Google Ads & PPC Statistics 2024 (Revenue & ROI)

More than 80% of businesses use Google Ads globally, rightly so, as 92.26% of global searches take place on Google.

Statistics further reveal that over 63% of people have clicked on Google Ads, making it a powerful tool to increase sales and reach more audiences.

We shed light on various aspects of Google ads and Google as a search engine in this detailed post on Google Ads statistics.

Google Ads Statistics 2024 (Top Metrics & Insights)

  • 80% of businesses globally use Google Ads.
  • Google Ads generated a total revenue of $237.855 billion in 2023.
  • The average ROI of Google Ads is 200%. That means businesses earn a return of about $2 for every $1 spent.
  • The average click-through rate (CTR) for Google Shopping Ads is 0.86%.
  • The average business sees a 4.4% conversion rate when creating online Google ads.
  • People who land on your website from Google Adwords are 50% more likely to buy something than those who click through organic search.
  • 65% of small to mid-sized businesses run their PPC campaigns using Google Ads.
  • The average Google AdWords conversion rate is around 3.75% per search and 1.77% for display. 

General Google Ads Statistics

  1. How Many Businesses Use Google Ads?

Approximately 80% of businesses globally utilize Google Ads for their PPC (pay-per-click) campaigns as of 2024.

  1. Google owns 91.54% of the search engine market share worldwide.

Google owns almost 90% of the search engine market globally, except for China, where most of the share is held by Baidu (68.65%).

Google Search Engine Market Share

The following table displays the search engine market in different regions of the world:

RegionGoogle Search Engine Market Share
North America88.62%
South America95.68%
Europe91.39%
Asia91.25%
Africa97.31%
Oceania94.31%
China2.43%
  1. Google Removed 5.2 billion ads in 2022.

Google added/updated 29 policies for advertisers and publishers, removing over 5.2 billion ads, restricting over 4.3 billion ads, and suspending over 6.7 million advertiser accounts.

Source: Google Ads Report

  1. Google Ads has a 90% reach worldwide.

That’s approximately 4.77 billion internet users. Google AdSense can display ads to people on websites, smartphone applications, and YouTube.

YouTube, being the biggest video-sharing platform with 2.7 billion users, has 51% of the total internet user base.

If we consider websites on Google and apps on the Play Store, this easily takes the audience level to multiple billions.

  1. The average click-through rate for the ads placed in the first position is 7.94%. 

Source: Mayple, WebFx, The tech report, Stats counter

Google Shopping Ads Statistics

  1. Google Shopping Ads have an average conversion rate of 1.91%
  1. The average click-through rate (CTR) for Google Shopping Ads is 0.86%. 
  1. The average cost per click (CPC) for Google Shopping Ads is $0.66. 
  1. Google Shopping Ads are responsible for 76.4% of all retail search ad spend in the US.
  1. Google Shopping Ads drive 85% of all clicks on Google Ads and Google Shopping campaigns.
  1. There are 1.2 billion monthly searches on Google Shopping. 

Source: Wordstream, Grow My Ads, Zipdo

Google Ads Conversion Statistics

  1. The average conversion rate for Google Ads is 3.75%. Meanwhile, the average conversion rate for PPC is 2.35%.
  1. The dating and personals industry has  9.64%, the highest conversion rate for Google Search ads.

Other industries with good conversion rates are legal and consumer services.

Conversely, the industries that have the lowest conversion rates are Advocacy, Real Estate, and Home Goods. 

Google Ads Conversion Statistics

The following table displays the Google Ads conversion rates recorded in different industries worldwide. 

IndustryAverage Conversion Change
Dating & Personals9.64%
Legal6.98%
Consumer Services6.64%
Auto6.03%
Employment Services5.13%
Finance & Insurance5.10%
Travel & Hospitality3.55%
Education3.39%
Industrial Services3.37%
Health & Medical3.36%
B2B3.04%
Technology2.92%
E-Commerce2.81%
Home Goods2.70%
Real Estate2.47%
Advocacy1.96%

Source: WordStream. 

How businesses of different sizes are using Google Ads

  1. 80% of global businesses use Google ads for their PPC campaigns.
  1. 65% of small to mid-sized businesses run their PPC campaigns.

45% of small businesses have a paid search strategy and 55% use display ads.

  1. More than 1.2 million businesses use Google Ads to market their products and services. 
  1. 96% of brands are spending money on Google Ads. 

Source: Lumio, Hubspot, The tech report.

