{
  "title": "PPC Statistics 2026: Cost per Click, CTR and Search Ad Spend",
  "url": "https://statisticsglobal.org/ppc-statistics/",
  "updated": "2026-10-30",
  "licence": "https://statisticsglobal.org/data-licence/",
  "attribution": "Source: [publisher] via StatisticsGlobal (https://statisticsglobal.org/ppc-statistics/)",
  "statistics": [
    {
      "id": "ppc-ws-cpc-avg",
      "sentence": "Search ads cost a median $5.42 per click across US industries in 2026, according to WordStream by LocaliQ.",
      "value": 5.42,
      "unit": " USD",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpc-avg"
    },
    {
      "id": "ppc-ws-ctr-avg",
      "sentence": "Search ads had a median click-through rate of 6.64% across US industries in 2026, according to WordStream by LocaliQ.",
      "value": 6.64,
      "unit": "%",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-ctr-avg"
    },
    {
      "id": "ppc-goog-search-q3-2026",
      "sentence": "Google Search & other revenue was $63.35 billion in the third quarter of 2026, according to Alphabet.",
      "value": 63.35,
      "unit": " billion USD",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Alphabet Announces Third Quarter 2026 Results (Form 8-K, Exhibit 99.1)",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000080/googexhibit991q32026.htm",
      "source_published": "28 October 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029215115/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000080/googexhibit991q32026.htm",
      "sample": "Quarterly earnings release filed with the US SEC. \"Google Search & other\" covers Google search properties, search distribution partners and other Google owned and operated properties such as Gmail, Maps and Play.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-search-q3-2026"
    },
    {
      "id": "ppc-calc-clicks-vs-cpc-h1-2026",
      "sentence": "Google paid click growth was 3.25 times cost-per-click growth in the first half of 2026, calculated by StatisticsGlobal from Alphabet data.",
      "value": 3.25,
      "unit": "x",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "source_published": "23 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029215032/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "Paid clicks +13% / cost-per-click +4%, six months to 30 June 2026 vs same period of 2025 = 3.25.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-clicks-vs-cpc-h1-2026"
    },
    {
      "id": "ppc-us-search-2025",
      "sentence": "US search ad revenue reached $114.2 billion in 2025, according to IAB and PwC.",
      "value": 114.2,
      "unit": " billion USD",
      "place": "United States",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "IAB and PwC",
      "source_title": "Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025)",
      "source_url": "https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/",
      "source_published": "16 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20260911161338/https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/",
      "sample": "Revenue reported to PwC by companies selling online advertising in the US, plus public company data. PwC does not audit the figures. Search includes AI search.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-us-search-2025"
    },
    {
      "id": "ppc-ws-cpc-legal",
      "sentence": "Attorneys and legal services had the highest search ad cost per click, $9.87, in 2026, according to WordStream by LocaliQ.",
      "value": 9.87,
      "unit": " USD",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpc-legal"
    },
    {
      "id": "ppc-ws-cpc-home",
      "sentence": "Home and home improvement search ads cost $8.33 per click in 2026, according to WordStream by LocaliQ.",
      "value": 8.33,
      "unit": " USD",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpc-home"
    },
    {
      "id": "ppc-ws-cpc-dental",
      "sentence": "Dentists and dental services search ads cost $8.00 per click in 2026, according to WordStream by LocaliQ.",
      "value": 8,
      "unit": " USD",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpc-dental"
    },
    {
      "id": "ppc-ws-cpc-arts",
      "sentence": "Arts and entertainment had the lowest search ad cost per click, $1.63, in 2026, according to WordStream by LocaliQ.",
      "value": 1.63,
      "unit": " USD",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpc-arts"
    },
    {
      "id": "ppc-calc-cpc-spread",
      "sentence": "Legal search ads cost 6.1 times as much per click as arts and entertainment ads in 2026, calculated by StatisticsGlobal from WordStream by LocaliQ data.",
      "value": 6.1,
      "unit": "x",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "$9.87 (attorneys and legal services) / $1.63 (arts and entertainment) median cost per click = 6.06, rounded to 6.1.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-cpc-spread"
    },
    {
      "id": "ppc-calc-cpc-over-5",
      "sentence": "8 of 23 US industries had a median search ad cost per click above $5 in 2026, calculated by StatisticsGlobal from WordStream by LocaliQ data.",
      "value": 8,
      "unit": "",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "Count of the 23 industry median CPCs above $5.00: legal $9.87, home $8.33, dental $8.00, personal services $7.17, health and fitness $6.17, business services $5.87, industrial $5.87, career $5.81.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-cpc-over-5"
