10 PPC Statistics Every B2B Marketer Needs to Know in 2025

Pay-per-click (PPC) advertising continues to be a crucial element of B2B marketing strategies in 2025. With evolving algorithms and increasing competition, understanding PPC statistics is essential for marketers aiming to optimise their ad spend and achieve better ROI.

Here’s a breakdown of the most important PPC statistics you need to know for 2025 and how they can shape your PPC strategy.

1. Global PPC Spending Continues to Surge

In 2025, global digital ad spending is expected to surpass $500 billion, with a significant portion allocated to PPC campaigns. According to Statista, internet-based ad spend (Google Ads, Bing Ads, etc.) will account for nearly 70% of global digital ad spend in 2027, highlighting the continued dominance of PPC in the advertising world.

Source: Statista

As B2B marketers, understanding this upward trend emphasises the importance of refining PPC strategies to capture this growing share. If you're looking to build a targeted PPC strategy, consider optimising campaigns across multiple platforms to benefit from this global surge.

2. Click-Through Rate (CTR) Continues to Improve with Well-Targeted Ads

The average click-through rate (CTR) for PPC ads across all industries in 2024 was 6.42% for search ads (according to WordStream)- higher than last year’s overall average of 6.11%.

Source: WordStream

The rise in click-through rates (CTR) is likely due to the search engine results pages (SERPs) becoming more ad-friendly. This shift has both positive and negative implications. As ads become better integrated with organic search results above the fold, advertisers can expect a boost in clicks. However, this seamless blending of paid and organic results might also lead to a decline in organic traffic, as users are more likely to engage with paid ads than organic listings.

Since paid ads are taking up more real estate on the SERP, it's crucial to not solely rely on organic traffic. A balanced approach that includes both paid ads and organic SEO will help mitigate the potential decrease in organic traffic.

A carefully defined B2B PPC strategy can significantly impact your CTR. Implementing strategies like keyword segmentation and ad copy optimisation can help push your campaigns above average and make sure your clicks count.

3. Mobile PPC Ads Are Now Dominating the Market

Mobile devices have become the primary point of internet access worldwide. In 2025, mobile PPC ad spend is predicted to account for 66% of total digital ad spend, according to eMarketer. This shift highlights the importance of ensuring your PPC strategy considers mobile channels and that your ads and landing pages are fully optimised for mobile.

Source: eMarketer

For B2B marketers, ensuring that your PPC landing pages and ads are mobile-responsive is no longer optional. For more on creating PPC landing pages that convert, check out our guide to landing page optimisation for PPC.

4. Conversion Rate for PPC Ads Has Improved Significantly

In 2024, the average conversion rate for Google Ads was 6.69% for search ads, an improvement from previous years. For B2B businesses, this number can climb even higher, especially when using lead generation forms on landing pages, and when tracking the right conversion actions.

Source: WordStream

It’s vital to consistently monitor your PPC conversion rates and adjust your strategy. If you haven’t already, implementing advanced conversion tracking and custom audiences can help push your results further. Read more about effective conversion tracking in our PPC strategy page.

5. The Cost-Per-Click (CPC) Is on the Rise in Competitive Sectors

The cost-per-click (CPC) in B2B sectors has been steadily rising. In 2025, industries such as software, IT services, and financial services are seeing CPCs upwards of $10 per click in highly competitive niches.

Which makes it even more interesting to see that the average CPC on Microsoft Advertising was $1.54 - a staggering 30% lower than Google’s average CPC.

Source: Wordstream

This increase in CPC underlines the need for B2B marketers to continually refine their PPC targeting and budget allocation to ensure that every penny counts. Diversifying channel spend, focusing on long-tail keywords and using negative keywords effectively can help avoid overspending.

6. Video Ads Are Gaining Traction in PPC Campaigns

In 2025, video ads are expected to generate more than 50% of all digital ad spend in platforms like YouTube and Meta Ads. For B2B companies, video can be an effective tool for driving higher engagement and conversions, particularly in the lead generation phase.

Source: Statista

Integrating video ads into your PPC campaigns can elevate your brand visibility and drive more qualified traffic. If you haven't already, explore the possibilities of using video ads to boost your PPC strategy and capture attention from high-value clients.

7. Remarketing Continues to Yield High ROI

Remarketing continues to be one of the most effective PPC strategies for B2B marketers. According to a recent study by WordStream, the frequency of exposure to remarketing ads significantly boosts conversion rates. In fact, conversion rates doubled when users saw remarketing ads six times, compared to just once.

Source: WordStream

Remarketing allows businesses to re-engage visitors who didn’t convert on their first visit. By creating targeted remarketing campaigns, you can increase your conversion rate without needing to attract brand-new traffic.

8. B2B Brands Are Increasing Their Use of LinkedIn Ads

LinkedIn has become a powerhouse for B2B marketers looking to reach decision-makers. According to Sprout Social, 89% of B2B marketers use LinkedIn for lead generation and 62% say it produces leads effectively.

Source: Sprout Social

If you’re in the B2B space, LinkedIn PPC campaigns are worth exploring. Optimise your ad copy and use LinkedIn’s targeting capabilities to effectively reach senior decision-makers.

9. Artificial Intelligence (AI) in PPC Ads Will Increase Efficiency

According to Google, AI-driven PPC optimisations can improve campaign performance by up to 13%. Machine learning and AI will enable smarter ad bidding and keyword targeting, making PPC campaigns more efficient and cost-effective.

Source: Google

Adopting AI tools for your PPC strategy can not only save time but also improve the precision of your campaigns. AI can help you make data-driven decisions and optimise your ads for better performance.

10. Voice Search PPC Ads Are on the Horizon

Voice search is on the rise, with 27% of searches in the Google App being carried out by voice. With the number of active voice assistant devices worldwide doubling to a total of 8.4 billion units in 2024, this percentage is only set to rise over the coming years. This presents an opportunity for PPC marketers to optimise for voice queries.

Source: Synup

B2B marketers need to start thinking about how voice search will impact PPC. Optimising for conversational keywords and long-tail phrases will be crucial in staying ahead of the competition.

Conclusion

PPC advertising continues to evolve, and understanding these key PPC statistics is essential for B2B marketers looking to stay competitive in 2025. By staying on top of the latest trends and adapting your PPC strategy accordingly, you can maximise your ad spend and drive higher-quality leads.

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