Organic Search Vs Paid Search (40+ Statistics)
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One of the most common ways people find businesses online is through search engines. And when you scroll through search results, you will find two different types: organic search results and paid search results.
Organic search and paid search are two distinct but valuable approaches for businesses wanting to be found online. Since numbers are one of the most powerful ways to tell a story, that’s exactly what we’re doing in this article. So, keep reading to get 40+ stats on organic and paid search!
Top 10 organic and paid search statistics
68% of online experiences begin with a search engine (paid or organic).
The average ROI for search engine marketing is 250%.
Google’s top 5 organic search results get about 67.6% of all clicks.
Organic social media gets just 1/11 as much traffic as organic search.
49% of marketers report that organic search has the best ROI of any marketing channel.
Organic social media gets just 1/3 as much traffic as paid search.
40% of U.S. ad revenue is generated from search.
The average conversion rate for Google ads is 6.96%.
94% of users skip over paid search ads.
8.3 billion Google searches are done every day.
Organic search vs. paid search
So, what’s organic search and paid search? Let’s start with organic. Organic search refers to the natural, unpaid search engine results that appear based on their relevance to a user's search query. When users type keywords into search engines like Google, the search engine's algorithms analyze countless web pages to determine which ones should rank highest. These results are ranked according to various factors including content quality, website authority, relevance to the search terms, user experience, and more.
Paid search, on the other hand, involves paying search engines to display your website in sponsored positions, typically at the top or bottom of search results pages. Advertisers bid on specific keywords relevant to their business and create ads that appear when users search for those terms. Unlike organic search, paid search provides immediate visibility but requires ongoing investment, as advertisers pay each time a user clicks on their ad. So, while paid search can drive quick traffic and conversions, the visibility stops when the advertising budget runs out.
General search stats
Google takes up 91.54% of the global search engine market share. (Source: Statcounter)
Google dominates the global search engine market with an overwhelming 91.54% share of it, leaving other search engines far behind. This stat highlights Google’s unparalleled influence in driving web traffic and shaping online experiences and shows the need for strong SEO and Google-focused marketing strategies.
Bing takes up 2.4% of the global search engine market share, taking second place after Google. (Source: Statcounter)
With a modest 2.4% of the global search engine market, Bing secures second place behind Google. While it pales in comparison to Google’s dominance, Bing still holds value, particularly for niche audiences and regions. For marketers, this stat is a reminder to consider Bing as part of a diversified strategy, especially for specific demographics or industries where it performs better.
68% of online experiences begin with a search engine (paid or organic). (Source: BrightEdge)
Search engines are the starting point for 68% of all online experiences, whether they see paid search results and organic results. This stat emphasizes the importance of search engines in influencing user journeys. Whether users are exploring options, researching products, or seeking answers, search engines play a role.
8.3 billion Google searches are done every day. (Source: Exploding Topics)
Google processes an astounding 8.3 billion searches daily, reflecting its central role in how people access information. And this volume highlights the immense opportunity for businesses to connect with users. Each search is a chance to deliver value, making it important for brands to appear in relevant search results with high-quality, optimized content.
51% of shoppers say they use Google to research an item they plan to purchase online. (Source: Think With Google)
Google serves as the go-to research tool for 51% of online shoppers looking to buy products. This stat shows the importance of being discoverable during a buyer's decision-making process. Businesses can boost visibility by investing in SEO and delivering content that addresses common questions or concerns, making Google a powerful channel for influencing purchasing decisions.
More than 50% of shoppers say they use Google to find a new brand. (Source: Think With Google)
Over half of shoppers turn to Google to discover new brands, proving its role as a critical discovery tool. This stat highlights the power of search visibility in expanding brand awareness. Businesses looking to attract new audiences should focus on creating content that ranks for relevant keywords, ensuring their brand appears where potential customers are actively searching.
The U.S. accounts for 19.4% of all Google traffic. (Source: Exploding Topics)
Almost 20% of Google’s global traffic comes from the United States, demonstrating its significant presence in the American market. This stat also reveals the immense opportunity for businesses targeting U.S. audiences.
B2B companies generate twice as much revenue from Google search than any other marketing channel. (Source: BrightEdge)
Google search drives double the revenue for B2B companies compared to any other channel. For B2B marketers, this stat shows the importance of a strong SEO strategy. Investing in search visibility can deliver significant results, making Google an indispensable tool for businesses wanting to reach decision-makers and generate quality leads.
B2B combined search averages about 76% of all search traffic. (Source: BrightEdge)
Search accounts for 76% of all B2B web traffic, emphasizing its role as a key driver in this space. Whether organic or paid, search engines provide a lot of opportunities for B2B companies to connect with their target audience. Optimizing for search ensures businesses stay competitive and capture the majority of this high-value traffic.
People are using search engines 20% more year-over-year. (Source: BrightEdge)
Search engine usage is increasing by 20% annually, signaling a growing reliance on these platforms for information. For businesses, this upward trend highlights the importance of a strong presence in search results. Staying ahead of competitors requires consistent optimization and high-quality content to meet the rising demand for accessible online information.