    },
    {
      "id": "ppc-calc-cpc-median-industry",
      "sentence": "The middle US industry paid $4.44 per search ad click in 2026, calculated by StatisticsGlobal from WordStream by LocaliQ data.",
      "value": 4.44,
      "unit": " USD",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "Median of the 23 industry median CPCs published by WordStream (ranked from $1.63 to $9.87); the 12th value is apparel, fashion and jewellery at $4.44.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-cpc-median-industry"
    },
    {
      "id": "ppc-ws-cpc-realestate-yoy",
      "sentence": "Real estate search ad cost per click rose 27.27% year on year in 2026, the largest rise of any industry, according to WordStream by LocaliQ.",
      "value": 27.27,
      "unit": "%",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpc-realestate-yoy"
    },
    {
      "id": "ppc-ws-cpc-education-yoy",
      "sentence": "Education and instruction search ad cost per click fell 22.79% year on year in 2026, the largest fall, according to WordStream by LocaliQ.",
      "value": -22.79,
      "unit": "%",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpc-education-yoy"
    },
    {
      "id": "ppc-ws-ctr-arts",
      "sentence": "Arts and entertainment search ads had the highest click-through rate, 12.75%, in 2026, according to WordStream by LocaliQ.",
      "value": 12.75,
      "unit": "%",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-ctr-arts"
    },
    {
      "id": "ppc-ws-ctr-auto-repair",
      "sentence": "Automotive repair, service and parts search ads had the lowest click-through rate, 5.56%, in 2026, according to WordStream by LocaliQ.",
      "value": 5.56,
      "unit": "%",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-ctr-auto-repair"
    },
    {
      "id": "ppc-ws-cvr-avg",
      "sentence": "Search ads had a median conversion rate of 8.18% across US industries in 2026, according to WordStream by LocaliQ.",
      "value": 8.18,
      "unit": "%",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cvr-avg"
    },
    {
      "id": "ppc-ws-cvr-pets",
      "sentence": "Animals and pets search ads had the highest conversion rate, 16.22%, in 2026, according to WordStream by LocaliQ.",
      "value": 16.22,
      "unit": "%",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cvr-pets"
    },
    {
      "id": "ppc-ws-cvr-finance",
      "sentence": "Finance and insurance search ads had the lowest conversion rate, 2.64%, in 2026, according to WordStream by LocaliQ.",
      "value": 2.64,
      "unit": "%",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cvr-finance"
    },
    {
      "id": "ppc-ws-cpl-avg",
      "sentence": "Search ads had a median cost per lead of $66.69 across US industries in 2026, according to WordStream by LocaliQ.",
      "value": 66.69,
      "unit": " USD",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpl-avg"
    },
    {
      "id": "ppc-ws-cpl-legal",
      "sentence": "Attorneys and legal services had the highest search ad cost per lead, $131.63, in 2026, according to WordStream by LocaliQ.",
      "value": 131.63,
      "unit": " USD",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpl-legal"
    },
    {
      "id": "ppc-ws-cpl-arts",
      "sentence": "Arts and entertainment had the lowest search ad cost per lead, $26.84, in 2026, according to WordStream by LocaliQ.",
      "value": 26.84,
      "unit": " USD",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpl-arts"
    },
    {
      "id": "ppc-calc-cpl-spread",
      "sentence": "Legal search ads cost 4.9 times as much per lead as arts and entertainment ads in 2026, calculated by StatisticsGlobal from WordStream by LocaliQ data.",
      "value": 4.9,
      "unit": "x",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "$131.63 (attorneys and legal services) / $26.84 (arts and entertainment) median cost per lead = 4.90.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-cpl-spread"
    },
    {
      "id": "ppc-ws-cpl-travel-yoy",
      "sentence": "Travel search ad cost per lead fell 39.35% year on year in 2026, the largest fall of any industry, according to WordStream by LocaliQ.",
      "value": -39.35,
      "unit": "%",
      "place": "United States (Google Ads and Microsoft Ads)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "WordStream by LocaliQ",
      "source_title": "2026 Google Ads Benchmarks",
      "source_url": "https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "source_published": "2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261014124817/https://www.wordstream.com/blog/2026-google-ads-benchmarks",
      "sample": "13,474 US-based search advertising campaigns run by WordStream and LocaliQ clients, 1 April 2025 to 31 March 2026. Each subcategory has at least 52 active campaigns. \"Averages\" are medians.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-ws-cpl-travel-yoy"
    },
    {
      "id": "ppc-goog-search-growth-q3-2026",
      "sentence": "Google Search & other revenue grew 12% year on year in the third quarter of 2026, according to Alphabet.",
      "value": 12,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Alphabet Announces Third Quarter 2026 Results (Form 8-K, Exhibit 99.1)",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000080/googexhibit991q32026.htm",
