but its click share on mobile phones is 70%. 

We already know that Bing/Microsoft has more desktop users and Google has more of the mobile market share.

(Statista 2023 2)

25. Bing only Has a 5% Market Share in Reach Compared to Google’s 76% Market Share.

Having only a 5% market share in reach, Bing has its upsides in other areas of Ads and PPC campaigns.

For instance, Bing’s audience demographics include older, married, and retired people with higher incomes than Google’s audience.

Google’s demographics are larger but is driven mostly by younger generations in a diverse market where some make a good income, and some don’t. Also, remember that Bing’s CTR is higher than Google’s,

Google has a better conversion rate at 3.75%, but Bing’s isn’t too shabby for its audience at 2.94%. 

(Think Orion)


PPC Facebook

26. PPC Ads on Facebook Are Known to Reach More than 2.17 Billion People. 

If you were to advertise on Facebook, your potential reach would be 2.17 billion people.

If you want some perspective, that translates into about 30% of the global population.

So, do you think Facebook has a solid reach for PPC advertising?

The numbers here may seem big, but you want to reach a specific audience, which means that figure dwindles, but is more targeted and apt to see, watch/view, and engage with your PPC ads.

The goal of Facebook PPC ads and any ad on the platform is to get your offer or message in front of your desired audience.

(Hootsuite Blog 2023)

27. Facebook’s Average CTR on Ads Across All Industries Accounts for 0.89%.

Facebook has a lower CTR than Google and Bing, but 0.89% as an average is still worthy of your advertising dollar. Just like Google, Bing, and other advertising PPC platforms, the average click-through rate varies across industries on Facebook ads.

Let’s show the top five best CTR rates from Facebook ads, including PPC campaigns.

  • Pets & Animals: 1.68%
  • Food & Drink: 1.20%
  • News: 1.05%
  • Beauty & Fitness: 1.02%
  • Real Estate: 0.98%

As you compare these advertising venues for PPC ads, you will see which ones perform better in certain industries. 

(Wordstream Facebook Ad Benchmarks 2019)

28. Facebook Ads (including PPC Ads) Have an Average Conversion Rate of 9.11% Across All Industries.

It should not be surprising that Facebook has such a high average conversion rate after knowing that nearly 3 billion people are on the platform at various times.

Facebook, like all PPC paid ad platforms, performs better in some industries than others. 

Here are the top five best converting industries on Facebook from using ads.

  • Jobs & Education: 12.82%
  • Beauty & Fitness: 11.65%
  • Science: 11.04%
  • Real Estate: 10.67%
  • Business & Industrial: 11.65%

When you’re engaging on Facebook do you notice any ads in these sectors?

(Wordstream Facebook Ad Benchmarks 2019)

29. Facebook (including Instagram) Has the Highest Market Share in The Digital Display Ad Sector at 42.5%.

You read that right. Facebook (including Instagram) has a higher market share in the digital display ad market at 42.5% as of 2022.

Google pales in comparison with 10.2% even with YouTube included. 

Amazon comes in next with 5.6% of the digital display ad market and the Verizon Medis Group has 2%.

Whatever is being considered as “Other” has the second overall market share in the digital display ad market at 35%.

Microsoft, including LinkedIn has a 1.4% share in the market,

(Statista 2023 3)

30. In The Third Quarter of 2020, Facebook Has 10 Million Active Advertisers on Its Platform. 

In 2020’s third quarter, there were 10 million active advertisers using the Facebook ad platform.

That figure represents a growth over the 7 million active advertisers in 2019’s first quarter.

That represents a significant growth in active advertisers between early 2019 and the third quarter of 2020.

Sincere Facebook’s main source of revenue is from advertising, it’s a good thing for the platform. 

Moreover, most of Facebook’s engagement is from mobile users which represents 92% of its overall advertising revenue. 

(Statista 2023 4)


PPC Youtube

31. 78.8% of Advertisers Claim that You Tube Is Their Most Effective Advertising Venue. 

According to 78.8% of professional advertisers, YouTube is their most effective source for advertising.

YouTube is known as the second most active social media platform after its parent company, Google. 

Another 58.5% of advertisers consider YouTube to outweigh Facebook’s efficacy. This is no surprise since YouTube has 30-plus million active daily users (DAU). It’s a big deal for advertisers to choose YouTube over Facebook as a favorite social advertising platform since Facebook has over 2 billion DAUs. 

When you do YouTube right, you will reap huge rewards in the form of profits. It allows you to earn from multiple streams because it’s not just about uploading videos.

(Click Matrix, Tuff Growth)

32. 70% of You Tube Video Viewers Say that This Platform Helps Them Learn More About the Latest Brands.

Regardless of whether it’s something some influencer wears or wore, a product an influencer reviewed, or brand videos uploaded to YouTube, 70% of viewers on the platform said that YouTube helps them become more aware of the latest brands.

In fact, YouTube video viewers are 2 times more apt to buy a product they saw on the platform.

Moreover, viewers are 4 times more apt to use YouTube over all other social and video streaming platforms to find out more about a product, service, or brand.

