Google Ad Statistics (Wordstream Industry Benchmarks)

One of the tools that help advertisers to enable businesses their goals is Google Ads which has not only helped them create brand awareness but has also aided in attracting more traffic to a website and driving sales.

More than 96% of Google’s revenue comes from advertising which indicates the vitality of Google Ads in the company’s financial growth. This read discusses interesting Google Ads statistics that every business owner must know to utilize it to its full potential and how to supercharge your business strategies to thrive in the fast-paced world.

Google Ads Growth Over the Years

Google Ads formerly known as AdWords has come a long way ever since it was first introduced to the world in October 2000. From its inception till date, this popular PPC advertising platform has become an indispensable platform for digital advertisers across industries to help their products and services reach their potential customers. With only 350 businesses leveraging Google Ads in the first few years, today it is a multi-billionaire self-serve advertising platform. 

Over the years, Google Ads has experienced steady growth. Today, over 80% of businesses around the world consider Google Ads for PPC campaigns. The rate at which businesses are adopting and implementing this strategy into their operations is a clear indication of its versatility and effectiveness in meeting different marketing and advertising goals.

Google Ads has emerged as a competitive tool in the digital advertising industry to enhance a business’s online presence and improve its reach. 

 Whether a business has just started online advertising or has been into this for a long time, Google Ads has helped businesses in every stage to reach their different marketing goals. Being in business for the past 23 years, Google Ads has introduced many features such as remarketing, site targeting, custom audiences, quality score, display ads, and site link extensions to name a few.

After years of setting examples in the technology space for others to follow, Google is now a dominant player with a share of a staggering 91.56% in the global search engine market. Additionally, Google has a 39% share in digital advertising revenues worldwide in 2023 and has generated 80.94% of traffic traffic through Google Ads.

Though these ads may be annoying at times for the customer, it is one of the most important parts of a strategy for businesses. Out of all the Google ads that pop up on the screen, Google shopping ads have performed comparatively better. These ads generate 85.3% clicks and account for 76.4% of retail search ad spend. This statistic shows that businesses today are utilizing Google ads to their optimum potential to spread awareness and drive conversions.

When it comes to Google Ads Statistics regarding demographics, users aged between 25 and 34 account for 32.01% of the total user base. Furthermore, people aged between 35-44 years and 45-54 years account for 22.22% and 16.55% of the user base. Additionally, most Google Ads users are male accounting for 54.27%, and female users on the other hand account for 45.73% of users.

Besides age and gender, advertisers target their potential users based on parental status. Doing so allows them to customize their ad campaigns to specific strata like parents and non-parents.

Millennials and Gen Z form the largest online customer group who spend significantly on digital channels. From online shopping to subscriptions and more, this generation is a target group for many advertisers associated with businesses offering products and services that resonate with this age group. 

The younger generation is more likely to engage with online ads as compared to older generations as this age group is the most tech-savvy of them all. 70% of millennials like it when they can explore a product by clicking on its ad. Additionally, Google Ads has launched a new platform called Gen Z Music Lineup which helps advertisers connect with Gen Zs and show their ads while simultaneously introducing the younger generation to trending music.

Google Ad Audience Demographics (Age Distribution) 

Source: Enterprise Today

Google Ad Dominance in the Digital Advertising Realm

Google is ruling the search engine market and accounts for an average of 92.47% of search market shares. It is the most popular search engine among users worldwide with 79.8% shares in the U.S. alone. 

Google Ads are common these days and businesses of all sizes are leveraging this digital advertising strategy. They are used by 99% of all websites with known advertising networks which accounts for 50.3% of all websites.

Around 63% of people have engaged with Google Ads that popped up on their mobile or desktop screen. This compelling Google ads statistic shows how effective these ads are in attracting a business’s target audience. 

Businesses around the globe are actively investing in Google Ads to optimize their performance and reap financial benefits. With one-third of the global digital ad spend, Google Ads have become a go-to strategy for businesses to witness an outstanding reach and impact. Hence it is no surprise that Google Ads dominates the global digital ad spending. 

Google Ads has a market share of global digital ad spending of 23.61% which puts it at the top while other players follow. Google’s top competitors in the digital advertising space include AdRoll, Outbrain, and Critieo with market shares of 10.29%, 8.67%, and 8.01% respectively. 

Talking about the financial aspects of Google Ads, in Q3 2022, Google’s ad revenue was $54.48 billion. In the initial few months of 2023, Google ads revenue was $112.691 billion which accounted for 78% of the total revenue. The platform witnessed a 9.5% rise in ad revenue which amounts to $59 billion in Q3 2023 alone. 