      "source_published": "28 October 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029215115/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000080/googexhibit991q32026.htm",
      "sample": "Quarterly earnings release filed with the US SEC. \"Google Search & other\" covers Google search properties, search distribution partners and other Google owned and operated properties such as Gmail, Maps and Play.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-search-growth-q3-2026"
    },
    {
      "id": "ppc-calc-search-share-q3-2026",
      "sentence": "Search & other made up 77.2% of Google advertising revenue in the third quarter of 2026, calculated by StatisticsGlobal from Alphabet data.",
      "value": 77.2,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Alphabet",
      "source_title": "Alphabet Announces Third Quarter 2026 Results (Form 8-K, Exhibit 99.1)",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000080/googexhibit991q32026.htm",
      "source_published": "28 October 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029215115/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000080/googexhibit991q32026.htm",
      "sample": "Quarterly earnings release filed with the US SEC. \"Google Search & other\" covers Google search properties, search distribution partners and other Google owned and operated properties such as Gmail, Maps and Play.",
      "method": "Google Search & other revenue $63,350 million / Google advertising revenue $82,012 million, quarter ended 30 September 2026 = 77.2%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-search-share-q3-2026"
    },
    {
      "id": "ppc-goog-search-2025",
      "sentence": "Google Search & other revenue was $224.53 billion in 2025, up from $198.08 billion in 2024, according to Alphabet.",
      "value": 224.53,
      "unit": " billion USD",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-K for the fiscal year ended December 31, 2025",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "source_published": "5 February 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261018025945/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "sample": "Annual report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-search-2025"
    },
    {
      "id": "ppc-calc-search-growth-2025",
      "sentence": "Google Search & other revenue grew 13.4% in 2025, calculated by StatisticsGlobal from Alphabet data.",
      "value": 13.4,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Alphabet",
      "source_title": "Form 10-K for the fiscal year ended December 31, 2025",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "source_published": "5 February 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261018025945/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "sample": "Annual report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "$224,532 million (2025) / $198,084 million (2024) - 1 = 13.35%, rounded to 13.4%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-search-growth-2025"
    },
    {
      "id": "ppc-calc-search-growth-h1-2026",
      "sentence": "Google Search & other revenue grew 17.9% in the first half of 2026, calculated by StatisticsGlobal from Alphabet data.",
      "value": 17.9,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "source_published": "23 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029215032/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "$123,670 million (six months to 30 June 2026) / $104,892 million (six months to 30 June 2025) - 1 = 17.9%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-search-growth-h1-2026"
    },
    {
      "id": "ppc-calc-search-growth-q2-2026",
      "sentence": "Google Search & other revenue grew 16.8% year on year in the second quarter of 2026, calculated by StatisticsGlobal from Alphabet data.",
      "value": 16.8,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "source_published": "23 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029215032/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "$63,271 million (Q2 2026) / $54,190 million (Q2 2025) - 1 = 16.76%, rounded to 16.8%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-search-growth-q2-2026"
    },
    {
      "id": "ppc-calc-search-growth-q1-2026",
      "sentence": "Google Search & other revenue grew 19.1% year on year in the first quarter of 2026, calculated by StatisticsGlobal from Alphabet data.",
      "value": 19.1,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended March 31, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000048/goog-20260331.htm",
      "source_published": "30 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261013173312/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000048/goog-20260331.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "$60,399 million (Q1 2026) / $50,702 million (Q1 2025) - 1 = 19.13%, rounded to 19.1%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-search-growth-q1-2026"
    },
    {
      "id": "ppc-calc-search-growth-q3-2025",
      "sentence": "Google Search & other revenue grew 14.5% year on year in the third quarter of 2025, calculated by StatisticsGlobal from Alphabet data.",
      "value": 14.5,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended September 30, 2025",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204425000091/goog-20250930.htm",
