SEA statistics 2026: comprehensive overview for marketing decision-makers

The Search Engine Advertising landscape is evolving rapidly, driven by artificial intelligence, automation and shifting user behaviour. To manage investments effectively and maximise return on investment, businesses rely on recent, reliable data. This reference guide presents a rigorous selection of the latest SEA statistics, key 2025-2026 trends and strategic KPIs to support professionals in optimising their campaigns and capturing new markets.

Key SEA statistics for 2025-2026

💡 What the data reveals

• ✓ Embrace automation and AI integration to maximise SEA campaign performance.
• ✓ Adapt strategies to mobile behaviour, now the dominant channel for SEA traffic.
• ✓ Safeguard investments by implementing click fraud detection tools.
• ✓ Monitor growing impressions on Performance Max to refine your SEA media mix.

Comprehensive 2025-2026 overview

💡 What the data reveals

• ✓ Prioritise mobile-first SEA campaigns to capture the majority of global paid traffic.
• ✓ Integrate voice search and authenticity into ad creatives to meet evolving user habits.
• ✓ Strengthen data governance to remain competitive within the European regulatory landscape.

Key performance indicators and priority metrics

Visibility and impression metrics

💡 What the data reveals

• ✓ Prioritise visual and video formats to maximise visibility on enriched SERPs.
• ✓ Leverage AI inventory and Performance Max to capture new impression volumes.
• ✓ Adopt mobile-first campaigns to benefit from superior visibility.

Traffic and engagement indicators

💡 What the data reveals

• ✓ Integrate ad extensions to boost engagement and performance.
• ✓ Optimise landing pages to extend session duration and reduce bounce rates.
• ✓ Adapt ad creatives for mobile, where user behaviour differs from desktop.

Conversion rates and return on investment

💡 What the data reveals

• ✓ Systematically deploy retargeting to improve SEA campaign conversion rates.
• ✓ Manage ROI closely and adjust budgets to ensure profitability within the first 3 months.
• ✓ Leverage AI automation to accelerate business results.

Advertising investment and market evolution

Budgets allocated to paid campaigns

💡 What the data reveals

• ✓ Gradually increase SEA budgets to remain competitive in an expanding market.
• ✓ Review and optimise budget strategy at least every two months.
• ✓ Adjust SEA's share of the marketing mix according to performance and economic conditions.

Distribution of spend by platform

💡 What the data reveals

• ✓ Maximise reach by concentrating budget on Google Ads whilst testing emerging channels.
• ✓ Diversify across Bing Ads and AI platforms according to campaign objectives.

Cost per click and average bids by sector

💡 What the data reveals

• ✓ Anticipate rising CPCs and optimise bids to maintain profitability.
• ✓ Adjust sector-specific investments to manage costs and ROI.
• ✓ Monitor competitiveness in legal and financial sectors.

Google Ads and Bing Ads campaign performance

Average click-through rates by ad format

💡 What the data reveals

• ✓ Adapt ad formats to each channel to maximise results.
• ✓ Diversify paid traffic sources through Bing Ads.

Quality Score and impact on results

💡 What the data reveals

• ✓ Optimise Quality Score to reduce advertising costs.
• ✓ Leverage AI to improve campaign relevance.

Effectiveness of ad extensions

💡 What the data reveals

• ✓ Systematically integrate extensions to improve CTR and relevance.

User behaviour towards sponsored ads

Perception and trust in paid links

💡 What the data reveals

• ✓ Focus on transparency and ad relevance to build trust.
• ✓ Target high-intent queries to maximise conversions.

Behavioural differences by device

💡 What the data reveals

• ✓ Adapt all SEA creatives and experiences for mobile as a priority.

Bounce rate and session duration

💡 What the data reveals

• ✓ Optimise landing page relevance and speed to reduce bounce rates.

Comparative analysis: SEO vs SEA

Traffic distribution between organic and paid results

💡 What the data reveals

• ✓ Combine SEO and SEA to maximise coverage and conversion volume.

Complementarity of organic and sponsored strategies

💡 What the data reveals

• ✓ Coordinate strategies to benefit from visibility and brand awareness synergies.