In 2022, the total Google ad revenue was $224.47 billion which represented a growth of 7.2% as compared to the previous years. In the coming time, Google’s ad revenue is expected to reach $340 billion which serves as an assurance for businesses planning to leverage this platform to expand their reach. These Google ad statistics indicate its current potential and the influence it will have in the coming years by delivering tangible results for businesses to gain a competitive edge over other players.

Google Ad revenue 2013-2022

Source: Oberlo

Google Ads is dominating the digital advertising realm looking at all the Google ads statistics covered so far. In the U.S. alone, Google Ads has grossed 28.4% of all digital ad revenue. Additionally, Google and Meta combined had a 48.4% hold of digital advertising expenditure in the U.S. in 2022 which is expected to grow in the coming years. In 2023, the Google Ad’s stake is expected to be over 70% in search ad revenue until 2023. 

Furthermore, with a huge customer base and quick access to resources, Google display campaigns can reach a large number of internet users worldwide. Given the trust Google has won over the years, customers are four times more likely to click on Google ads than any ad from other advertising platforms.

Trends Shaping Google Ads

AI is trending in almost every industry in every aspect. In digital advertising, it is transforming ad targeting by making it more effective and precise. AI improves ad targeting by assessing a large database containing information regarding customer behavior, location, and customer information. AI algorithms optimize the ads to show them to the right audience at the right time to enhance their relevance for the customers. 

Besides AI, mobile advertising is also gaining a lot of momentum. As the number of mobile users is growing every day, advertisers are focusing more on mobile-friendly strategies. These strategies include mobile-friendly ad formats that are designed for customers who spend most of their time on their smartphones or tablets.

Location is an important aspect of advertising. Google ads are also harnessing geographical insights by offering location-based precision. This trend has enabled advertisers to run hyper-localized ad campaigns that are focused on reaching customers in a particular location.

Google Ads Key Performance Metrics & Industry Benchmarks

Running Google Ads is not enough. Advertisers also need to assess its performance from time to time. To do so, businesses need to understand key performance metrics for Google ads that help in evaluating the effectiveness of running them. Additionally, to gauge if the results are satisfactory, advertisers compare the outcome with industry benchmarks. 

Click-Through Rate

The click-through rate of CTR is the percentage of clicks on an ad. According to WordStream, the CTR for Google Ads on average across industries is between 3-5%. However, some industries have CTR which outperforms the average percentage. According to industry benchmarks 2023, a CTR of 10%  or above for Google Ads is considered good. 

In 2021 the average CTR across the industry is 5.06 for search networks and 0.50% for display networks. In 2023, the average CTR across industries is 6.11%. Today, the arts and entertainment, sports and recreation, and the travel industry have the highest CTR of 11.78%, 10.53%, and 10.03% respectively.

Industry-wise Click-Through Rate

Source: Smart Insights

Conversion Rate

The conversion rate depicts the percentage of customers who take an action after clicking on an ad. Taking action here means subscribing, purchasing, or filling out a form. According to Search Engine Land, the average conversion rate for Google Ads is 7.04. The average conversion rate for search networks is 2.81% and 0.59% for display networks across all industries as reported by Smart Insights. Additionally, according to WordStream, the average conversion rate is 3.75% for the search network and 0.77% for the display network across Google Ads.

Industry-wise Conversion Rate

Source: Smart Insights

Quality Score

Quality score is a diagnostic tool that helps a business understand the quality and relevance of the ads, landing pages, and keywords. Assessing this metric is important as it aids in understanding the costs, positioning of the ads, and optimizing the overall ad campaign.

A higher quality score indicates that the ad content is more relevant and useful for people searching for keywords that a business is targeting as compared to others. On the other hand, a low-quality score indicates the ad content has some scope for improvement. 

Number of Impressions

The number of impressions helps in evaluating the visibility of an ad. Tracking this metric is important as it gives an insight into the frequency of the ad being displayed to the target audience. As per WordStream, the average impressions are 19,000 per month across all industries in Google Ads. 

Return on Ad Spend (ROAS)

The return on Ad spend provides valuable insights into the revenue generated from ad spend. The average return on ad spend is 200% which amounts to a return of $2 for every $1 spent representing a 2:1 ROI. As per the industry benchmark for Google ads, the ROAS is 4 which translates to $4 of revenue generated for spending $1 on advertising. 

Cost Per Thousand Impression 

Cost Per Mille or Cost per thousand impressions is the amount that an advertiser pays for a Google ad per thousand impressions. As per WordStream, the average CPM in Google ads is $48.96 for search networks and $75.51 for display networks across all industries. However, the industry benchmark for CPM differs significantly and is influenced by factors like ad format, type of industry, targeting, and networks. 

Furthermore, CPM varies from one social media platform to another. Currently, the average CPM for social media is $5.33, and the average CPM for Meta alone which includes Facebook and Instagram is $7.03.

