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31 Insightful PPC Stats for Better Ads in 2022


31 Insightful PPC Stats for Better Ads in 2022

As we’ve already established in the SEO vs PPC article, paid advertising plays a very important role in marketing strategies nowadays. Looking at statistics may seem unhelpful, but the truth is that you can learn a lot from past results and apply this knowledge in your future advertising campaigns.

Therefore, we’ve decided to present you with some PPC STATS that may help to build better ads in the future.

In this article, we’re going to cover the following subjects:

  • Top 5 Statistics
  • General Stats
  • Google Ads Stats
  • Facebook Ads Stats
  • Mobile Ads Stats


Top 5 stats 2


1. PPC is one of the top three generators of on-page conversions.

On-page conversions corresponds to the percentage of website visitors who make a purchase or leave their contact. Formstack stated that PPC contributes in 17% for this metric, making it one of the three main sources of on-page conversions, along with email marketing (18%) and on-page website conversion (24%).

2. 79% of marketeers say PPC is highly beneficial for businesses.
(Hanapin Marketing)

As disclosed by a Hanapin’s report, the majority of marketeers believe PPC provides a great impulse to their projects.

3. In 2018, 62% of marketeers stated that they plan to increase their advertising budget for the following year.
(Hanapin Marketing)

Following a growth trajectory, marketeers continue to believe that raising their ads budget is a smart investment.

4. 65% of people click on ads when making a purchase.

According to WordLead, 65% of customers tend to click on ads with copy like “buy now”, “checkout here” or “online shop” before they make a purchase.

5. 40% of business owners wish their PPC budget would be bigger.
(Social Media Today)

Social Media Today’s survey shows that 40% businesses would like for their advertising budgets to be higher, once they believe in the importance of PPC.

6. Approximately 26% of the internet users were using ad blocks, in 2019.

Statista reports that in 2019, around 26% of the worldwide users had ad blocks installed, which represents one of the biggest obstacles for online ads.

7. 92% of online ads fall into ad blindness.

Ad blindness is when a user, deliberately or not, ignores an online ad. According to Kol, 92% of online ads fall into blindness, which is another major concern for marketeers.

8. In 2017, 7% of internet users admitted they had a negative opinion about online ads, but this percentage dropped to 1%, in 2018.

Internet users are becoming more appreciative of online ads, as stated by Innermedia, that shows a drop from 7% in 2017, to 1% in 2018.


9. 92,96% of the global search engine market was owned by Google, in 2019.

Everybody knows that Google is the main search engine on the World Wide Web and this is supported by Statcounter 2019 report, which shows that 92,96% of the market was owned by Google.

10. Google Ads Display Network reaches 90% of internet users.

Visual ads, like banners for example, can reach about 90% of internet users.

11. Google Ads platform contributed with $116,32 billion in revenue for Google, in 2018.

Google Ads is one of the most popular ways to advertise online and this alone contributed with $116,32 billion in revenue for Google, in 2018.

12. 41% of all clicks made on Google go to the top three sponsored ads.

As stated by Wordstream, 41% of all clicks on Google search are on the first three sponsored ads.

13. Users that reach a website via PPC Ads are 50% more likely complete a purchase, than users that found the same site via organic search.

According to Moz, users that find a website through PPC are 50% more likely to make a purchase, than those who come from organic search.

14. The average CTR for Google Ads is 3,17%.

CTR – Click-Through Rate – means the number of users that click on an ad compared to the number of users that sees the ad. This metric can tell you how effective a campaign is and according to Wordstream, Google Search Ads have an average CTR of 3,17%, which is impressive.

15. On average, search ads cost $2,69 per click and display ads cost $0,63.

Wordstream stats show that search ads cost advertisers $2,69 per click and display ads $0,63.

16. SMEs spend between $9.000 and $10.000 on PPC monthly, on average.

The average yearly cost of PPC for small and mid-sized companies is between $108,000 and $120,000, as stated by WebFX.

17. Google Ads, with 37,2% of the market share and Facebook Ads, with 19,6%, are on the podium for online advertising market.

The most popular platforms for online ads are doubtlessly Google Ads and Facebook Ads, with 37,2% and 19,6% of the market share, respectively. 


18. Facebook Ads potential advertising reach is 2,11 billion people.

Meta asserts that the potential reach of Facebook Ads is about 2,11 billion people.

19. Facebook generated $55 billion through ad revenue, in 2018.

Facebook Ads contributed with $55 billion in revenue in 2018, which was more than what was expected during that year, because of some controversy surrounding the company’s name.

20. 50% of consumers discovers new products through ads in Stories.

The Stories format on Facebook is a very popular feature and can represent advertising opportunities. According to Meta, 50% of online customers discover new products introduce in Facebook Stories.

21. The average CPC for Facebook Ads is $1,72.

CPC – Cost per Click – for Facebook Ads is $1,72, on average.

22. On average, conversion rate on Facebook Ads is 9,21% across all industries.

According to Wordstream data, the average conversion rate is 9,21% for Facebook Ads.

23. Conversions are the main campaign goal for 27% of Facebook Ads.

Socialinsider’s statistics show that the main goal of Facebook Ads are conversions, with approximately 27%. Post engagement holds about 24% and link clicks 22%.

24. The average CTR for Facebook Ads is 0,90%.

Click-Through Rate for Facebook Ads is 0.90%, which is lower that Google’s (3,17%, as we’ve seen before in this article).

25. There were about 8 million active advertisers across all Meta platforms, in 2020.

As disclosed by Meta, in 2020 there where 8 million advertisers active from Facebook, Instagram and WhatsApp.


26. 69% of people who have smartphones, do online shopping on them.

Uberall survey shows that in 2018, 69% of smartphone users did online shopping on their devices and 82% used the “near me” feature to search for local businesses.

27. 60% of mobile users have a tendency to click on the first two or three search results.

Uberall 2018 survey also shows that 60% of the users responded “very likely” to click on the top 3 results on Google search when using mobile.

28. 70% of all mobile customers call their target business directly via Google Ads

Having the business phone number integrated in ads is very useful and can be very profitable, as showed by PowerTraffick data that states that 70% of mobile users call directly through the ad.

29. 52% of online customers who click on PPC ads, call the target business right after browsing.

As we’ve just seen, having the business phone number integrated in an ad is very beneficial. According to Cleverclicks, 52% of online users that click on PPC ads, call the chosen company right after finding it.

30. There were more than 300.000 mobile apps involved in the Mobile Ads Network, in 2018.

Mobile Ads depends considerably on mobile applications to reach more users. In 2018, there were more than 300,000 different mobile apps involved in the PPC Google ads network.

31. 53% of internet users leaves websites that take more than 3 seconds to load.

If you want your online shop to thrive, you better think about the performance of your website, because in accordance with Google, 53% of internet global users don’t wait more than 3 seconds for a website to load. 

Did you find these stats interesting?

Feel free to use the comment section to engage in a talk about this matter!

Picture of Andreia Antunes

Andreia Antunes

Andreia is our Marketing Specialist at ISSCloud and writes about Internet Marketing, Search Engine Optimisation (SEO/SEM) and Social Media Marketing (SMM).

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