Comparative ROI by marketing objective

💡 What the data reveals

• ✓ Use SEA to generate rapid conversions, SEO to maximise long-term profitability.
• ✓ Adjust investment mix according to business objectives: immediate acquisition or sustainable growth.

Sector trends and use cases

Performance by industry and vertical

💡 What the data reveals

• ✓ Adapt SEA strategies by vertical to maximise conversion and control costs.
• ✓ SMEs should leverage automation to gain efficiency and profitability.
• ✓ Large enterprises should invest in video to differentiate and engage.

Seasonality and temporal variations

💡 What the data reveals

• ✓ Adjust budgets and bids during high-seasonality periods to maximise profitability.
• ✓ Plan SEA campaigns specifically for major commercial events.

Optimisation and success factors

Impact of geographic and demographic targeting

💡 What the data reveals

• ✓ Refine geographic and demographic targeting to maximise relevance and conversion.

Remarketing and custom audiences

💡 What the data reveals

• ✓ Implement remarketing to capitalise on already-exposed audiences.
• ✓ Create custom segments to increase conversion rates.

A/B testing and continuous improvement

💡 What the data reveals

• ✓ Integrate A/B testing into every campaign to continuously improve performance.
• ✓ Plan short optimisation cycles to respond quickly to test results.

Current challenges and issues

Increased competition and advertising saturation

💡 What the data reveals

• ✓ Differentiate through creativity and message relevance to stand out in a saturated environment.
• ✓ Conduct regular competitive intelligence to adapt your SEA strategy.

Click fraud and protective measures

💡 What the data reveals

• ✓ Integrate anti-fraud solutions and actively monitor your campaigns.
• ✓ Exclude suspicious IPs and sources to protect ROI.

Algorithmic changes and strategy adaptation

💡 What the data reveals

• ✓ Maintain constant vigilance on algorithmic developments.
• ✓ Update campaigns at least quarterly.

Future outlook and innovations

Artificial intelligence and bid automation

💡 What the data reveals

• ✓ Accelerate AI tool integration to gain productivity and performance.
• ✓ Reposition teams towards high-value activities: strategy, analysis, creativity.

Multi-channel integration and attribution

💡 What the data reveals

• ✓ Deploy an omnichannel strategy to boost overall SEA campaign performance.
• ✓ Combine data from multiple sources to improve attribution and customer journey optimisation.

New features and emerging formats

💡 What the data reveals

• ✓ Experiment with new AI formats to gain a competitive edge.
• ✓ Integrate more video and interactive content into SEA strategies.

Conclusion and recommendations

Analysis of recent SEA trends reveals a sector in full acceleration, driven by the rise of artificial intelligence, personalisation and mobile dominance. The KPIs confirm the need for a data-driven, agile and creative approach to remain competitive: campaign automation, channel mix optimisation and integration of innovative formats are now essential. Businesses that can harness synergies between SEO and SEA, refine their targeting and secure their investments will gain a decisive advantage in an ultra-competitive market.

🚀 Priority actions for 2026

1. Accelerate the integration of artificial intelligence and automation in SEA campaign management.
2. Strengthen video and creative presence to capture attention on enriched SERPs.
3. Continuously optimise targeting, landing pages and audiences through A/B testing and data analysis.
4. Plan monitoring and strategic adaptation cycles to anticipate algorithmic changes.
5. Deploy an omnichannel strategy, coordinating SEO, SEA, social media and CRM to maximise profitability.

FAQ - SEA statistics 2026

SEA performance and KPIs

What is the average click-through rate on Google Ads in 2026?

The average click-through rate (CTR) on Google Ads Search campaigns is 3.17% across all sectors in 2025. This rate varies considerably by industry:

• Dating & personals: 6.05% (the highest-performing sector)
• B2B: Approximately 2.8%
• Google Ads Display: 0.46% (much lower than Search)

CTR depends heavily on your ad quality, targeting and sector.

What is the average SEA conversion rate?

The average SEA conversion rate on Google Search is 3.75% according to WordStream. Sector variations are significant:

• Dating & personals: 9.64% (best conversion rate)
• Financial services: 7.2%
• Travel/tourism: 5.4%
• E-commerce: 4.8%
• B2B: 2.41%

AI automation (Performance Max) enables an average +14% increase in conversion rate.

