18 Google Ads & PPC Stats You Need to Know in 2025

If you're navigating the ever-evolving landscape of Google Ads in 2025, sure—stats are helpful. But on their own, they’re just numbers on a page. We’ve pulled together the most relevant PPC insights and added the kind of commentary you won’t get from your average trend round-up. Whether you’re a seasoned marketer or just getting stuck into paid search, this will help you make smarter, more strategic decisions.

1. Google Ads Still Dominate the PPC Market

A staggering 98% of PPC professionals use Google Ads for their campaigns, allocating between 80% and 85% of their PPC budgets to the platform.

Source: WordStream

With 82% of the global desktop search market going to Google, it’s easy to see why.

Source: Statista

That said, don't sleep on Microsoft Ads—particularly in B2B. Decision-makers at large organisations often default to Bing via Microsoft Edge or locked-down IT environments. It's a quieter space with less competition, often delivering higher intent at a lower CPC. In other words: less noise, more signal.

2. Conversion Rates Vary by Campaign Type

• Search Network: Average conversion rate ranges from 3.1% to 6%.
• Display Network: Average conversion rate is between 0% and 1%.
  Source: Databox

However, high or low conversion rates don’t always tell the whole story. A 2% conversion rate on a £10k software trial could beat a 10% rate on £20 widgets. Look at value per conversion and cost per lead before you celebrate—or panic. And don’t ditch a low-performing channel too early: sometimes the win is higher up the funnel.

3. Click-Through Rates (CTR) Benchmarks

• Search Ads: Average CTR is 3.17%.
• Display Ads: Average CTR is 0.46%.
  ‍Source: WordStream

This being said, a falling CTR isn’t always a bad sign. If your ads are narrowing in on better-qualified traffic—less click happy, more ready to buy—you could see CTR drop while conversion rate and ROI go up. In B2B, the fewer tyre-kickers, the better.

4. Cost-Per-Click (CPC) Insights

• Search Ads: Average CPC is $2.69.
• Display Ads: Average CPC is $0.63.
  ‍Source: Wordstream

But averages lie. B2B tech keywords like “enterprise data platform” or “API management software” can hit £10–£50+ per click. What matters more is how well that click converts and what value that conversion holds for you. You’re not after volume—you’re after value.

5. Return on Investment (ROI)

Businesses earn an average of $2 for every $1 spent on Google Ads, with some reporting returns as high as $8 for every $1 invested.
‍Source: Google’s Economic Impact Report

Big range, right? That’s because ROI is hyper-dependent on funnel length, sales cycles, attribution setup, and yes, lead quality. High-ticket B2B SaaS may not show ROI for months—but when it hits, it hits.

6. Mobile's Growing Influence

Mobile devices account for 52% of PPC clicks, emphasising the importance of mobile-optimised campaigns.
‍Source: Analyzify

Mobile traffic’s is still growing, but it’s not all created equal. In B2B, mobile conversions often lag behind desktop and often lag in value and intent. That said, mobile plays a crucial role in discovery and retargeting. Optimise for every device in the path—not just the last click.

7. Global Reach of Google Ads

The Google Display Network spans over 2 million websites, videos, and apps, reaching 90% of internet users worldwide.
‍Source: Google

Great for reach, but make sure your targeting is airtight. Broad placements can burn through budget fast—especially if you're not using exclusions and audience layers. In B2B, it's less about reach and more about relevance.

8. User Engagement with Ads

Approximately 65% of users click on ads when they're actively looking to make a purchase.
‍Source: Creative Marketing

This stat shows the value of intent—and why keyword targeting still matters. But in longer B2B cycles, not everyone’s “ready to buy” on first click. Layer in remarketing and content-led campaigns to stay visible during research and consideration.

9. Clicks to Google Properties

Approximately 30% of clicks from Google searches go to Google's own properties, such as YouTube, Google Maps, or Google Shopping.
‍Source: SparkToro

That’s a hefty chunk of potential visibility taken off the table and shows that your ad strategy needs to go beyond the SERP—look at YouTube ads, Performance Max, and even Bing, where competition’s lower and fewer clicks are swallowed by the search engine itself.