The average ROI for search engine marketing is 250%. (Source: Hubspot)
Search engine marketing delivers an impressive 250% average ROI, making it one of the most effective marketing strategies. This stat shows the value of investing in paid search campaigns and SEO.
Search marketing is about 100x more cost-efficient than other marketing strategies. (Source: Hubspot)
Compared to traditional methods, search marketing is 100 times more cost-efficient, offering unparalleled value for businesses. This stat highlights why search marketing should be a part of any marketing plan. By focusing efforts on search, brands can achieve broader reach, higher engagement, and better results while spending less.
Organic search statistics
Organic search is the source of 53% of all trackable website traffic is organic search (Source: BrightEdge)
Organic search drives 53% of all trackable website traffic, making it the largest single source of visitors. This stat highlights the power of SEO in attracting consistent, high-quality traffic. While other channels matter a lot too, focusing on organic search is key to building long-term visibility.
Google’s top 5 organic search results get about 67.6% of all clicks. (Source: Hubspot)
The top 5 organic results on Google snag 67.6% of all clicks, showing just how crucial it is to rank high. If your page isn't near the top, it’s likely being overlooked. Investing in SEO strategies that improve rankings can significantly boost traffic and increase the odds of capturing user attention.
Organic social media gets just 1/11 as much traffic as organic search. (Source: BrightEdge)
Organic search drives 11 times more traffic than organic social media. While social platforms are great for engagement, search engines are where people go when they’re actively looking for something. This stat emphasizes the importance of prioritizing SEO to make sure your content reaches the largest possible audience.
The #1 organic result on Google has an average click-through rate (CTR) of 27.6% (Source: Backlinko)
Landing the #1 spot on Google is worth the effort, as it earns an average CTR of 27.6%. This top position dominates user attention and drives a significant portion of clicks. If you’re aiming for more traffic, optimizing your site to claim that coveted spot is a critical goal.
The #1 organic result is 10x more likely to be clicked than the #10 organic result. (Source: Backlinko)
Being at the top pays off—Google’s #1 organic result is 10 times more likely to get clicked than the #10 spot. This stat shows the value of high rankings. To maximize visibility and clicks, focus on creating high-quality content and refining your SEO strategy to climb the search results.
46% of all Google searches are local searches. (Source: Search Engine Roundtable)
Nearly half of Google searches are local, meaning people are looking for businesses, services, or information nearby. For Companies targeting local customers, this is a reminder to optimize for local SEO. Showing up in these searches can drive foot traffic, online engagement, and local brand awareness.
78% of local searches lead to an offline conversion. (Source: Search Engine Land)
Local searches are powerful—78% of them result in offline conversions, like visiting a store or making a purchase. If you’re a local business, appearing in these searches is vital. Optimizing for local SEO helps turn online visibility into real-world results, driving customers to take action.
49% of marketers report that organic search has the best ROI of any marketing channel. (Source: Search Engine Journal)
Nearly half of marketers agree that organic search delivers the best ROI compared to other channels. It’s not just effective—it’s cost-efficient, driving sustainable results over time. This stat shows why investing in SEO is a smart move for businesses looking to maximize their marketing dollars.
48% of small business owners (who don’t use A.I.) spend $1,000 or less per month on content marketing. (Source: Semrush)
Almost half of small business owners spend $1,000 or less monthly on content marketing without using AI. This stat reveals that effective marketing doesn’t require a huge budget. By focusing on SEO and organic search, small businesses can compete with larger companies and still achieve meaningful results.
The average page ranking in the top 10 organic search results is more than two years old. (Source: Ahrefs)
Patience pays off in SEO—the average page in Google’s top 10 is over two years old. This stat shows that high rankings are often the result of long-term effort and consistent optimization. If you’re looking to climb in rankings, focus on creating timeless, high-quality content that earns trust over time.
Paid search statistics
Organic social media gets just 1/3 as much traffic as paid search. (Source: BrightEdge)
Paid search outperforms organic social media by driving three times as much traffic. While social platforms are great for engagement, paid search is where businesses can truly scale their reach and attract more targeted visitors. If your goal is consistent, measurable traffic, investing in paid search could yield better results than relying solely on organic social efforts.
People are, on average, 27% more likely to buy something when they’ve clicked on a Google Search ad prior to visiting a store. (Source: Think With Google)
A Google Search ad doesn’t just bring traffic—it influences decisions. Shoppers are 27% more likely to make a purchase after clicking on an ad before visiting a store. This stat emphasizes the power of search ads to guide customer journeys, making them a great tool for businesses looking to boost conversions both online and offline.
In 2024, $137 billion was spent on search ads in the U.S. (Source: Statista)
Search ads are big business, with U.S. advertisers spending $137 billion on them in 2024 alone. This massive investment highlights how crucial search advertising has become for businesses looking to capture attention and drive results. The competition is fierce, but the rewards make it worth the cost.