No matter what your niche is, YouTube is the best and most effective choice for boosting brand awareness.


33. The Potential of Reaching More than 2.56 Billion Users on Average Through You Tube Ads Is Real. 

The ability to reach about 2.56 billion YouTube users represents around 51% of all internet users and 32% of the global population. That’s some perspective for you from statistics in 2022.

This is just more data you need to know that YouTube is a solid choice for PPC campaigns.

If you’re not already using YouTube in your marketing strategy, now is the time to start.

With the potential of reaching over 2.56 billion users, that’s a lot of eyes on you.

(Hootsuite Blog 2023 2, HubSpot Blog)

34. According to Think with Google, Paid Mobile Ads on You Tube Have an 84% Higher Chance of Being Seen than Television Ads.

As the number of people “unplugging” from conventional television grows, the likelihood that YouTube and other such video streaming platforms will get more views.

That is already translating into an 84% higher chance of paid mobile ads on YouTube being seen. 

This data comes from Google, Ipsos, YouTube, and TV Attention in Home Research (U.S.).

This research involved the observation of 2,953 ads across television and YouTube. In 2016, this data ranged from YouTube viewers between 18 and 54 years old.

Let’s not forget that you can target your audience, optimize your videos, and set your advertising preferences according to your needs on YouTube.

(Think with Google 2)

35. Ad Spending in The United States Is Expected to Reach $134.5 Billion by 2026.

Statista’s research department revealed that digital video ad spending in the United States is expected to rise from $68.3 billion (USD) in 2021 to $134.5 billion by 2026.

That may seem excessive, but that’s a result of the growth in video content usage.

It’s important to create an effective digital marketing plan before investing money in video equipment to use on YouTube or any other video streaming platform.

If you are wondering when to start using YouTube marketing, that time is now. 

Digital PPC advertising in the video streaming world, mostly on YouTube, is not overly saturated now, but by 2026, that saturation will narrow.

(Emeritus Blog 2023, Statista 2023 5)


What Is PPC and Why Is It Important?

PPC stands for pay-per-click and is a digital advertising model that allows advertisers to pay for ads based on how many people click on it.

It’s been around for some time and is known to enhance your website’s visibility across search engines while boosting traffic to your landing pages.

What’s the Future of PPC Ads?

It’s unclear how the PPC ad will do in the future. However, it’s been evolving over the past few years into better advertising than ever before.

It’s a common belief that PPC is an advertising model that’s here to stay. Marketers will need to keep up with the changes in PPC. 

Some changes you should be aware of include PPC advertising automation, video ads that are on the rise, the introduction of artificial intelligence and augmented reality will soon become adopted by more companies, mobile optimization, customer-centric content, and a change in how cookies work online.

Is PPC Better than SEO?

Let’s just say that PPC and SEO are different, but both have their place in marketing and advertising.

SEO (search engine optimization) helps you boost your content on search engines and social media through organic means and isn’t the same as paid advertising.

PPC allows you to pay advertising fees based on the number of internet users who click on your ads.

You pay to get content exposure to your target audience, which increases your reach.

As to whether one is better than the other, the differences show them to be essentially equal in reaching your audience.

One you pay for and one you create or pay to have created for you (SEO)

Try one, try the other, try both to learn what gives you the best results. You can also research to find out which is better for your niche.


This concludes our roundup of PPC statistics for 2024.

As you have seen, Google is by far the number one platform for PPC advertising with Facebook not far behind.

Bing and YouTube each have their own place according to company budgets and industry.

Before you move forward with a PPC campaign, be sure to create a strategy that will help you meet your goals while providing your audience compelling content and a reason to click on those ads.

Ask yourself what your goals are and what you are using PPC ads for before starting your plan.

Hopefully, these PPC stats and facts have helped you learn enough to get started with some effective brainstorming.


Brainlabs The State of PPC 2018-2019Brainlabs The State of PPC 2019-2020Click Matrix
ClutchEmeritus Blog 2023Google Blog
Hootsuite Blog 2023Hootsuite Blog 2023 2HubSpot Blog
SE RoundtableSearch Engine Journal 2022Search Engine People
Statista 2023Statista 2023 2Statista 2023 3
Statista 2023 4Statista 2023 5The State of PPC Global Report 2022
Think OrionThink with GoogleThink with Google 2
Tuff GrowthWordstream Conversion Rate Benchmarks 2019Wordstream Shopping Ads Benchmarks 2019
Wordstream Facebook Ad Benchmarks 2019Wordstream Paid Advertising Benchmarks 2021YouTube
Zenith Media

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Written by Jason Wise

Hello! I’m the editor at EarthWeb, with a particular interest in business and technology topics, including social media, privacy, and cryptocurrency. As an experienced editor and researcher, I have a passion for exploring the latest trends and innovations in these fields and sharing my insights with our readers. I also enjoy testing and reviewing products, and you’ll often find my reviews and recommendations on EarthWeb. With a focus on providing informative and engaging content, I am committed to ensuring that EarthWeb remains a leading source of news and analysis in the tech industry.