What ROI can be expected from an SEA campaign?

The average Google Ads ROI is 3.7 across all verticals, meaning you earn £3.70 for every pound spent.

Key points on SEA ROI:

• 61% of campaigns become profitable within 3 months
• SEA retargeting increases conversion rate by +32%
• ROI varies by objective: rapid conversion (3.7) vs long-term SEO (5.1)
• Financial and e-commerce sectors typically show higher ROIs

What is mobile's share of SEA traffic?

Mobile represents 53% of global SEA traffic in 2026, surpassing desktop.

Mobile SEA statistics:

• Average session duration on mobile after SEA click: 1 min 38 sec
• Average session duration on desktop: 2 min 13 sec
• Mobile's share of global SEA spend is in the majority

It's therefore essential to optimise all campaigns for mobile as a priority.

SEA costs and investment

What is the average cost per click on Google Ads?

The average CPC on Google Ads Search is $2.69 across all sectors. On Display, it's much lower at $0.63.

CPC variations by sector:

• Legal: $6.75 (the most expensive sector)
• CPC is rising across all platforms

Note: average CPC on Bing Ads is lower at €0.87, which can be attractive for diversifying traffic sources.

What is the average cost per acquisition (CPA)?

The average CPA on Google Ads Search is $48.96 across all sectors. However, this cost varies enormously by industry:

• Technology: $133.52 (the highest CPA)
• Dating & personals: Lower CPA thanks to excellent conversion rate (9.64%)

To optimise your CPA, focus on improving Quality Score and conversion rate.

What share of digital marketing budget should be allocated to SEA?

On average, businesses allocate 38% of their digital marketing budget to SEA. Additionally, 67% of businesses increased their SEA budget in 2025, with an average annual growth of +11%.

SEA budget:

• Google Ads: 81% of total SEA budget
• Bing and others: 19%

The average time before SEA budget optimisation is 6 weeks.

Are SEA costs increasing?

Yes, there's a widespread increase in cost per click across all platforms. The number of active advertisers on Google Ads has increased by +23%, intensifying competition and driving up prices.

Factors driving cost increases:

• +23% increase in active advertisers
• 63% of sectors considered "saturated" in SEA
• Increased competition for high commercial intent keywords
• +24% CPC increase during seasonal peaks (Black Friday, sales)

To counter this rise, focus on Quality Score optimisation and AI automation.

Google Ads vs Bing Ads

What is Google's share of the search market?

Google dominates the search market with 84.5% market share in the United States in 2025. Bing comes second with 9.62%.

Consequently, 81% of SEA budget is invested in Google Ads, reflecting this dominance.

Should you invest in Bing Ads in 2026?

Yes, Bing Ads can be an excellent complementary opportunity for several reasons:

• Lower CPC: €0.87 on average (vs $2.69 on Google)
• Decent CTR: 2.7% on average
• Less competition than Google Ads
• Specific audience: Windows users, professional B2B audience
• Good option to diversify traffic sources

Bing Ads is particularly relevant for B2B and sectors with limited budgets seeking to maximise ROI.

What are the comparative performances of Google Ads and Bing Ads?

Google Ads vs Bing Ads comparison:

• Search CTR: Google 3.17% vs Bing 2.7%
• Average CPC: Google $2.69 vs Bing €0.87
• Traffic volume: Google significantly higher (84.5% market share)
• Traffic quality: Bing interesting for B2B and certain niches
• Acquisition cost: Generally lower on Bing

The optimal strategy is to concentrate the majority of budget on Google (70-80%) whilst testing Bing for diversification (20-30%).

Artificial intelligence and automation

What share of campaigns are automated by AI?

In 2025, 81% of Google Ads campaigns use AI automation or Performance Max. Amongst SMEs, 74% use Google Ads in automated mode.

AI adoption in SEA:

• 81% of campaigns 100% automated via AI/Performance Max
• 66% of advertisers use AI for ad creation
• 38% of campaigns use AI-generated creative assets
• 71% of agencies shifting from operational management to strategic consultancy thanks to AI

What gains does AI automation of SEA campaigns bring?