Google Ads Revenue Statistics

  1. Google Ads generated a total revenue of $237.855 billion in 2023. 

Conversely, Google ads generated $224.473 billion and $209.49 billion in ad revenue in 2022 and 2021, respectively. 

Google’s ad revenue increased by 365.74% in the last decade. 

As many internet users prefer Google search, Google ad revenue has increased at a steady rate, too. This is a sign of healthy growth. 

The following table displays the Google Ads revenue generated over the years. 

YearGoogle Ads Revenue
2023$237.855 billion
2022$224.47 billion
2021$209.49 billion
2020$146.92 billion
2019$134.81 billion
2018$116.46 billion
2017$95.58 billion
2016$79.38 billion
2015$67.39 billion
2014$59.62 billion
2013$51.07 billion
  1. Google Ads has a 61.73% market share in the pay-per-click (PPC) market. 

Source: Alphabet, Statista, 6Sense

Effectiveness Of Google Ads

  1. Google Ads results receive 65% of clicks for buying keywords, compared to 35% for organic results.
  1. 75% of users informed that ads made the search easy. 
  1. After seeing an ad, 43% of users bought that product. 
  1. 58% of millennials reported that they made a purchase because of an online ad. 
  1. Shopping on mobile helps 59% of the users decide which brands to buy. 

Paid ads helped brands to increase their brand awareness by 33%. 

Source: Grow My Ads, Forbes, Statista

Google Ads Engagement Statistics

  1. The average CTR for Google Search Ads is 3.17%,
  1. 63% of people have clicked on Google ads.
  1. The average click-through rate for Google Ads is 4.6%. 
  1. 61.9% of Google Ads clicks come from mobile devices.
  1. the median conversion rate for B2B companies was 2.91%, and for B2C companies it was 5.59%.

Source: Semrush, Upbeat Agency, Databox

Why Do People Click On Paid Ads?

  1. 33% of people click on Google ads because they answer a question. On the other hand, 26% of them said that they clicked on ads because they mentioned a familiar brand. 
Google Ads Stat

The following table displays the reason for people clicking on paid ads:

Reason To Click on Paid AdsPercentage Of People
Ads answer a question33%
Ads mention a familiar brand26%
Ads are listed before the other results20%
Due to a compelling title, description, or image. 19%

Source: PR Newswire

What Is The Cost Of Google Ads In 2024?

  1. The average cost per click (CPC) for Google Ads is $4.22. 

However, this average value varies in different industries. Industries with a higher CPC on Google Ads spend more on advertising campaigns. 

Cost Of Google Ads

The following table displays the average cost of running CPC ads in different industries. 

IndustryAverage CPC for search networkAverage CPC from the display network
Dating and Personals$2.78$1.49
Finance and Insurance$3.44$0.86
B2B$3.33$0.79
Consumer Services$6.40$0.81
Advocacy$1.43$0.62
Auto$2.46$0.58
Legal$6.75$0.72
Travel and Hospitality$1.53$0.44
Industrial Services$2.56$0.54
E-commerce$1.16$0.45
Education$2.40$0.47
Employment Services$2.04$0.78
Technology$3.80$0.51
Health and Medical$2.62$0.63
Home Goods$2.94$0.60
Real Estate$2.37$0.75
  1. Businesses pay an average of $1000 to $10,000 per month for Google Ads campaigns. 
  1. 36% of the marketers reported that PPC management from an agency costs $501 – $3000 per month on average.

The following table displays the costs businesses pay to a PPC management agency per month.

Cost Businesses Pay To PPC Management AgenciesPercentage Of Businesses
Less than $1003%
$100 to $50012.1%
$501 to $100015.2%
$1001 to $3,00021.2%
$3001 to $500012.1%
$5001 to $800015.2%
$8001 to $11,0009.1%
$11,001 to $15,00076%
More than $15,0004.5%
  1. Businesses spend $15 to $800 monthly on PPC management tools. 

At the same time, they spend $350 to $5000 or 12-30% of ad spend per month on Google Ads management. 

Other Google ads costs are as follows. 

The following table displays the other Google Ads costs they can expect. 

Pricing FactorAverage Cost
Ad Spend$9000 to $30,000 per month
Professional Google Ads Management$350 to $5000 or 12-30% of ad spend per month
PPC Management Tools$15 to $800 per month

Source: Syndelltech, WebFx.

