With how much we’ve all come to rely on search engines to find all kinds of content, it’s no surprise that marketers need to understand the ins and outs of the search engine market. With that in mind, we’ve put together this cheat sheet of critical search engine marketing statistics you need to know in order to see growth over the coming year.
Let’s dive in with a few key search engine statistics before we take the plunge into the specifics of search engine marketing.
2025’s Essential Search Engine Marketing Statistics
Recent data indicates that search engine marketing (SEM) investment is projected to grow by an average of 8% annually as businesses recognize its potential in targeting and converting high-intent customers. Search personalization and regional targeting improvements make SEM even more appealing for local businesses looking to connect with their community.
A few noteworthy search engine marketing statistics include:
- Mobile traffic continues to outpace that from desktops, with almost 60% of web traffic now originating from mobile devices.
- Long-tail keywords (phrases with three or more words) are more cost-effective and have higher conversion rates.
- Marketers are adopting AI tools at a fast pace – over 80% of industry experts are using AI for their digital marketing strategy, particularly in the area of ad targeting
- Almost 53% of web traffic arrives through search engines through organic search.
- More than 2 trillion searches are processed through Google every year.
- Google’s 2024 ad revenue exceeded $264 billion US.
- 46% of all Google searches are for local results.
- Over 8.5 billion searches are conducted every day (source).
Now let’s dive into some more impactful statistics that can help drive your search engine marketing strategy.
1. Websites in the first position on a Google search get, on average, 75% more clicks than those in the second spot.
A first position hit has a CTR of over 27%. A website listed in the second position, in comparison, has a CTR of only 15.8%. And 75% of all Google users won’t look beyond the first page of results.
With this in mind, it’s no surprise that businesses try to rank as close to the top as possible. Just ranking on the first page isn’t enough – results from halfway down the page to the bottom have a click-through rate ranging from 2.4% to 5%.
2. Including video content is an excellent way to improve your site’s SEO.
Over 85% of marketers who use videos say it’s increased traffic to their site. Well-produced videos engage your audience, keeping them on your site and allowing them to share your content with others. Videos improve your site’s visibility to search engines, making it more likely they’ll display your page in a search, especially if you’re using a good keyword strategy.
Don’t forget that businesses need to optimize their metadata to stand out. When this is done well, it increases the likelihood of attracting relevant traffic, as users can quickly assess whether a page meets their needs based on the displayed meta title and description.
3. Internet users are more likely to click on a Google paid search ad than one on another search engine.
63% of internet users will click on a Google paid search ad – four times higher than on any other search engine! For reference, the corresponding rates for other sites are:
- Amazon: 15%
- YouTube: 9%
- Bing: 6%
It’s no wonder that Google is the most popular PPC platform currently available. This type of reach makes a significant impact on clicks and conversions.
4. Local Search Intent Is on the Rise
Searches containing terms like “near me” and “where to buy” have skyrocketed—growing over 200% in just two years. This surge highlights the growing importance of local SEO and location-based targeting in SEM campaigns.
Deciphering User Search Patterns and Their Impact on SEM
A solid search engine marketing strategy starts with understanding your audience’s search habits. As internet users become increasingly sophisticated, they exhibit distinct behaviours that marketers must understand and utilize.
Analyzing and adapting to these patterns can propel businesses forward, ensuring their SEM tactics resonate with their target demographics.
Let’s explore several areas where user search behaviours significantly influence SEM outcomes.
Search Engine Market Share
When assessing the search engine hierarchy, Google remains the titan with over 83% of the global search market. However, other players, like Microsoft’s Bing, hold a steady 10%, and Yahoo, with just under 3% (source). This shows the unique preferences of a specific subset of internet users. Niche and regional search engines comprise the remainder of the global market share.
To connect with your audience effectively, using SEM across multiple platforms is essential. While Google plays a major role, setting aside part of your budget for other search engines can help you reach niche audiences who prefer alternative options.
Mobile Search Trends
With mobile usage continuing to surge, it’s imperative to optimize campaigns for the ever-growing number of mobile users. Mobile search trends to consider in 2025 include:
- Mobile devices now account for over 60% of all online searches
- Local searches on a mobile device are 88% more likely to result in a call or visit to a business within 24 hours.
Click-Through Rates by Position
Click-through rates (CTR) are heavily influenced by where your site appears in search results. The top three Google Search results receive about 54% of the clicks. And less than 1% of searchers ever go past the first page of results. For small businesses, this makes ongoing SEM optimization essential for securing those high-ranking spots. (source)
Cost-Per-Click Across Industries
Cost-per-click (CPC) rates differ widely across sectors, depending on competition and customer value. In 2023, industries such as legal services and home improvement experienced some of the highest CPCs due to their high customer lifetime value, while retail remains competitive with moderate CPCs. Aligning your SEM budget with your industry’s CPC benchmarks is key to maximizing return on investment. (source)
Average Search Query Length
The length of search queries provides insights into user intent. When more words are used in a query, it implies the searcher is looking for more precise results. Focusing your strategy on long-tail keywords makes ranking easier and tends to have a higher click-through rate.
Keywords that are 10-15 words long get 1.76x more clicks than single-word queries.
Creating content on your website that answers questions with longer keywords and search queries is a great way to enhance your SEM strategy.
