Google Search Ads Benchmarks Report 2025
My Name is Alex Gluz
- Digital marketing expert with 16 years of experience helping companies grow through effective paid advertising and proven growth strategies.
- Founder of T.A. Monroe - a B2B agency where we turn marketing challenges into success stories.
- We use battle-tested, data-driven demand generation frameworks to help B2B SaaS companies predictably scale their revenue within 6 months, without the risk of wasting budgets.
- Over the last eight years we've built and optimized over 3,500 paid campaigns across Google, LinkedIn, and Facebook.
- Our frameworks that have consistently delivered an average of 53% increase in high-quality leads and 27% reduction in CAC for our clients.
Executive Summary
Google Search Ad clicks now cost $5.34 (on average) each - that's 29% more expensive than last year.
Fewer people are clicking search ads - click rates dropped by 26% to an average of 4.04%.
B2B companies are cutting Google Search budgets from 38% to 33% as costs spiral.
This report shows you exactly how to cut your search ad costs before they become unsustainable.
Key Findings* at a Glance
Google Search Ads (non-branded) take 35.53% of B2B marketing budgets, but that share is steadily declining as costs rise.
Quality Score problems create a downward spiral - lower click rates mean worse scores, which mean even higher costs.
Google's AI answers show up in different places each time, making it impossible to predict where your ads will appear
Click fraud and bot traffic burn through budgets without delivering real leads, but most companies don't track this.
Broad match keywords often waste money on irrelevant searches, yet many B2B companies still use them by default.
*This resource is based on data and findings from Dreamdata's Sept 2025 blog article: 'B2B Google Search Ads Benchmark: Rising CPC, Falling CTRs, and Shrinking Budgets' .
Why You should Care
- Your Google Search Ads are probably underperforming industry benchmarks - but you don't know by how much.
- AI Overviews are fundamentally changing where search ads appear on the page.
- Without benchmark data, you can't tell if your rising costs are normal or fixable.
- Small Quality Score improvements can save thousands in monthly ad spend.
- Companies that don't adapt now will be priced out of profitable keywords by 2026.
What's Inside?
Google Search Performance Data
Current benchmarks for non-branded search campaigns (Aug 2024 - Jul 2025).
Why Search Costs Are Rising
The three main factors driving up your cost per click.
Optimization Strategies That Work
Proven tactics to improve Quality Score and reduce costs.
Budget Reallocation Guide
Where smart marketers are moving their search ad dollars.
Why Search Ads Still Matter for B2B Companies
Intent-Based Targeting
Unlike social ads, you reach people actively searching for solutions like yours.
Measurable Pipeline Impact
Clear attribution from first click to closed deal when set up correctly.
Competitive Necessity
If you're not there when prospects search, competitors win by default.
Scalable Growth Engine
Proven system for predictable lead generation at scale.
Introduction
The Search Landscape Has Changed
Google Search Ads targeting non-branded keywords have long been the workhorse of B2B marketing budgets. They capture high-intent prospects actively looking for solutions.
But something shifted in 2024. Costs started climbing faster than ever. Click rates began falling. And a new player - AI Overviews - started reshaping how search results appear.
In this report, we analyze performance data from multiple B2B accounts to understand what's happening and what you can do about it.
The findings might surprise you. And the solutions definitely will.
Part l: B2B Search Ad Budgets
Where Marketing Dollars Flow
- Understanding budget allocation reveals strategic priorities.
- This data shows a clear trend: money is moving away from non-branded search.
#1.1: Budget Share Evolution
The shift away from non-branded search didn't happen overnight. It's been a steady decline as costs rose and performance fell.
- Non-branded search’s share shrank 14% over the year.
- This isn’t seasonal fluctuation, it’s a structural change in how B2B marketers view Google Search.
- As costs rise and ROI drops, marketers funnel money to channels with more predictable performance.
Action Step: Audit your own media mix. If non-branded Search exceeds 35% of your budget but isn’t meeting CPL goals, consider reallocating gradually while you improve Quality Score.
#1.2: Latest Budget Distribution: B2B Paid Media Breakdown (July 2025)
LinkedIn overtook Google Search for the first time in B2B history. This signals a shift toward channels that allow precise targeting and higher quality leads.
Budget Share Across Channels:
YoY trend: ↑ Gaining share
Google Search (Non-Branded)
YoY trend: ↓ Losing share
Google Search (Branded)
YoY trend: Steady
YoY trend: Steady
Other Channels
YoY trend: ↑ Testing channels
Action Step: If your LinkedIn budget is below 20% but Search above 40%, test the reverse. Use industry benchmarks to model your ROI.
#1.3: Why B2B Marketers Are Pulling Back: The ROI Squeeze
Consider a typical B2B company spending $50,000 monthly on non-branded search:
- Spending the same money now buys nearly a quarter fewer clicks.
- With conversion rates flat or down, pipeline slows.
Action Step: Do not just “cut” budget. First fix Quality Score and match types; then reallocate to higher-performing channels once you’ve proven your efficiency gains.
Part ll: Search Ad Performance Metrics
#2.1: Cost Per Click Analysis: The 29% Spike
The spike in late 2024 and early 2025 coincides with AI Overviews rolling out. CPC growth slowed mid-2025 but remained high.
