Paid ads are still one of the most effective marketing strategies available to large, mid-sized, and small businesses alike. The pay-per-click (PPC) advertising model, where advertisers pay a fee to publishers each time a user clicks on their ad, is one of the most common you’ll encounter as a company.
In this guide, you’ll learn about 18 PPC statistics covering average conversion rates, social media advertising statistics, search advertising statistics, video advertising effectiveness, and marketplace ads statistics.
How does PPC advertising work?
The PPC advertising model charges advertisers only when internet users click on an ad, which sends them to relevant landing pages, like product pages on ecommerce sites. This differs from other models, like cost per mille (CPM), that charge advertisers based on how many users see an ad but don’t necessarily click on it.
Advertisers place bids for PPC ads by specifying a maximum fee per click and targeting their ads based on specific keywords or user behaviors. The amount of money advertisers spend per click depends on factors like bid amount, ad quality, and keyword competitiveness. Merchants make money with PPC advertising by converting internet users into paying customers at minimal PPC costs. One way to optimize your PPC efforts is by reviewing existing PPC advertising statistics to inform your own digital advertising efforts.
18 PPC statistics
- Conversion rate PPC statistics
- Social media advertising statistics
- Search advertising statistics
- Marketplace ads statistics
- Video advertising statistics
Use these PPC statistics to inform your own paid advertising campaigns online:
Conversion rate PPC statistics
Where you spend your PPC budget can dramatically affect your return. These conversion rate benchmarks across platforms help you identify which channels deliver the strongest results for your marketing strategies.
1. According to a 2025 digital marketing trends report, 65% of industries saw an increase in their average conversion rate year over year (YoY) on Google Ads and Microsoft Advertising.
2. The average PPC conversion rate for Google Ads is 7.52% across all industries, while the average conversion rate for Facebook ads is 7.72%.
3. The average PPC conversion rate for Microsoft Advertising (formerly Bing Ads) is 2.94%, while Amazon Ads boasts an average conversion rate of 9.89%.
Social media advertising statistics
Billions of active users scroll through social media platforms daily, creating massive opportunities—and intense competition. These advertising statistics reveal where the money is flowing and what it costs to reach customers on Facebook, WhatsApp, YouTube, TikTok, and LinkedIn.
4. The total social media ad spend across all social media platforms is projected to reach $275.98 billion worldwide in 2025, with the majority of that ad spend ($103.07 billion) coming from the United States.
5. As of February 2025, Meta Platforms owned the four largest social media sites: Facebook with more than three billion monthly active social media users, Instagram and WhatsApp with around three billion each, and YouTube with over two and a half billion. TikTok ranked fifth, with nearly two billion monthly active users.
6. The average cost per click (CPC) for Facebook ads across all industries is $1.72, with an average click-through rate (CTR) for Facebook ads of 0.9%. The average cost per action (CPA) for Facebook ads is $18.68.
7. In 2024, single-image LinkedIn ads had a 1.7% conversion rate in the US and Canada, and a 0.35% click-through rate in those same markets.
Search advertising statistics
When you search online and a “Sponsored” result appears, that’s search advertising at work. Publishing PPC ads on search engines can be an effective way to gain visibility and appear at the top of search engine results pages (SERPs).
8. The total search ad spend market is forecast to reach $355.1 billion in 2025, with the United States expected to generate the majority of that ad spend ($156.34 billion in 2025).
9. As of March 2025, Google held 79.1% of the global search engine market, Bing held 12.21%, and Yahoo held more than 2.9%.
10. The average click-through rate for PPC campaigns on Google Ads is 6.66% across all industries. Average CTR rates vary depending on the specific type of industry, with furniture ads at 6.11% and sports and recreation ads at 9.19%.
11. Cost per click on search engines increased for 87% of industries in 2025, with some industries like beauty and personal care seeing a substantial 40% CPC rate increase.
12. The average cost per click rate for Google Ads is $5.26, with average CPC rates changing based on the particular industry or product category. For example, the average CPC for beauty and personal care is $5.70, while the average CPC for automotive repair services is only $3.90.
13. Cost per lead (CPL) is an advertising metric measuring how much businesses spend to acquire one customer through marketing efforts. The average CPL for paid search on Google Ads in 2025 is $70.11.
Marketplace ads statistics
You can place PPC ads on online marketplaces like Amazon and Etsy targeting motivated buyers who are ready to make a purchase.
14. In the third quarter of 2025, Amazon Advertising reported earning $17.7 billion in total ad revenue across format types like traditional display ads, sponsored ads, and video ads.
15. Etsy invested approximately $726.8 million in its advertising and marketing infrastructure for sellers in 2023. Etsy auto-enrolls sellers in Offsite Ads after $10,000 in sales, and promotes listings across Google, Meta, Pinterest, and other partner platforms.
Video advertising statistics
PPC comes in many ad formats, including video. These advertising statistics show the impact of video ads and their growing popularity.
16. According to a 2025 survey, 87% of respondents stated that seeing a video marketing ad convinced them to purchase a product or service, with 91% of consumers stating that video quality impacts their trust in a brand.
17. According to another survey, 78% of consumers want brands to use video more to communicate with them, while 93% of Gen Z consumers state they want personalized and interactive video content from brands. Personalized video ads are 3.5 times more likely to turn a viewer into a customer when compared to generic video content.
18. US industry experts stated they intended to use roughly 22% of their digital marketing ad spend on video content in 2024, and total spending on video ad campaigns is anticipated to surpass $100 billion by 2027.
PPC statistics FAQ
What does “PPC” stand for?
PPC stands for “pay per click,” an advertising model where an advertiser pays a fee to a publisher each time someone clicks on one of their ads on the publisher’s platform.
How do you calculate PPC?
Two popular methods for evaluating PPC campaigns are calculating cost per click (CPC) by dividing the total amount spent on an ad campaign by the total number of clicks that campaign received. The other method involves calculating your PPC conversion rate (the percentage of total visitors who took a desired action, like purchasing a product, out of the total users who clicked that ad).
How do you measure PPC success?
You can measure the success of a PPC advertising campaign using several key performance indicators (KPIs), including cost per acquisition (CPA), cost per click (CPC), conversion rate, click-through rate (CTR), and return on ad spend (ROAS).
What are the PPC statistics for Google?
The average click-through rate for PPC campaigns on Google Ads is 6.66%, the average cost per click is $5.26, and the average PPC conversion rate for Google Ads campaigns is 7.52% across all industries.