AI automation generates an average +14% gain in conversions. It also improves Quality Score by +19%, which mechanically reduces CPC.

Concrete benefits of AI:

• +14% conversions on average
• +19% increase in Quality Score
• 17% reduction in CPC with Quality Score above 7
• Real-time optimisation of bids and targeting
• Considerable time savings on operational management

Performance Max campaigns see their share of impressions growing continuously.

What new AI formats are available in 2026?

New AI-based advertising formats are emerging in 2026:

• Advertising on ChatGPT and AI Overviews: 19% of advertisers already testing
• AI-generated video (Veo 3, Nano Banana): 27% adoption
• AI-generated creative assets: 38% of campaigns
• AI SEA inventory (Gemini, AI Mode): 650 million active users

These formats represent an opportunity to gain an edge before they become mainstream.

Mobile and user behaviour

How do users perceive SEA ads?

62% of users trust Google Ads. Additionally, 46% click on a sponsored ad during high purchase intent searches.

Perception of SEA ads:

• 62% of users trust Google Ads
• 46% click on an ad during high-intent searches

Trust in ads is a major asset of SEA compared to other advertising formats.

What is the average bounce rate for SEA traffic?

The average bounce rate for SEA traffic is 44%. Average session duration varies by device:

• Desktop: 2 min 13 sec
• Mobile: 1 min 38 sec

To reduce bounce rate:

• Improve relevance between ad and landing page
• Optimise loading speed (critical on mobile)
• Simplify the conversion journey
• Use relevant ad extensions
• Test different landing page variants (A/B testing)

How effective are ad extensions?

Ad extensions are highly effective: 41% of users interact with sitelink extensions, and call extensions increase CTR by +21%.

Extension types and their impact:

• Sitelink extensions: 41% interaction
• Call extensions: +21% CTR

It's recommended to systematically activate all extensions relevant to your business.

Optimisation and best practices

How can you improve your campaigns' Quality Score?

Improving Quality Score is crucial as a Quality Score above 7 reduces CPC by 17%. AI automation enables a +19% increase in Quality Score.

Levers to improve Quality Score:

• Ad relevance: Perfect alignment of keywords / ad / landing page
• Expected click-through rate: Optimise titles and descriptions to maximise CTR
• Landing page experience: Speed, relevance, mobile UX
• Use AI automation for real-time optimisation
• Test multiple variants of ads (minimum 2 per group)
• Use extensions to enrich ads

What impact does geographic and demographic targeting have?

Precise targeting significantly improves performance: localised targeting increases conversion rate by +26%, and demographic targeting boosts CTR by +18%.

Effective targeting strategies:

• Local targeting: +26% conversion
• Demographic targeting: +18% CTR
• Custom audiences: 69% of advertisers use them
• Retargeting: +32% conversion
• Combine multiple targeting criteria for maximum precision

Is A/B testing really effective in SEA?

Absolutely! Creative A/B testing increases conversion rate by +17% on average. 81% of advertisers test at least 2 variants per campaign.

SEA A/B testing best practices:

• Test at least 2 variants of ads per group
• Average optimisation timeframe after a test: 2 weeks
• Elements to test: titles, descriptions, CTAs, extensions, visuals
• Also test landing pages (design, CTAs, forms)
• Iterate continuously to improve performance

Should you use retargeting in SEA?

Yes, SEA retargeting is highly effective: it increases conversion rate by +32%. 69% of advertisers use custom audiences for retargeting.

Winning retargeting strategies:

• +32% conversion with retargeting
• Segment audiences by behaviour (pages viewed, abandoned basket, etc.)
• Adapt messaging according to funnel stage
• Use exclusions to avoid targeting customers who've already converted
• Combine SEA + Display retargeting to maximise coverage

SEO vs SEA: comparison and complementarity

What is the traffic distribution between SEO and SEA?

SEO generates 54% of web traffic, compared to 28% for SEA.

SEO vs SEA distribution:

• SEO: 54% of total traffic
• SEA: 28% of total traffic
• Other sources: 18% (direct, social, referral)

Should you combine SEO and SEA?

Yes, absolutely! Combining SEO and SEA generates a halo effect with +22% brand recognition. 73% of brands combine both strategies to maximise their SERP presence.