40% of U.S. ad revenue is generated from search. (Source: Statista)
Search advertising dominates the U.S. ad market, accounting for 40% of total revenue. This stat shows the influence of search engines as an advertising channel. For marketers, it’s a clear signal to allocate budgets strategically to tap into this highly lucrative space.
$81.5 billion is spent on mobile search ads in the U.S. (Source: Statista)
Mobile is king, with $81.5 billion spent on mobile search ads in the U.S. This stat underscores the importance of optimizing ad campaigns for mobile users. With so much activity happening on smartphones, businesses can’t afford to overlook mobile-first strategies in their advertising efforts.
In 2023, Google made $237.86 billion from ads. (Source: Statista)
Google’s ad revenue reached an astonishing $237.86 billion in 2023. This figure highlights the platform’s dominance in digital advertising and the sheer volume of businesses leveraging it to reach their audience. If you’re not running Google ads, you’re likely missing out on a massive piece of the advertising pie.
Google made up 39% of global digital ad revenue in 2023. (Source: Statista)
In 2023, Google claimed 39% of the world’s digital ad revenue, cementing its position as the industry leader. This dominance shows how influential Google ads are in connecting businesses with consumers. If you want to compete on a global scale, Google’s advertising ecosystem is a good place to get to know.
More than 2 million websites make up the Google display network. (Source: Google)
Google’s display network spans over 2 million websites, providing a massive platform for businesses to display their ads and making it one of the most effective ways to extend your brand visibility.
The average click-through-rate for Google ads is 6.42%. (Source: Wordstream)
Google ads deliver results, with an average click-through rate of 6.42%. This means people are engaging with ads at a notable rate, offering businesses a reliable way to drive traffic. It’s a strong incentive to invest in well-crafted campaigns that capture attention and encourage clicks.
The average cost per click for Google ads is $4.66. (Source: Wordstream)
On average, businesses pay $4.66 per click for Google ads. While costs vary by industry, this stat provides a baseline for budgeting ad campaigns. When combined with Google’s high click-through and conversion rates, this investment often delivers solid returns for advertisers.
The average conversion rate for Google ads is 6.96%. (Source: Wordstream)
Google ads convert at an average rate of 6.96%. This is a fairly high percentage and demonstrates the platform’s ability to drive not just clicks but meaningful actions. Whether you’re looking for sales, sign-ups, or inquiries, Google ads can help turn visitors into customers.
The average cost per lead for Google ads is $66.69. (Source: Wordstream)
Generating leads through Google ads costs an average of $66.69. While this may seem high, the quality of leads from search advertising can often justify the expense. Businesses targeting high-value customers can see a strong return on investment with well-targeted campaigns.
44% of businesses spend $100 to $10,000 on Google ads every month. (Source: WebFX)
Almost half of businesses dedicate between $100 and $10,000 monthly to Google ads. This range shows how accessible the platform is for budgets of all sizes. Whether you’re a small business or a larger business, Google ads can be scaled to fit your needs and goals.
61% of businesses pay $0.11-$0.50 per click on Google ads. (Source: WebFX)
A majority of businesses see affordable costs per click on Google ads, paying between $0.11 and $0.50. This range makes the platform great for companies looking for cost-efficient ways to drive traffic and generate leads without wanting to spend a lot of money.
On average, businesses make $2 for every $1 spent on Google ads. (Source: Google)
Google ads deliver a solid return, with businesses earning $2 for every $1 invested. This 2:1 ROI makes the platform a dependable option for businesses to maximize their advertising budgets and drive measurable results.
68.2% of consumers in the U.K. don’t know which Google results are paid or organic. (Source: Varn)
Over two-thirds of U.K. consumers can’t distinguish between paid and organic Google results. This lack of awareness can be an opportunity for advertisers, as well-placed ads can blend seamlessly into search results and drive clicks just as effectively as organic listings.
70% of industries saw a click-through-rate increase in 2024. (Source: Wordstream)
In 2024, 70% of industries experienced higher click-through rates, reflecting improved ad performance across the board. For businesses, this trend highlights the growing effectiveness of paid search campaigns in driving user engagement and achieving marketing goals.
94% of users skip over paid search ads. (Source: TechJury)
Despite their effectiveness, 94% of users still bypass paid search ads. This stat shows the importance of balancing paid strategies with strong organic SEO to capture the majority of search engine users who prefer non-sponsored content.
Search ads can increase brand awareness by 80%. (Source: WebFX)
Search ads don’t just drive clicks—they also boost brand awareness by 80%. By appearing in relevant searches, businesses can increase visibility and recognition, even if users don’t immediately click. It’s a powerful way to stay top-of-mind with potential customers.
Arts and entertainment is the industry with the highest click-through-rate at 13.04% and lowest cost per click at $1.72. (Source: Wordstream)
The arts and entertainment industry leads in ad performance, with a high 13.04% click-through rate and a low $1.72 cost per click. For businesses in this space, these numbers highlight the opportunity to use ads to reach your business goals.
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