      "source_published": "30 October 2025, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261001144620/https://www.sec.gov/Archives/edgar/data/1652044/000165204425000091/goog-20250930.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "$56,567 million (Q3 2025) / $49,385 million (Q3 2024) - 1 = 14.54%, rounded to 14.5%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-search-growth-q3-2025"
    },
    {
      "id": "ppc-goog-clicks-2024",
      "sentence": "Google paid clicks rose 5% in 2024, according to Alphabet.",
      "value": 5,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2024",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-K for the fiscal year ended December 31, 2024",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204425000014/goog-20241231.htm",
      "source_published": "5 February 2025, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261020131756/https://www.sec.gov/Archives/edgar/data/1652044/000165204425000014/goog-20241231.htm",
      "sample": "Annual report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-clicks-2024"
    },
    {
      "id": "ppc-goog-cpc-2024",
      "sentence": "Google cost-per-click rose 7% in 2024, according to Alphabet.",
      "value": 7,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2024",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-K for the fiscal year ended December 31, 2024",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204425000014/goog-20241231.htm",
      "source_published": "5 February 2025, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261020131756/https://www.sec.gov/Archives/edgar/data/1652044/000165204425000014/goog-20241231.htm",
      "sample": "Annual report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-cpc-2024"
    },
    {
      "id": "ppc-goog-clicks-2025",
      "sentence": "Google paid clicks rose 6% in 2025, according to Alphabet.",
      "value": 6,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-K for the fiscal year ended December 31, 2025",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "source_published": "5 February 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261018025945/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "sample": "Annual report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-clicks-2025"
    },
    {
      "id": "ppc-goog-cpc-2025",
      "sentence": "Google cost-per-click rose 7% in 2025, according to Alphabet.",
      "value": 7,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-K for the fiscal year ended December 31, 2025",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "source_published": "5 February 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261018025945/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "sample": "Annual report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-cpc-2025"
    },
    {
      "id": "ppc-calc-cpc-2yr",
      "sentence": "Google cost-per-click rose about 14.5% over 2024 and 2025 combined, calculated by StatisticsGlobal from Alphabet data.",
      "value": 14.5,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Alphabet",
      "source_title": "Form 10-K for the fiscal year ended December 31, 2025",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "source_published": "5 February 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261018025945/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "sample": "Annual report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "Compounded annual changes: 1.07 (2024) x 1.07 (2025) = 1.1449, a rise of about 14.5%. Alphabet rounds each annual change to whole per cent.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-cpc-2yr"
    },
    {
      "id": "ppc-calc-implied-2025",
      "sentence": "Paid click and cost-per-click changes imply 13.4% Google Search revenue growth in 2025, matching reported growth, calculated by StatisticsGlobal from Alphabet data.",
      "value": 13.4,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Alphabet",
      "source_title": "Form 10-K for the fiscal year ended December 31, 2025",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "source_published": "5 February 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261018025945/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000018/goog-20251231.htm",
      "sample": "Annual report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "1.06 (paid clicks) x 1.07 (cost-per-click) = 1.1342, implied growth 13.4%. Reported Search & other revenue growth: $224,532m / $198,084m - 1 = 13.35%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-implied-2025"
    },
    {
      "id": "ppc-goog-clicks-q3-2025",
      "sentence": "Google paid clicks rose 7% year on year in the third quarter of 2025, according to Alphabet.",
      "value": 7,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended September 30, 2025",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204425000091/goog-20250930.htm",
      "source_published": "30 October 2025, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261001144620/https://www.sec.gov/Archives/edgar/data/1652044/000165204425000091/goog-20250930.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-clicks-q3-2025"
    },
    {
      "id": "ppc-goog-cpc-q3-2025",
      "sentence": "Google cost-per-click rose 7% year on year in the third quarter of 2025, according to Alphabet.",
      "value": 7,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended September 30, 2025",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204425000091/goog-20250930.htm",
