20+ PPC Statistics and Trends [2025]

Pay-per-click (PPC) advertising remains one of the most important channels in digital marketing.
But just how popular is PPC in 2025? Which platforms dominate? And how is PPC evolving with mobile, AI, and new ad formats?

Find out in our list of up-to-date PPC stats below.

Top PPC Stats – Editor’s Picks

1. 65% of small to midsized businesses run a PPC campaign.
2. PPC can increase brand awareness by up to 80% and delivers an average ROI of 200%.
3. 63% of people click on paid Google ads, and the top three PPC ads capture 46% of all clicks.
4. Google Shopping ads account for 76.4% of retail search ad spend and drive 85.3% of clicks.
5. 61.9% of Google Ads clicks come from mobile devices.

How Fast Is PPC Growing in 2025?

PPC adoption continues to expand, with companies increasingly pairing it with SEO for a stronger marketing mix.

• 65% of SMBs run PPC campaigns to boost visibility and attract targeted leads.
• 75% of professionals combine PPC with SEO to maximize results.
• 90% of internet users see a Google ad, making paid search one of the most visible marketing tools available.
• PPC campaigns can increase brand awareness by up to 80%, helping businesses stand out in competitive markets.
• Paid search visits are 35% more likely to convert than visits from other channels.

How Do Marketers View PPC Today?

Marketers see PPC as a high-ROI, data-driven strategy that complements organic growth.

• The average ROI for PPC is 200%, meaning every $1 spent can bring in $2 in revenue.
• Personalized ads can boost sales by 30% compared to generic campaigns.
• 72% of companies fail to unlock PPC’s full potential by skipping regular audits, which leads to wasted budget.

Which PPC Platforms and Ad Formats Perform Best?

Google dominates the PPC landscape, but social platforms play a major role in ad impressions and engagement.

• 63% of people click on paid Google ads, and the top three ads capture 46% of total clicks.
• Facebook holds 76% market penetration among PPC advertisers, followed by Instagram at 70%, LinkedIn, and YouTube.
• Google Shopping ads lead retail PPC with 76.4% of spend and 85.3% of clicks.
• Video ads make up 32% of the most effective social media ad formats.
• Google Ads’ click-through rate is 4–6%, compared to 0.5–1.2% for social media ads.

How Much Are Businesses Spending on PPC?

Budgets for PPC are significant, and global spend continues to climb.

• PPC accounts for 39% of marketing budgets on average.
• 40% of advertisers report their PPC budgets are smaller than they’d like.
• Search advertising spend is projected to reach $190.5 billion in 2024, with AI-powered bidding playing a key role.
• In 2021, businesses spent $144.8 billion on search advertising, and the figure keeps rising.

How Important Is Mobile for PPC?

Mobile devices now dominate PPC click activity, shaping campaign strategies.

• 61.9% of Google Ads clicks come from mobile devices, making mobile-optimized ads and landing pages essential.

What Are the Average PPC Conversion Rates?

Conversion rates vary by industry, but PPC continues to deliver strong performance.

• The average Google Ads conversion rate is 4.40%, with some sectors seeing as low as 1.91%.

FAQ

Is PPC worth it for small businesses in 2025?

Yes. With 65% of SMBs already using PPC and average ROI at 200%, it’s a cost-effective way to reach targeted audiences quickly.

Which PPC platform offers the highest engagement?

Google leads, with 63% of users clicking on ads and the top three ads capturing nearly half of all clicks.

How does mobile affect PPC performance?

Mobile drives 61.9% of Google Ads clicks, so optimizing for mobile users is critical for conversions.

What’s the best way to improve PPC ROI?

Personalization, regular campaign audits, and combining PPC with SEO are proven strategies to improve ROI.

How is AI changing PPC?

AI is powering smarter bidding strategies, audience targeting, and ad creative testing, helping businesses get more from their budgets.