Advantages of combining SEO + SEA:

• +22% brand recognition
• 73% of brands use this approach
• Double visibility on search results
• SEA compensates for SEO delays for new sites/products
• SEA data informs SEO strategy (high-performing keywords)
• SEO reduces dependence on advertising budgets long-term

What is the comparative ROI of SEO and SEA?

The average SEA ROI for rapid conversion objectives is 3.7, whilst the average SEO ROI long-term reaches 5.1.

SEO vs SEA RO comparison:

• SEA: ROI of 3.7, profitable within 3 months (61% of campaigns)
• SEO: ROI of 5.1, but requires 6-12 months for optimal results
• SEA: Ideal for product launches, promotions, short-term objectives
• SEO: Better long-term ROI, "free" and sustainable traffic
• Optimal strategy: SEA for quick wins, SEO for lasting profitability

Performance by business sector

Which sectors have the best SEA conversion rates?

Sectors with the best conversion rates are:

• Dating & personals: 9.64% (best rate)
• Financial services: 7.2%
• Travel/tourism: 5.4%
• E-commerce: 4.8%
• Average across all sectors: 3.75%
• B2B: 2.41% (the lowest)

These variations are explained by the nature of the purchase journey, basket value and decision cycle length.

Which sectors have the highest CPCs?

The legal sector has the highest CPC at $6.75, followed by technology with an average CPA of $133.52.

Sector ranking by CPC:

• Legal: $6.75 (most expensive)
• Average across all sectors: $2.69

High customer value sectors (legal, finance, B2B tech) can justify high CPCs through their lifetime value.

How does SEA perform for B2B?

B2B has important SEA specificities:

• Conversion rate: 2.41% (lower than B2C)
• CPA: Higher ($100-150 on average)
• Sales cycle: Longer, requires nurturing
• ROI: Excellent long-term despite high CPA (significant customer value)
• Strategy: Combine SEA + retargeting + marketing automation
• Bing Ads particularly relevant for B2B (professional audience)

Seasonality and temporal trends

How does SEA evolve during seasonal periods?

Seasonal periods (Black Friday, sales, Christmas) generate a +38% increase in conversion volume, but also a +24% increase in CPC.

Impact of seasonality on SEA:

• Black Friday / Sales: +38% conversions, +24% CPC
• Increased competition during commercial peaks
• Budget required: Plan for +30-40% budget during these periods
• Strategy: Anticipate bids and prepare campaigns in advance
• ROI: Generally better despite higher CPC (compensating volume)

How often should you optimise your SEA campaigns?

68% of advertisers adapt their strategy each quarter. However, best practices recommend:

• Daily monitoring: Track performance and alerts
• Weekly optimisations: Adjust bids, add negative keywords
• Monthly review: Analyse trends, adjust budgets
• Budget optimisation: Every 6 weeks on average
• Strategic overhaul: Each quarter minimum
• A/B tests: 2-week optimisation timeframe after each test

SEA challenges and risks

What is the click fraud rate in SEA?

The estimated click fraud rate in SEA is 11.7%, representing a significant budget loss. Only 57% of advertisers use anti-fraud tools.

How to protect against click fraud:

• 11.7% estimated fraud across the market
• Use fraud detection tools
• Monitor suspicious activity spikes (unusual times, geographies)
• Exclude suspicious IPs and IP ranges
• Analyse bounce rates and session duration by source
• Set up automatic alerts for anomalies

Click fraud can significantly reduce ROI if not monitored.

Is the SEA market saturated?

Yes, 63% of sectors are considered "saturated" in SEA, with a +23% increase in active advertisers on Google Ads.

Consequences of saturation:

• Increased competition for popular keywords
• Widespread CPC increases
• Need to differentiate through creativity
• Growing importance of Quality Score to remain competitive
• Opportunities on less competitive long-tail keywords
• Exploration of new channels (Bing, AI advertising, ChatGPT)

What is the "zero click" phenomenon and how does it impact SEA?

The rate of searches resulting in "zero click" (user gets their answer without clicking) is 27% in the United States in 2025.