Action Step: Segment CPC trends by keyword group to isolate which ones spiked most after AI Overviews. Cut or restructure the worst offenders.
2.2 Click-Through Rate Decline: Engagement Plunge
CTR erosion accelerates cost problems. Lower CTR signals Google your ads aren’t relevant, dropping Quality Score and hiking CPC further.
Action Step: Refresh ad copy every 30 days. Monitor CTR trendlines as closely as CPC.
#2.3 Real Budget Impact: What $10,000 Buys Now
Higher impressions but fewer clicks show you’re still getting reach, but engagement collapsed. Without action, your cost per lead climbs sharply.
Action Step: Tie your KPIs to qualified leads or revenue, not just CPC or CTR, to detect true performance drift.
Part lll: Forces Reshaping Search
#3.1: The AI Overview Revolution: The Layout Shuffle
Ads can appear above, within, or below AI content.
This inconsistency wrecks position-based bidding strategies.
On mobile, AI Overviews push ads down 400–600 pixels, further hurting CTR.
Action Step:
Tag keywords to AI-heavy SERPs versus traditional SERPs. Create separate campaigns or bids to control spend.
#3.2: Quality Score Crisis: The Death Spiral
When CTR falls, Quality Score drops.
Lower Quality Score raises CPC.
Higher CPC reduces budget efficiency.
Quality Score is now the single biggest driver of cost variance between advertisers.
Action Step:
Improve page speed, relevance, and ad alignment to break the cycle. Monitor Quality Score weekly, not monthly.
#3.3: Hidden Cost Accelerators: Where Money Leaks Out
Campaign Overlap
Performance Max bidding against Search.
Auto-Applied Recommendations
Google expanding targeting automatically.
Manual Bidding
Missing 70%+ of signals available to Smart Bidding.
Click Fraud/Invalid Traffic
Bots waste up to 15% of budgets.
Action Steps:
1. Run auction insights and search term reports monthly.
2. If overlap >15%, investigate which queries PMax is targeting that conflict with Search campaigns.
3. Add appropriate negatives and exclusions before considering campaign separation.
Part lV: Optimization Playbook
#4.1: Quality Score Recovery Framework
Steps for the Next 30 Days:
Audit all keywords below 7/10.
Build SKAGs for top 20 keywords.
Match ad headlines exactly to search queries.
Speed landing pages to under 3 seconds.
Align landing page content to ads.
Impact: 20–35% CPC reduction within 30 days.
#4.2: Targeting Precision Strategy
Migrate from Broad to Exact Match gradually.
Focus budget on long-tail commercial intent.
Start by adding hundreds of negatives from search term reports weekly (this will get less over time as your refinement improves)
Separate campaigns by funnel stage and geography.
Impact: 20–30% reduction in wasted spend.
#4.3: Campaign Structure Optimization
Isolate Performance Max from Search campaigns.
Create geographic segments for different regions.
Implement dayparting based on conversion data.
Build separate campaigns by company size and funnel stage.
Impact: 15–25% efficiency improvement.
#4.4: Creative Excellence Framework
Match headline to exact keyword.
Refresh headlines monthly, and descriptions biweekly*.
Test new ad extensions quarterly.
Refresh landing pages every 90 days.
Impact: 10–20% CTR improvement.
* Remember: Every time an edit is done it goes into review. So, use this as a guideline & monitor the frequency of these changes closely.
Part V: The Buyer’s Journey
#5.1: Search’s Role in B2B Buying
Non-branded search mainly impacts early stages:
Awareness (generic problem searches)
Consideration (solution searches).
Purchase (branded searches)
Decision (comparison searches)
Action Step: Stop measuring non-branded search solely by cost per lead. Track progression to opportunity and pipeline instead.
#5.2: Multi-Touch Reality
- The average B2B purchase involves multiple stakeholders and long decision cycles.
- Search ads rarely close deals alone, but they do start conversations.
Action Step: Integrate CRM and analytics to measure how search interacts with other touchpoints.
Part Vl: Strategic Recommendations
#6.1: Immediate Actions (Days 1–30)
Audit Quality Scores and pause anything below 5/10 immediately.
Add 500+ negative keywords from search term reports.
Reduce the overlap between Performance Max and Search.
Fix tracking so you see true cost per qualified lead.
Outcome: 15–25% cost reduction without losing volume.
#6.2: Growth Phase (Days 31–60)
Scale successful SKAGs to top 50 keywords.
Launch new exact match campaigns.
Implement all available ad extensions.
Test, test, and test again.
Outcome: 20–30% improvement in cost per lead.
#6.3: Strategic Evolution (Days 61–90)
Recommended Budget Reallocation:
Outcome: Protects against disruption while improving overall ROI.
FAQs
How reliable is this benchmark data?
Based on aggregated performance data from B2B advertisers from August 2024 to July 2025.
Does this apply to all industries?
While trends are shown broadly, specific metrics may vary by industry.
Should we abandon Google Search?
No. Optimize first, then strategically reallocate based on performance.
How fast can we see results?
Quality Score improvements impact costs within 14 days. Full optimization takes 60–90 days.
What about branded search?
Branded search remains efficient with different dynamics than non-branded.
PS:
We just helped a B2B company cut wasted spend and improve their profitability by 27% with Google Ads. Want to see how we did it?
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