      "source_published": "30 October 2025, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261001144620/https://www.sec.gov/Archives/edgar/data/1652044/000165204425000091/goog-20250930.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-cpc-q3-2025"
    },
    {
      "id": "ppc-goog-clicks-q1-2026",
      "sentence": "Google paid clicks rose 13% year on year in the first quarter of 2026, according to Alphabet.",
      "value": 13,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended March 31, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000048/goog-20260331.htm",
      "source_published": "30 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261013173312/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000048/goog-20260331.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-clicks-q1-2026"
    },
    {
      "id": "ppc-goog-cpc-q1-2026",
      "sentence": "Google cost-per-click rose 5% year on year in the first quarter of 2026, according to Alphabet.",
      "value": 5,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended March 31, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000048/goog-20260331.htm",
      "source_published": "30 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261013173312/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000048/goog-20260331.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-cpc-q1-2026"
    },
    {
      "id": "ppc-goog-clicks-q2-2026",
      "sentence": "Google paid clicks rose 13% year on year in the second quarter of 2026, according to Alphabet.",
      "value": 13,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "source_published": "23 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029215032/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-clicks-q2-2026"
    },
    {
      "id": "ppc-goog-cpc-q2-2026",
      "sentence": "Google cost-per-click rose 3% year on year in the second quarter of 2026, according to Alphabet.",
      "value": 3,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "source_published": "23 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029215032/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-cpc-q2-2026"
    },
    {
      "id": "ppc-goog-network-impr-q2-2026",
      "sentence": "Google Network ad impressions fell 12% year on year in the second quarter of 2026, according to Alphabet.",
      "value": -12,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Alphabet",
      "source_title": "Form 10-Q for the quarter ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "source_published": "23 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029215032/https://www.sec.gov/Archives/edgar/data/1652044/000165204426000071/goog-20260630.htm",
      "sample": "Quarterly report filed with the US SEC. Paid clicks and cost-per-click cover Google Search & other properties. Alphabet discloses only percentage changes, not click counts or prices.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-goog-network-impr-q2-2026"
    },
    {
      "id": "ppc-us-search-growth-2025",
      "sentence": "US search ad revenue grew 11% in 2025, down from 15.9% growth in 2024, according to IAB and PwC.",
      "value": 11,
      "unit": "%",
      "place": "United States",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "IAB and PwC",
      "source_title": "Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025)",
      "source_url": "https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/",
      "source_published": "16 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20260911161338/https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/",
      "sample": "Revenue reported to PwC by companies selling online advertising in the US, plus public company data. PwC does not audit the figures. Search includes AI search.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-us-search-growth-2025"
    },
    {
      "id": "ppc-calc-us-search-share-2025",
      "sentence": "Search took 38.8% of US internet ad revenue in 2025, calculated by StatisticsGlobal from IAB and PwC data.",
      "value": 38.8,
      "unit": "%",
      "place": "United States",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "IAB and PwC",
      "source_title": "Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (IAB/PwC Internet Advertising Revenue Report: Full Year 2025)",
      "source_url": "https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/",
      "source_published": "16 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20260911161338/https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/",
      "sample": "Revenue reported to PwC by companies selling online advertising in the US, plus public company data. PwC does not audit the figures. Search includes AI search.",
      "method": "$114.2 billion search revenue / $294.6 billion total internet ad revenue, 2025 = 38.76%, rounded to 38.8%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-us-search-share-2025"
    },
    {
      "id": "ppc-uk-search-2025",
      "sentence": "UK search advertising investment was £17.88 billion in 2025, according to the Advertising Association and WARC.",
      "value": 17.88,
      "unit": " billion GBP",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report to capture evolving UK media landscape and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "UK advertising investment in media space, drawn from a survey of media owners and the industry bodies that represent them. Nominal pounds.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-uk-search-2025"
