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Jack Shepherd Co-Founder & Marketing Director
Updated on 24 Jul 2023

19 Essential Google Ads & PPC Statistics You Need to Know in 2023

As the world’s top search engine, it’s no surprise that many marketers are wanting to promote their businesses with the help of Google Ads.

Paid advertisements allow you to take growth into your own hands, putting your business and its offerings front and centre. No more waiting for people to discover you organically. Instead, you’re reaching your target audience faster and more efficiently.

Initially launched in 2000, Google’s ad platform has come a long way as it’s now a billion-dollar venture.

If you’d like to learn more about Google ads and PPC (pay-per-click), we’ve compiled some interesting statistics so you can gain a better understanding of how valuable it can be. These Google ads statistics cover things like costs, ROI, and more.

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Top Google Ads Statistics

To get started, let’s cover some general Google ads statistics so you can see why people choose to invest their marketing budget into running ads on this favoured search engine.

Google is the Leader When it Comes to Market Share

Whenever someone needs to make an internet search, Google is most likely the platform they turn to in order to find their desired information. That’s because, when compared to other search engines, Google leads the way with 85.53% of the market share. In the UK alone, Google has a market share of 93.69%.

Given this tremendous user base, it’s no wonder that brands continue to invest in running Google ads. It provides a great opportunity to gain awareness and generate conversions.

Search engines market share

63% of People Have Clicked on a Google Ad

According to HubSpot’s Annual State of Marketing Report, 63% of people have clicked on a Google ad. Considering one of the main goals of an ad is to get the viewer to click through to the website, this shows promise for anyone running ads on Google. It assures them that people are taking action on these types of ads, not just ones seen on social media platforms like Facebook.

33% of Mobile Ad Spending Goes to Google

These days, we’re doing more and more shopping via our mobile devices. It’s become such a quick and easy way to make a purchase at a moment’s notice. As mobile ad spending continues to increase each year, 33% of that is said to go to Google. And who wouldn’t want their business’s offerings to be included in that data?

Google’s Ad Revenue Was $54.48 Billion in Q3 2022

Data shows that Google’s ad revenue has been steadily increasing year after year. In Q3 2022, they brought in $54.48 billion from their advertising platform, and it's showing no signs of slowing down with Q3 2021 reaching $53.12b in revenue.

Google Ads & PPC Advertising Statistics

Google offers different types of ads depending on what best suits your marketing needs. The types of campaigns they offer include display, video, shopping, app, local, and smart. These ads follow the PPC (or pay-per-click) model, in which you pay once the ad is clicked. In fact, Google is actually the most popular PPC advertising system there is. Here’s what you should know about it:

PPC Generates Twice the Visitors Than SEO Does

Content creators have long relied on SEO (search engine optimisation) to get their content to rank near the top of Google searches. And they’re smart to do so! After all, SEO is a powerful way to generate organic results. However, PPC ads generate twice the visitors that SEO does, making it a worthwhile investment to drive results quickly. SEO, on the other hand, is more of a long-term game.

The Average Click-Through Rate for Google Ads is 2%

Click-through rate (CTR) is one of the most important metrics to track when running paid ads. You want people to see your ad, click it, and follow through to your website. That’s where they will hopefully make some sort of conversion, whether it’s joining your email list or making a purchase. Data shows the average CTR for Google ads is 2%. Anything over that is considered above average.

65% of People Click on Ads When Making Purchases

When searching for a certain product, placing your ad on Google can help you secure the purchase over your competition. That’s because 65% of people click on these ads when they’re looking to make a purchase. If your ad shows what they’re looking for, you may be the one to get the click-through and the sale.

Google Shopping Statistics

With the help of a Google Shopping campaign, you can provide detailed information about your product, which viewers can see without having to click on your ad. It can be an effective way to drive sales for any product-based business. Here are some Google ad statistics that will impact Shopping campaigns:

98% of Global Consumers Surveyed Shop Online

Out of all of these Google ads statistics, this one is probably the least surprising. Considering people enjoy being able to shop from the comfort of their own home and can place an order with just a few clicks, it’s no wonder it’s so popular.

Google says 98% of global consumers that were surveyed reported that they shopped online. This includes browsing, researching, and actually making a purchase.

With so many people turning to the internet to do their shopping, running ads are the perfect way to get your offerings front and center. Then, you’ll be able to generate more sales.

Google Shopping Ads Generate 85.3% of Clicks

Google Shopping ads make up around 76.4% of retail search ad spend. As a result, they generate 85.3% of all clicks on Adwords campaigns or Google Shopping campaigns.

Google Ads ROI Statistics

Before investing in running ads on Google, it’s smart to know what kind of ROI they can potentially deliver. After all, you don’t want to pour money into something that isn’t going to perform well in the long run. Luckily, Google ads statistics back up the platform’s success, making it clear it’s worthwhile.