Impact of "zero click" on SEA:

• 27% of searches generate no clicks
• Featured snippets and AI Overviews reduce the need to click
• Opportunity: 19% of advertisers already testing advertising on AI Overviews
• Strategy: Position on transactional queries where clicking remains necessary
• Anticipate evolution towards advertising in AI responses

2026 trends and innovations

What are the main SEA trends for 2026?

The main SEA trends in 2026 are:

• Massive automation: 81% of campaigns already automated
• Generative AI: 38% of campaigns use AI-generated creative assets
• Conversational AI advertising: 19% testing ChatGPT and AI Overviews
• AI video: 27% using AI-generated videos
• Mobile-first: 53% of SEA traffic on mobile
• Omnichannel: 77% integrate SEA into multi-channel strategy
• Multi-touch attribution: 54% of advertisers use it

Should you invest in video for SEA?

Yes! 59% of large enterprises already invest in video SEA.

Advantages of video in SEA:

• Engagement far superior to static formats
• 50% of SERPs contain a visual or video element
• 20% of YouTube content is AI-generated (facilitates production)
• 27% of advertisers use AI video
• Immersive and memorable formats

What is Performance Max and should you use it?

Performance Max is Google's AI-automated campaign format. 81% of Google Ads campaigns already use AI automation or Performance Max, and the share of impressions attributed to Performance Max is growing.

Performance Max advantages:

• Complete automation across all Google inventory (Search, Display, YouTube, Gmail, Discover)
• +14% conversions on average
• Real-time optimisation based on audience signals
• Significant time savings on operational management
• Particularly effective for SMEs (74% use it)

Disadvantages:

• Less granular control over placements
• Limited transparency on performance by channel
• Requires quality creative assets

How to prepare for SEA developments in 2026?

Strategies to remain competitive in 2026:

• Adopt AI automation to optimise performance and save time
• Test new formats: conversational AI advertising, AI video
• Go mobile-first in ad and landing page design
• Develop an omnichannel strategy coordinating SEO, SEA, social, CRM
• Invest in video to differentiate and improve engagement
• Strengthen data analysis and multi-touch attribution
• Train teams in new tools and strategic skills
• Monitor fraud and optimise Quality Score to control costs

Practical questions for beginners

What minimum budget is needed to start in SEA?

There's no mandatory minimum budget on Google Ads, but to obtain significant results and exploitable data volume:

• Recommended minimum budget: £500-1000/month
• Initial test: Possible to start with £300/month for testing
• E-commerce: £1000-3000/month for tangible results
• B2B with high CPA: £2000-5000/month minimum
• Local SME: £500-1500/month may suffice

The key is to adjust budget according to your conversion objectives and customer value.

How long before obtaining results in SEA?

SEA offers immediate visibility within hours of launch. However, to optimise performance:

• First clicks: Hours after activation
• First conversions: Days to 1 week
• Initial optimisation: 2 weeks minimum to collect data
• Profitability: 61% of campaigns profitable within 3 months
• Budget optimisation: 6 weeks on average
• Campaign maturity: 3-6 months to stabilise performance

What SEA mistakes should be absolutely avoided?

Top most common SEA mistakes:

• Not using negative keywords (budget waste)
• Ignoring Quality Score (higher CPCs)
• Unoptimised landing pages (44% bounce rate)
• Not using extensions (loss of 41% potential interactions)
• No conversion tracking (impossible to measure ROI)
• Targeting too broad (diluted budget, low conversions)
• Ignoring mobile (53% of SEA traffic)
• Not testing (81% test at least 2 variants)
• No anti-fraud protection (11.7% estimated fraud)
• Neglecting data analysis (gut-feeling optimisations rather than data-driven)

Is it better to manage SEA in-house or via an agency?

It depends on your resources and objectives:

In-house management:

• Advantages: Savings (no agency fees), total control, business knowledge
• Disadvantages: Learning curve, constant monitoring, time required
• Recommended if: Modest budget, competent internal resources, simple sector

Specialist agency:

• Advantages: Expertise, professional tools, monitoring, continuous optimisation
• Disadvantages: Additional cost, less direct control
• Recommended if: Significant budget, lack of internal expertise, complex sector

71% of agencies are shifting from operational management to strategic consultancy thanks to AI automation.

Last updated: January 2026

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