    },
    {
      "id": "ppc-uk-search-growth-2025",
      "sentence": "UK search advertising investment grew 5.8% in 2025, according to the Advertising Association and WARC.",
      "value": 5.8,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report to capture evolving UK media landscape and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "UK advertising investment in media space, drawn from a survey of media owners and the industry bodies that represent them. Nominal pounds.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-uk-search-growth-2025"
    },
    {
      "id": "ppc-uk-search-share-2025",
      "sentence": "Search took 38.3% of UK advertising investment in 2025, the largest share of any channel, according to the Advertising Association and WARC.",
      "value": 38.3,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report to capture evolving UK media landscape and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "UK advertising investment in media space, drawn from a survey of media owners and the industry bodies that represent them. Nominal pounds.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-uk-search-share-2025"
    },
    {
      "id": "ppc-uk-search-fc-2026",
      "sentence": "UK search advertising investment was forecast to grow 7.3% in 2026, according to the Advertising Association and WARC in April 2026.",
      "value": 7.3,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report to capture evolving UK media landscape and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "UK advertising investment in media space, drawn from a survey of media owners and the industry bodies that represent them. Nominal pounds.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-uk-search-fc-2026"
    },
    {
      "id": "ppc-calc-uk-search-2026",
      "sentence": "UK search advertising investment would reach about £19.18 billion in 2026 on the April forecast, calculated by StatisticsGlobal from Advertising Association and WARC data.",
      "value": 19.18,
      "unit": " billion GBP",
      "place": "United Kingdom",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report to capture evolving UK media landscape and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "UK advertising investment in media space, drawn from a survey of media owners and the industry bodies that represent them. Nominal pounds.",
      "method": "£17,876.1 million (2025) x 1.073 (forecast 2026 growth) = £19,181 million.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-uk-search-2026"
    },
    {
      "id": "ppc-calc-uk-us-share-gap",
      "sentence": "Search took a similar share of ad spend in the UK (38.3%) and the US (38.8%) in 2025, calculated by StatisticsGlobal from AA/WARC and IAB/PwC data.",
      "value": 0.5,
      "unit": " percentage points",
      "place": "United Kingdom and United States",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report to capture evolving UK media landscape and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "UK advertising investment in media space, drawn from a survey of media owners and the industry bodies that represent them. Nominal pounds.",
      "method": "US share $114.2bn / $294.6bn = 38.8% (IAB/PwC, internet advertising only). UK share 38.3% (AA/WARC, all media). Gap 0.5 points. Scopes differ: the UK base includes offline media.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-uk-us-share-gap"
    },
    {
      "id": "ppc-msft-search-fy2026",
      "sentence": "Microsoft search advertising revenue was $15.18 billion in fiscal year 2026, according to Microsoft.",
      "value": 15.18,
      "unit": " billion USD",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Microsoft",
      "source_title": "Form 10-K for the fiscal year ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/789019/000119312526323660/msft-20260630.htm",
      "source_published": "29 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029041105/https://www.sec.gov/Archives/edgar/data/789019/000119312526323660/msft-20260630.htm",
      "sample": "Annual report filed with the US SEC. Search advertising comprises Bing, Copilot, Microsoft News, Microsoft Edge and third-party affiliates. Fiscal year ends 30 June.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-msft-search-fy2026"
    },
    {
      "id": "ppc-msft-search-growth-fy2026",
      "sentence": "Microsoft search advertising revenue grew 9% in fiscal year 2026, according to Microsoft.",
      "value": 9,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Microsoft",
      "source_title": "Form 10-K for the fiscal year ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/789019/000119312526323660/msft-20260630.htm",
      "source_published": "29 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029041105/https://www.sec.gov/Archives/edgar/data/789019/000119312526323660/msft-20260630.htm",
      "sample": "Annual report filed with the US SEC. Search advertising comprises Bing, Copilot, Microsoft News, Microsoft Edge and third-party affiliates. Fiscal year ends 30 June.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-msft-search-growth-fy2026"
    },
    {
      "id": "ppc-msft-extac-fy2026",
      "sentence": "Microsoft search advertising revenue excluding traffic acquisition costs grew 12% in fiscal year 2026, according to Microsoft.",