Cost Per Click

This metric helps advertisers determine the amount they have to pay for every click a Google ad receives. As per WordStream, the average cost per click is $4.22 across industries. However, the cost-per-click benchmark varies across industries as it is high for some and low for others. For instance, the legal, dental, and home improvement industries have a higher CPC and the retail industry has a lower CPC.

Industry-wise Cost Per Click

Source: Smart Insights

Bounce Rate

Bounce rate is a metric that determines the percentage of visitors who leave a website after some time. This metric provides insight into a landing page’s performance and its effectiveness. According to Databox’s industry benchmarks, the average bounce rate in 2023 across all industries is 60.78%. The bounce rate varies for different industries and channels and is the highest for IT service and consulting & professional service companies. Furthermore, according to data by CXL, the average bounce rate for Online communities, advertising and marketing, and shopping industries across different channels is as follows

ChannelBounce Rate
Paid search44.10%
Organic search43.60%

Source: CXL

Harnessing the power of visuals through Google Display Network

The rapidly growing digital advertising realm is greeted with innovation every other day. With Google Ads, digital advertising has reached new heights and enabled businesses to expand their reach online which is the home to most of their customers. According to Forbes, revealed that 45% of customers engage better with video content than text-based content and hence businesses have started leveraging Google display ads to entice their customers. 

As compared to other ad forms, Google Display Network reached 90% of customers online. This Google ad statistics showcases the ability of this network to reach every corner of the digital world. At the same time, it assures businesses that these ads allow them to display their products and services to the vast customer base spread all across the world.

Through Google Ads, Google Display networks can reach 2 million websites and applications. This expansive reach allows advertisers to find different ways and opportunities to grab their customer’s attention and compel them to take action through impressive visual content. These ad forms also allow them to put their message in a precise manner that resonates with potential customers. 

These Google ad statistics indicate the power of display ads in capturing customer attention and driving sales. Investing in Google display network ads has helped many brands amplify their visibility online and improve user engagement.

Another striking insight that is of great value for advertisers is that the CTR in Google ads for display networks is 0.46%. This CTR value can vary due to factors like audience demographics, ad format, and industry to name a few. These numbers help advertisers tweak their strategies based on engagement patterns on search and display platforms to help businesses reap more benefits through Google ads. 

When it comes to assessing the performance of Google Ads, conversion rates are another important aspect that must be taken into consideration. Google Display Network ads have an average conversion rate of 0.77% and are most effective when it comes to transforming interest into action. 


The global online advertising spend is expected to reach $646 billion by 2024. No matter if the market shares increase or decrease, Google Ads will always have an upper hand over other players in the digital advertising space. 65% of users online engage with Google ads when shopping online which shows that not only businesses but customers too are aware of this digital advertising platform. This ad form allows businesses to increase their brand awareness by 80% which also later helps them in converting potential customers, finding new leads, and nurturing the existing ones. In the past few years, Google Ads has penetrated deep into digital advertising and has become an inseparable part of marketing and advertising strategies. For businesses that are yet to invest in Google Ads, now is the time to adopt it before it is too late!


1. How many people click on ads?

On average, 63% of people click on Google Ads. This number varies based on factors such as ad relevance, targeting, and industry. Additionally, people engage more with Google ads that contain video content than text-based ads as dynamic ads are more enticing and compel people to engage with them better than static ads.

2. How much of Google’s revenue is from ads?

Over 97% of Google’s revenue comes from advertisements which makes it a major source of revenue, In Q3 2022, the total Google ad revenue was $54.48 billion and in Q3 2023, it was $59 billion which was a 9.5% increase from the previous year. In the coming time, Google ads are expected to reach $340 billion.

3. What is the average conversion rate for Google Ads?

The average conversion rate for Google ads is 2.85%. However, it is important to note that this metric keeps changing depending on the industry, targeting, and ad type.  The average conversion rate for Google Ads can vary depending on the industry, ad type, and targeting. The average conversion rate on mobile search networks is 3.48% and 0.72% for display networks across all industries. Additionally, the average conversion rate is 4.40% for the search network and 0.57% for the display network across Google Ads.

4. How effective are Google Ads?

 More than 80% of businesses rely on Google Ads for PPC campaigns worldwide to boost brand awareness, website traffic, conversions, and sales. This Google ad statistic alone is enough to determine the effectiveness of digital advertising. To assess the effectiveness of Google Ads, advertisers take into consideration factors like ad content, ad relevance, landing page quality, targeting, and keyword selection.

5. What is a good ROI for Google Ads?

Determining the good ROI for Google ads is not a single thing but considering different performance metrics as it tends to vary as per industry benchmarks and business goals. In general, a positive ROI is achieved when the advertising investment yield is more than the investment. As per Google, the average ROI on Google ads is 800% which amounts to earning a revenue of $8 for every $1 spent.