Paid Advertising Statistics

Paid advertising delivers traffic fast, but the figures show where the real result lies: not in clicks, but in qualified leads at an affordable cost per lead.

Last updated: June 14, 2026 · 8 verified statistics

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6,64% Average click-through rate (CTR) on Google Search ads A higher CTR means your ad matches the search query, but it still says nothing about the quality of who clicks. Source: WordStream by LocaliQ (2026)

$5,42 Average cost per click (CPC) on Google Search CPC is again higher than last year. Steering on cost per qualified lead matters more than steering on a low price per click. Source: WordStream by LocaliQ (2026)

8,18% Average conversion rate on Google Search ads Conversion rates vary widely by sector. For B2B, what matters most is whether that conversion is also a genuine sales opportunity. Source: WordStream by LocaliQ (2026)

$66,69 Average cost per lead in Google Ads For the first time in five years, the average cost per lead dropped. In B2B and professional services it still runs far higher, since a lead there often represents a much bigger deal. Source: WordStream by LocaliQ (2026)

8,51% Share of invalid traffic across major advertising channels Part of your budget goes to bots and fraudulent clicks. That's money lost if you don't detect and filter it. Source: Lunio (2026)

49% Share of incremental sales driven by creative execution Marketers often underestimate the impact of the creative by far. Yet the message and the visual carry more weight than the finest targeting. Source: NCSolutions & Nielsen (2024)

3,68:1 Average ROAS over a full year of Google Ads campaigns Average ROAS dropped by over 10% in a year. Search still performs better than most other campaign types, though, because it reaches people with active purchase intent. Source: Triple Whale (2025)

0,65% Average click-through rate (CTR) on LinkedIn Sponsored Content LinkedIn clicks low but reaches the right job functions. Judge this channel on lead quality, not on CTR alone. Source: WebFX (2026)

What do these figures mean for Belgian B2B companies?

The common thread in the PPC figures is clear: clicks are easy to buy, results are not. Average cost per click is rising, a noticeable share of traffic is invalid, and the creative message carries more weight than most marketers think. Whoever steers only on CTR or CPC is optimizing the wrong lever.

For B2B with long sales cycles, only one thing matters: how many qualified leads does your budget deliver, and at what cost. A lower CPC is nice to have, but a cheap click that never becomes a conversation still costs you money. Steer on cost per qualified lead and on better ROAS, filter out invalid traffic, and invest in strong creative. That’s how paid advertising becomes a growth engine instead of a budget leak.

Frequently asked questions

What's a good CTR or CPC for my campaigns? +

There's no universally good number. CTR and CPC vary enormously by sector, channel and ad format. Benchmark yourself against your own sector and look mainly at cost per qualified lead, not isolated click figures.

How much of my ad budget is lost to ad fraud? +

Research estimates invalid traffic across major channels at around 8.5% on average. With good exclusion lists, conversion tracking and regular checks, you keep that under control and steer budget toward real people.

Is Google Ads or social the best channel for B2B? +

That depends on your goal. Google Search captures active demand and often performs best on purchase intent. LinkedIn reaches the right job functions but at a higher cost. The best choice is measured by leads and revenue, not click volume.

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Source: Customer Impact, Paid Advertising Statistics, https://www.customerimpact.be/en/marketing-statistics/paid-advertising/

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