      "value": 12,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Filing",
      "publisher": "Microsoft",
      "source_title": "Form 10-K for the fiscal year ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/789019/000119312526323660/msft-20260630.htm",
      "source_published": "29 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029041105/https://www.sec.gov/Archives/edgar/data/789019/000119312526323660/msft-20260630.htm",
      "sample": "Annual report filed with the US SEC. Search advertising comprises Bing, Copilot, Microsoft News, Microsoft Edge and third-party affiliates. Fiscal year ends 30 June.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-msft-extac-fy2026"
    },
    {
      "id": "ppc-calc-msft-2yr",
      "sentence": "Microsoft search advertising revenue grew 23.3% over the two fiscal years to 2026, calculated by StatisticsGlobal from Microsoft data.",
      "value": 23.3,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Microsoft",
      "source_title": "Form 10-K for the fiscal year ended June 30, 2026",
      "source_url": "https://www.sec.gov/Archives/edgar/data/789019/000119312526323660/msft-20260630.htm",
      "source_published": "29 July 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261029041105/https://www.sec.gov/Archives/edgar/data/789019/000119312526323660/msft-20260630.htm",
      "sample": "Annual report filed with the US SEC. Search advertising comprises Bing, Copilot, Microsoft News, Microsoft Edge and third-party affiliates. Fiscal year ends 30 June.",
      "method": "$15,176 million (fiscal year to 30 June 2026) / $12,306 million (fiscal year to 30 June 2024) - 1 = 23.3%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-msft-2yr"
    },
    {
      "id": "ppc-seer-paid-noaio-feb26",
      "sentence": "Paid search ads had a 21.85% click-through rate on Google queries without an AI Overview in February 2026, according to Seer Interactive.",
      "value": 21.85,
      "unit": "%",
      "place": "Google (Seer Interactive clients)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "Seer Interactive",
      "source_title": "AIO Impact on Google CTR: 2026 Update",
      "source_url": "https://seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "source_published": "24 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261022051639/https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "sample": "53 client brands, 5.47 million tracked queries, 2.43 billion organic and 296.9 million paid impressions, January 2025 to February 2026. CTR = total clicks / total impressions.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-seer-paid-noaio-feb26"
    },
    {
      "id": "ppc-seer-paid-aio-feb26",
      "sentence": "Paid search ads had a 16.21% click-through rate on Google queries with an AI Overview in February 2026, according to Seer Interactive.",
      "value": 16.21,
      "unit": "%",
      "place": "Google (Seer Interactive clients)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "Seer Interactive",
      "source_title": "AIO Impact on Google CTR: 2026 Update",
      "source_url": "https://seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "source_published": "24 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261022051639/https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "sample": "53 client brands, 5.47 million tracked queries, 2.43 billion organic and 296.9 million paid impressions, January 2025 to February 2026. CTR = total clicks / total impressions.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-seer-paid-aio-feb26"
    },
    {
      "id": "ppc-calc-paid-aio-gap-feb26",
      "sentence": "Paid click-through rate was 26% lower on Google queries with an AI Overview in February 2026, calculated by StatisticsGlobal from Seer Interactive data.",
      "value": 26,
      "unit": "%",
      "place": "Google (Seer Interactive clients)",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Seer Interactive",
      "source_title": "AIO Impact on Google CTR: 2026 Update",
      "source_url": "https://seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "source_published": "24 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261022051639/https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "sample": "53 client brands, 5.47 million tracked queries, 2.43 billion organic and 296.9 million paid impressions, January 2025 to February 2026. CTR = total clicks / total impressions.",
      "method": "1 - (16.21% paid CTR with AI Overview / 21.85% without) = 25.8%, rounded to 26%.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-paid-aio-gap-feb26"
    },
    {
      "id": "ppc-seer-organic-noaio-feb26",
      "sentence": "Organic results had a 3.82% click-through rate on Google queries without an AI Overview in February 2026, according to Seer Interactive.",
      "value": 3.82,
      "unit": "%",
      "place": "Google (Seer Interactive clients)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "Seer Interactive",
      "source_title": "AIO Impact on Google CTR: 2026 Update",
      "source_url": "https://seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "source_published": "24 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261022051639/https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "sample": "53 client brands, 5.47 million tracked queries, 2.43 billion organic and 296.9 million paid impressions, January 2025 to February 2026. CTR = total clicks / total impressions.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-seer-organic-noaio-feb26"