Google Ads Deliver an 8:1 Return on Investment

According to Google, it’s estimated that for every $1 a business spends on an ad, they generate $8 in profits. That means they believe their advertising platform delivers an 8:1 return on investment, which they feel is a conservative estimate.

The Average Conversion Rate on Google Ads is 4.40%

Conversions are one of the most common goals for businesses running online ads. On the search network, the average conversion rate seen by Google ads is 4.40%, which is a good metric. On the display network, this conversion rate is around 0.57%.

Google Ads Conversion Rate Statistics

Google Ads Costs Statistics

When it comes to running ads on any platform, there’s never going to be a clear-cut price. That’s because it’ll change based on a number of factors. For instance, these are a few of the factors that will influence your ad spend: type of ad, when your ad runs, device targeting, bidding strategy, and your industry. To gain some idea of what it may cost, here are a few Google ads statistics:

The Average Cost-Per-Click on Google Ads is £0.75-£1.50

Data shows the average cost-per-click on Google AdWords is between $1 and $2 (or £0.75 to £1.50). If you’re seeing a number in that range, then you’re doing well.

However, it’s important to remember that this cost can increase depending on the industry as some are more competitive than others.

Google Recommends a Daily Budget of £10-£50

When you’re new to Google ads, you may be unsure of how much to budget for your first campaign. Google’s advice is to set a daily ad spend of £10-£50. This is an ideal place for beginner advertisers to start. Your daily budget can be increased once you know your ad is converting.

Google Ads Recommended Starting Budget

Google Mobile Advertising Statistics

These days, we’re all about our mobile devices. They allow us to access the web from anywhere with just a few clicks. As a result, we encounter a lot of ads on mobile, whether they’re on websites or social media. Being aware of where your traffic originates from helps you to cater to those visitors.

61.9% of Google Ads Clicks Come From Mobile Devices

Considering we use our mobile devices so frequently, it’s no wonder that 61.9% of ad clicks come from a mobile. It serves as a reminder of the importance of making sure our content (particularly ads) are mobile-friendly and can be consumed easily on smaller screens. Don’t just create for desktop.

63% of Smartphone Users Have Contacted a Business Through Search

Features like “click to call” have made it even easier for people to take action through a Google search. Google states 63% of smartphone users have contacted a business directly through a search they conducted.

smartphone users contacting businesses on Google Ads

Google Local Ad Campaign Statistics

Local ads are commonly run by brick-and-mortar businesses that want to reach potential customers in their area. Here’s some data around the effectiveness of Google’s local ads:

4 in 5 Consumers Want Ads Customised to Their Location

Location-based ads come in handy when people are trying to find a product locally, are looking for a place to eat, or are in search of any other type of business that’s nearby. According to research, 4 in 5 consumers want ads to be customised to where they’re located.

Here are the key elements for customising a local ad:

  • City
  • Post Code
  • General Area

Google Ads for Business Statistics

And finally, let’s wrap this up with some Google ads statistics geared specifically towards businesses. Advertising can be so beneficial in generating web traffic and conversions, but sometimes you need to see the data to really seal the deal that it’s worth investing your money into. Here are some stats:

65% of Small-to-Midsized Businesses Have a PPC Campaign

Don’t get left in the dust! 65% of small-to-midsized businesses are running their own PPC campaigns, helping them to land new customers. Businesses that aren’t jumping on board could get beaten out by their competitors since they’re not getting themselves in front of potential buyers.

Purple, the Mattress Company, Saw a 22% Increase in Purchase Intent With Ads

The bigger companies are getting in on the action too. Purple invested in Google ads, only to see some impressive results. Their ultimate goal was to drive consideration of Purple mattresses. This is what they were able to achieve:

  • 339% increase in brand searches
  • 22% increase in purchase intent
  • 37% reduction in cost per visit

Williams Sonoma Increased Mobile Sales by 70%

Another company seeing great success with Google ads? Williams Sonoma. The retailer used Google to run mobile ads in an attempt to drive in-store and mobile sales. Here’s what they achieved:

  • 70% increase in mobile sales year-over-year
  • 51% increase in e-commerce sales year-over-year
  • 20% higher return on ad spend

Using Google Ads Statistics to Build Your Own Ads

As this data shows, Google is a powerful platform for businesses to run ads promoting their products and services. Take what is shared in this post and use it to create an ad of your very own.

Set a goal for your campaign and put together an ad that will speak to your target audience’s interests. With the right ad, you’ll be able to boost awareness, website traffic, and conversions, helping you to increase profits.

Or, you can work with one of the top PPC agencies in the UK here.

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