10. Personalised Ads Drive More Sales

Personalised ads result in 30% more sales compared to non-personalised ones, showcasing the power of tailored advertising.
‍Source: Sender

In B2B, this doesn’t mean using someone's name in a headline. It means tailoring copy to pain points, industry verticals, and job roles. Speak their language and solve their problem—then the click turns into a conversation.

11. Ad Extensions Enhance Performance

Utilizing ad extensions can increase CTRs by up to 15%, providing more value and information to potential customers.
‍Source: Google

Don’t overlook these. Sitelinks, structured snippets, callouts—they all add real estate and context. For high-value products, giving prospects more info upfront can shorten decision cycles and improve lead quality.

12. Remarketing Boosts Conversions

Remarketing campaigns can lead to a 50% increase in conversion rates, re-engaging users who have previously interacted with your brand.
‍Source: WordStream

Especially relevant in B2B, where buying journeys stretch weeks or months. Remarketing lets you stay top-of-mind while your prospect does a million other things (including Googling your competitors).

13. Automation Saves Costs

Implementing automation in Google Ads such as Smart Bidding, can save up to 20% in ad spend while maintaining performance. BUT a success rate like this only comes when you are using the right strategy for your specific industry and campaign setup.
‍Source: Karooya

But only if your audience is well-defined and your conversions are properly tracked. Automation is powerful, but blind. Without a smart strategy and clear signals, it’ll optimise toward quantity over quality—and that’s a fast track to junk leads.

14. Global PPC Spending Trends

Global PPC spending is projected to reach $351.55 billion in 2025, with the average ad spend per internet user in search expected to hit $58.21.
‍Source: Statista

More competition means more noise. To win in crowded markets, you’ll need tighter targeting, smarter messaging, and measurement that reflects your actual buying cycle—not just a 7-day conversion window.

15. User Trust in Paid Ads

Approximately 41% of users trust paid ads, indicating the importance of creating credible and relevant advertisements.
‍Source: WebFX

The trust gap is real. Make sure your ads look and feel like they belong. That means matching search intent, keeping claims honest, and having a landing page that delivers what the ad promised—no bait-and-switch.

16. Ad Visibility and Clicks

About 46% of all clicks go to the top three paid advertisements in search engine results, emphasising the value of top ad placements.
‍Source: inBeat

First position isn’t always the best value, but if you're not in the top 3, you're invisible. Test your way up, monitor your cost per conversion, and remember that top-of-page ad rank matters more than average position.

17. Impact of Pausing Ads

When you pause your Google Ads, 89% of the traffic you were getting doesn’t get replaced by organic clicks. In other words, switching off paid activity doesn’t mean your SEO will pick up the slack.
‍Source: Analyzify

Pausing ads not only cuts your traffic; it also disrupts Google's ability to learn and optimise. Campaigns need ongoing data to improve performance—so every time you stop and start, you're resetting that learning curve. Which means higher CPAs and slower results when you turn things back on.

18. Average PPC Conversion Rate

The average conversion rate for PPC across all industries is 2.35%, (3.75% on Google Ads), serving as a good benchmark for campaign performance.
‍Source: Mayple

Treat this as a rough benchmark, not gospel. If your rate is lower but your lead quality is stellar, you might be doing just fine. Focus on conversion value, not just conversion volume.
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Don’t just look at the numbers. Look at the story.

Yes, ad stats are useful. They help us spot red flags, find quick wins, and measure what’s working. But behind every CTR and CPC is a person. A potential customer with questions, doubts, and deadlines. Which is why performance isn’t just about data—it’s about content, context, and consistency.

The best results don’t come from throwing keywords at a spreadsheet. They come from a smart strategy that connects the right message to the right person at the right time. That’s where we come in.

If you’re tired of chasing vanity metrics or second-guessing your setup, we’d love to help. Lever Digital is an experienced B2B PPC agency with a track record to match.

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