    },
    {
      "id": "ppc-seer-organic-aio-feb26",
      "sentence": "Organic results had a 2.36% click-through rate on Google queries with an AI Overview in February 2026, according to Seer Interactive.",
      "value": 2.36,
      "unit": "%",
      "place": "Google (Seer Interactive clients)",
      "data_year": "2026",
      "source_type": "Vendor report",
      "publisher": "Seer Interactive",
      "source_title": "AIO Impact on Google CTR: 2026 Update",
      "source_url": "https://seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "source_published": "24 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261022051639/https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "sample": "53 client brands, 5.47 million tracked queries, 2.43 billion organic and 296.9 million paid impressions, January 2025 to February 2026. CTR = total clicks / total impressions.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-seer-organic-aio-feb26"
    },
    {
      "id": "ppc-calc-paid-vs-organic-feb26",
      "sentence": "Paid ads drew 5.7 times the organic click-through rate on Google queries without an AI Overview in February 2026, calculated by StatisticsGlobal from Seer Interactive data.",
      "value": 5.7,
      "unit": "x",
      "place": "Google (Seer Interactive clients)",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Seer Interactive",
      "source_title": "AIO Impact on Google CTR: 2026 Update",
      "source_url": "https://seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "source_published": "24 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261022051639/https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "sample": "53 client brands, 5.47 million tracked queries, 2.43 billion organic and 296.9 million paid impressions, January 2025 to February 2026. CTR = total clicks / total impressions.",
      "method": "21.85% paid CTR / 3.82% organic CTR, queries without an AI Overview, February 2026 = 5.72.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-paid-vs-organic-feb26"
    },
    {
      "id": "ppc-calc-paid-aio-yoy",
      "sentence": "Paid click-through rate on Google queries with an AI Overview rose 2.87 points between February 2025 and February 2026, calculated by StatisticsGlobal from Seer Interactive data.",
      "value": 2.87,
      "unit": " percentage points",
      "place": "Google (Seer Interactive clients)",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Seer Interactive",
      "source_title": "AIO Impact on Google CTR: 2026 Update",
      "source_url": "https://seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "source_published": "24 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261022051639/https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "sample": "53 client brands, 5.47 million tracked queries, 2.43 billion organic and 296.9 million paid impressions, January 2025 to February 2026. CTR = total clicks / total impressions.",
      "method": "16.21% (February 2026) - 13.34% (February 2025), paid CTR on queries where an AI Overview was shown.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-paid-aio-yoy"
    },
    {
      "id": "ppc-seer-cited-paid-dec25",
      "sentence": "Brands cited in an AI Overview had a 17.43% paid click-through rate in December 2025, against 10.42% for brands not cited, according to Seer Interactive.",
      "value": 17.43,
      "unit": "%",
      "place": "Google (Seer Interactive clients)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "Seer Interactive",
      "source_title": "AIO Impact on Google CTR: 2026 Update",
      "source_url": "https://seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "source_published": "24 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261022051639/https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "sample": "53 client brands, 5.47 million tracked queries, 2.43 billion organic and 296.9 million paid impressions, January 2025 to February 2026. CTR = total clicks / total impressions.",
      "method": "",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-seer-cited-paid-dec25"
    },
    {
      "id": "ppc-calc-cited-advantage-dec25",
      "sentence": "Brands cited in an AI Overview had a 67% higher paid click-through rate than uncited brands in December 2025, calculated by StatisticsGlobal from Seer Interactive data.",
      "value": 67,
      "unit": "%",
      "place": "Google (Seer Interactive clients)",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Seer Interactive",
      "source_title": "AIO Impact on Google CTR: 2026 Update",
      "source_url": "https://seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "source_published": "24 April 2026, accessed 30 October 2026",
      "archive_url": "http://web.archive.org/web/20261022051639/https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update",
      "sample": "53 client brands, 5.47 million tracked queries, 2.43 billion organic and 296.9 million paid impressions, January 2025 to February 2026. CTR = total clicks / total impressions.",
      "method": "17.43% (brand cited) / 10.42% (brand not cited) - 1 = 67.3%, paid CTR on AI Overview queries, December 2025.",
      "verified_on": "2026-10-30",
      "url": "https://statisticsglobal.org/ppc-statistics/#stat-ppc-calc-cited-advantage-dec25"
    }
  ]
}