Google Ads Campaign Stats

  1. According to 79% of marketers, PPC is vital to their business.
  1. Professional Google Ads management should cost brands between 12% and 30% of monthly ad spending. This can range from $350 to $5,000. 
  1. Marketers should spend an average of 30 minutes per week adjusting keywords, campaigns, and strategies against results.
  1. Google ad services bill clients with a minimum of  $10,000, approximately 15% of the ads expenditure. 

Source: Lunio.ai, PPCexpo

Google Search Network Statistics

  1. The average conversion rate for Google Ads is 6% for search network ads.
  1. 63% of people have clicked on a paid ad in Google search results. 
  1. Only six types of ads are available on the Google Search Network, from text to call. 
  1. Of people who click on Google search network ads, 55% of users prefer network text ads.
  1. Only 49% of users click on text ads. 
  1. The average click-through rate for the Google search network is 91%. 

Source: Clutch.co, WebFx. 

Google Display Network Statistics

  1. The average conversion rate for Google Ads is 0 and 1% for Display Network ads. 
  1. The average CPC for the Google Display Network is $1 or less. 
  1. 46% is the average conversion rate for the Google Display Network
  1. The Display Network reaches 90% of online consumers. 
  1. 55% of the companies use display ads. 
  1. The average CTR for Google Display Network is 35%. 
  1. The Display Network serves over 2 trillion ad impressions monthly to over 2.5 billion users.
  1. 8 types of Ads are available on the Google Display network.
  1. 55% of companies use display ads to promote their brands. 
  1. The Google Display Network is made up of over 2 million websites, in addition to in-network apps. 

Source: WordStream, Google, Grow My Ads, WebFx. 

Google Ads For Mobile Advertising

  1. 61.9% of Google ad clicks come from mobile devices.
  1. Brand awareness increases by 46% through mobile ads.
  1. 60% of smartphone users have contacted a business directly through the search. Features like click-to-call and others have made contacting businesses easier.
  1. Google received 95% of its paid clicks through mobile phones.
  1. The effectiveness of mobile ads is 5x more than that of other devices.
  1. Mobile ads are five times more effective than other online ads.
  1. Approximately 33% of mobile ad spending goes to Google Ads.
  1. 64% of mobile searches take place on Google.
  1. 84% of businesses favor responsive Google Ads.

Source: Semrush, upbeat agency, databox. 

Google Search Ads & Consumer Behavior

  1. People are likelier to click on Google ads than any other advertisement network. 63% of the people said that they would choose Google ads over others. 
  1. 59% of people said they prefer to search online for purchase recommendations. 
  1. 90% of consumers say ads influence their purchase decisions
  1. 90% of consumers reported that ads impact their purchase decisions. 
  1. 75% of the users reported that paid search makes it easier for them to find information. 
  1. 66% of the shoppers reported that they prefer to shop online. 
  1. 50% of the users are unaware of the difference between paid ads and organic listing. 
  1. 49% of the people reported that they have clicked on text ads. 
  1. 41% of the users reported that they trust online ads. 
  1. 94% of people skip over search ads.
  1. There is a 50% chance that customers will purchase via Google Ads PPC compared to organic searches.

Source: Hubspot, WebFx, Lunio. 

How Much Will You Earn Through Google Adsense?

  1. Google AdSense pays between $0.2 and $2.5 per 1,000 views.

However, the pay differs from industry to industry, and according to factors like the content of your site, location of your users, time on site, and device breakdown.

Annual Revenue On Google Ads

  The following table displays your potential annual revenue on Google Ads through monthly page views. 

Monthly Page ViewsArts And EntertainmentBeauty And FitnessShoppingReal Estate
1 million$67,000$156,000$168,000$178,000
2 million$137,000$317,000$337,000$353,000
3 million$203,000$ 470,000$ 506,000$528,000
4 million $271,000$627,000$675,000$699,000
5 million$337,000$780,000$840,000. $870,000

Source: Google Adsense

Google Ads Statistics And Trends For 2024

  1. 94% of small businesses plan to increase their marketing spending in 2024.
  1. Google Ads revenue is expected to reach $81 billion by 2024. 
  1. Over 84% of advertisers either use or plan to use it in 2024.
  1. Including a voice-over in Google ads can increase ad recall by 25% and lower the cost per lifted user by 50% compared to regular advertisements.
  1. Many businesses will embrace the usage of AI in their Google Ads strategies. 
  1. With the increase in the number of digital voice assistant users, the voice search optimization of Google Ads will become more prevalent in 2024. 
  1. Google plans to phase out third-party cookies by Q3 2024. Advertisers will need to rely on their own first-party data.

Source: Forbes, Statista, LinkedInThink with Google

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