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30 PPC Statistics Every UK Marketer Should Know For 2023

Written by Bethany Jones on .
Ppc pay per click internet marketing and link building abstraction

How effective and valuable are Pay-Per-Click ads? Ads are all around us and with the digital population of the world increasing each year, so are the advertising platforms and numbers of ads. And so here are some of the latest stats on PPC ads to kick-start your business marketing decisions this coming year.

(Just in case you’re new to PPC and need to know what some of the terminology is, you may like to check out our glossary of terms or our PPC beginners guide.)

10 Key PPC Statistics

  1. Ads can increase brand awareness by 80%. (techjury)
  2. 65% of customers click on PPC ads. (techjury)
  3. Paid advertisements have an average ROI of 200%. (techjury)
  4. 96% of marketers spend money on search ads. (The State of PPC)
  5. An estimated 54% of ad expenditures were online in 2022. (techjury)
  6. Customers are up to 70% more likely to buy your product when you use retargeting. (Web FX)
  7. About 80% of people only read ad headlines when they search for something. (Ranktracker)
  8. At the end of 2021, 82% of Google’s revenue came from Google Ads. (Search Engine Land)
  9. Display advertising can generate up to 300% more traffic (creative website marketing)
  10. 4 In 5 consumers want ads customised to their location (creative marketing)

Google’s Market Share Statistics

Google is the most common place to run PPC ads. If you’re not already doing so, here are some stats that may encourage you to start advertising on Google.

  1. Google has 86.64% of worldwide market share making it the most popular search engine in the world. (statista)
  2. In the UK alone Google has market share of 86.31% (statista)

Typical PPC Campaign Budgets

This section is helpful in order to understand how your budget might compare to the industry average and whether you are working with a constrained budget.

  1. On average, SMBs (small/medium sized businesses) invest between £7.5K and £8.3K ($9K-$10K) on PPC monthly. (Web FX)
  2. B2B (business to business) PPC stats indicate that the average yearly PPC spend is between £96K-£102K ($115K-$122K) (Search Engine Land)

Social Media PPC Stats

If you sell directly to consumers, then Facebook ads may be the best option for you. However, if you're B2B, then LinkedIn may be a better solution. It's important to understand and choose the most appropriate platform for your target audience and that's a factor some marketers forget. Social media ads are a quick and effective way to connect with your consumers and boost your marketing campaigns. Read the stats below:

  1. The majority of ad spending is from Google and Facebook, which account for over 60% of ad spends. (Ranktracker)
  2. Facebook marketing leads the social media PPC ad market, controlling 21.5% of the market share. (OBEROLO)
  3. 14.6% of the market share for PPC ads is controlled by LinkedIn. (OBEROLO)
  4. 9.21% of Facebook ads convert, making it the highest converting platform available, although this does vary depending on industry (SERP watch)
  5. Google typically experiences 3.46% conversions. (SERP watch)
  6. $1.86 (£1.55) is the Average Cost per Click (CPC) for Facebook ads.
  7. The average CPC for Google Ads ranges from 48p for Google Ads Display Network up to £1.95 for Google Ads Search Network - average CPCs vary greatly across different industries because you may have to pay more for keywords in certain niches, hence why there is such a big difference between the 2 metrics here. (Vertical Leap)
  8. As far as what constitutes a good click-through rate, the average is around 1.91% for search ads and 0.35% for display ads.(Symphony)
  9. Average click-through rate (CTR) Facebook ads = 1.32% (Fit Small Business)
  10. Average click-through rate (CTR) Google Ads = 4.85% (Fit Small Business)
  11. As of January 2020, 663.3 million people can be targeted with LinkedIn ads (DataReportal)

It can be worthwhile running Google Ads and social media ads simultaneously, but if you have a limited marketing budget and need to be laser-focused, the following may help you understand how (at a high level) the two largest platforms compare. However, don’t forget that these metrics are an average across all industries so we’d recommend speaking with a PPC expert (feel free to contact us for a no obligation chat!) if you need some extra guidance.

A comparison graph showing Facebook Ads vs Google Ads costs, using the data mentioned in this article

Mobile PPC Stats

91% of people own mobile phones today (bankmycell) and therefore mobile ad metrics are very important; they are every marketer's key indicators of success. Here are 3 key statistics on Mobile PPC Stats:

  1. Over 50% of ad clicks happen on mobile devices. (Web FX)
  2. At least once a week 60% of mobile users click on an Ad. (Ranktracker)
  3. With over 50% of people clicking ads on mobile devices, 83% of these mobile users are annoyed by them and state they would like to filter them out. (Ranktracker)
  4. 33% of mobile ad spending goes to Google (creative marketing)

Keen to build a successful PPC campaign or improve your ad spend in 2023?

At our PPC agency near Oxford, we have worked with clients, helping them achieve a return on investment of 10:1 for direct campaigns and 18:1 for assisted campaigns. There are lots of things you can do - get in contact with us today at Beyond Your Brand.

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