Voice Search Popularity
Voice search continues to ascend in popularity, with projections indicating that more than 75% of American households will own a smart speaker by 2025. This upward trend requires a shift in keyword strategy to include more conversational phrases that align with natural speech patterns.
Search Engine Marketing’s ROI
The return on investment (ROI) for search engine marketing can be impressive, especially with finely tuned strategies for specific audiences. Businesses often see an average of $2 returned for every $1 spent on Google Ads, emphasizing the potential of SEM when used with precision and creativity. For businesses looking to fully benefit from digital marketing, investing in SEM is essential.
Leveraging Search Engine Marketing Statistics for Growth
Using SEM statistics effectively can help predict trends, plan strategies, and ensure that your marketing budget fuels substantial growth. With the right approach to data analytics, SEM becomes a key element in your marketing, providing adaptability and scalability for long-term business success.
Search Engine Marketing Statistics and the Canadian Market
Understanding SEM within the Canadian context is vital.
For instance, recent data shows that 84% of Canadians use the internet through a mobile data plan, and 59% have made a purchase through a mobile device in the past year. This underscores the need for mobile-optimized SEM strategies.
Furthermore, localized content and geo-targeting remain essential for businesses, as Canadian consumers strongly prefer localized search results.
FAQ: About Search Engine Marketing Statistics
1. What’s the difference between SEM and SEO? Should I invest in both?
SEO (Search Engine Optimization) is focused on improving your website’s visibility in organic (unpaid) search results through content optimization, backlinks, and technical improvements.
SEM (Search Engine Marketing), on the other hand, typically refers to paid advertising on search engines like Google or Bing—commonly called pay-per-click (PPC) ads.
For most businesses, the best strategy includes both. SEO builds long-term authority and traffic, while SEM can drive immediate visibility and targeted leads. If you’re looking to scale quickly, SEM offers measurable results and greater control over your reach.
2. What is the ROI on Google Ads?
Return on investment (ROI) from Google Ads varies widely depending on your industry, keywords, targeting, and ad quality. That said, Google reports that businesses typically make $2 in revenue for every $1 spent. For high-performing campaigns with strong conversion funnels, the return can be even higher.
The key is ongoing optimization—monitoring results, adjusting bids, refining keyword targeting, and improving ad copy and landing pages. Working with an experienced SEM professional can also help you maximize your return.
3. Is SEM still worth it in 2025 with rising ad costs?
Yes—but with a more strategic approach. While ad costs have risen, so has the sophistication of SEM tools and targeting capabilities. Smart segmentation, better use of first-party data, and long-tail keyword strategies can help you stretch your budget and attract more qualified leads.
What’s changed in 2025 is the need for precision. Businesses that actively manage and optimize their campaigns are still seeing strong results, even in competitive markets.
4. What role does mobile search play in SEM success?
Mobile now accounts for more than half of all global search traffic—and it plays a major role in SEM performance. Mobile users tend to take action quickly, so campaigns that are optimized for mobile search often see higher click-through and conversion rates.
To succeed, your landing pages and ads need to load quickly, display well on small screens, and offer clear calls to action. Geo-targeting is also more effective with mobile, allowing you to reach users when they’re close to your business or ready to make a decision.
5. How can long-tail keywords improve my SEM campaigns?
Long-tail keywords—search phrases with three or more words—typically have lower competition and higher intent. For example, someone searching for “affordable basement waterproofing Toronto” is much closer to converting than someone searching for “contractors.”
Using long-tail keywords in your SEM campaigns can help you:
- Reduce your cost per click (CPC)
- Attract more qualified leads
- Improve your ad relevance score
- They’re especially useful for businesses in niche markets or competitive industries.
6. How is the Canadian SEM market different?
The Canadian SEM landscape has a few distinct characteristics:
- Bilingual markets: French-language search campaigns are essential in Québec and parts of Eastern Canada.
- Regional diversity: Consumer behaviour and search trends can vary significantly between provinces.
- Privacy regulations: Canada’s privacy laws may impact how data is collected and used in SEM targeting.
Canadian businesses should also consider using localized ad copy, pricing in CAD, and targeting Canadian search intent for better campaign performance.
7. What affects search engine marketing performance?
Several factors can influence how well your SEM campaigns perform, including:
- Economic conditions: In times of economic uncertainty, ad competition may increase as businesses fight for a smaller pool of spending.
- Consumer behaviour: Shifts in what people search for—or how they shop—can affect keyword performance.
- Industry-specific trends: For example, supply chain disruptions can impact which products or services are in demand.
- Geo-targeting and localization: Customizing your campaigns for local markets can improve results and reduce wasted spend.
- Google algorithm updates and ad policy changes: These can influence everything from keyword performance to ad approval.
Staying current and flexible with your strategy is key to navigating these changes.
Act on These Search Engine Marketing Statistics
Staying on top of the latest SEM statistics helps keep your marketing strategy sharp—and can give your business an edge when the economy is unpredictable.
If you’ve found these SEM stats to be eye-opening, consider engaging the services of a digital marketing agency. Their team can provide you with customized statistics and insights that align with the specific needs and circumstances of your business. This information can help you better see the future and make data-driven decisions for sustained growth.
Need assistance in improving your search engine marketing? Contact Asset Digital Communications today, and we can guide you toward success!
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