In 2023, Google's ad revenue amounted to 264.59 billion U.S. dollars. The company generates advertising revenue through its Google Ads platform, which enables advertisers to display ads, product listings and service offerings across Google’s extensive ad network (properties, partner sites, and apps) to web users. Google advertising Advertising accounts for the majority of Google’s revenue, which amounted to a total of 305.63 billion U.S. dollars in 2023. The majority of Google's advertising revenue comes from search advertising. Google market share These revenue figures come as no surprise, as Google accounts for the majority of the online and mobile search market worldwide. As of September 2023, Google was responsible for more than 84 percent of global desktop search traffic. The company holds a market share of more than 80 percent in a wide range of digital markets, having little to no domestic competition in many of them. China, Russia, and to a certain extent, Japan, are some of the few notable exceptions, where local products are more preferred.

Over the last two observations, the average ad spending per internet user is forecast to significantly increase in all segments. The trend observed from 2018 to 2028 remains consistent throughout the entire forecast period. There is a continuous increase in the indicator across all segments. Notably, the Search Advertising Desktop segment achieves the highest value of ****** U.S. dollars at 2028. The Statista Market Insights cover a broad range of additional markets.

Significant fluctuations are estimated for all segments over the forecast period for the ad spending. The ad spending decreases only in the segment Print Advertising towards the end of the forecast period, while the remaining segments follow a positive trend. The absolute difference between 2020 and 2030 is ****** million U.S. dollars. Find further statistics on other topics such as a comparison of the reach in Brazil and a comparison of the ad spending in Hungary. The Statista Market Insights cover a broad range of additional markets.

As of early 2018, the average CPC for legal AdWords on Google Display Network amounted to 0.72 U.S. dollars, whereas the same keywords on search cost 6.75 U.S. dollars per click, becoming the most expensive keyword on Google Search Network in the measured period. In comparison, the second spot belonged to finance & insurance keyword which cost half as much. How much does Google make on advertising? Google search advertising is the largest source of revenue for the company as it accounts for roughly 70 percent of total profits. In 2018, Google generated more than 96 billion U.S. dollars through its search properties. In the same period, Google network properties, including AdMob, AdSense and AdManager generated close to 20 billion U.S dollars, bringing in total ad revenues of 116 billion in 2018. It makes for quite an impressive result taking into account that the entire Google segment of Alphabet brought in slightly over 136 billion dollars in total revenue that year.

In the fiscal year 2023, Google India's revenue amounted to nearly ** billion Indian rupees. Although a slight decline from the previous year, the revenue continued to reflect an immense recovery from the pandemic years. Google India's derives its revenue from three segments - ad space resale, enterprise product sales, and providing IT services. What made the revenue slip to such a low? To understand this, it is important to note that Google’s advertising revenue is the biggest contributor to its overall revenue. And while Google is the undisputed leader in India’s mobile search engine market, its biggest cash cow- Google AdWords, is registered under the Google Asia Pacific division. As such, the profits from AdWords cannot be filed as part of the Indian division without being taxed. This is mainly owing to the newly imposed accounting standards in India, aimed at providing more transparency in the way technology companies report their financial results. Why India Inc. matters This certainly comes as a blow to the company since India is one of the fastest growing digital ad markets, expected to be worth almost *** billion rupees by fiscal year 2024. But the tech giant is poised to expand its niche from advertising to other future-driven products including digital payments, cloud computing and more, for which India serves as a fertile testing ground.

The highest clickthrough rate on Google Display Network - 1.08 percent - belongs to real estate advertising. For Google Search Network, dating and personals ads have the highest CTR, reaching 6.05 percent. The difference between Google’s Display Network (GDN) and Search Network is that the former offers placement of display ads on numerous websites, while the latter is dedicated to text advertising appearing alongside search engine results. What about mobile search advertising?
With the internet becoming more accessible via mobile devices, search advertising is adapting to this format as well, but mobile CTRs in Google AdWords are a bit different. The highest mobile rates on Search Network are attributed to travel and hospitality ads and hair salon advertising has the highest CTR on the Display Network. How popular is Google among users and advertisers?
In certain countries, Google is widely used, as proven by the high share of desktop search traffic originating from the search engine. In Brazil, India, Spain, Australia, Germany, France and Italy Google commands over 90 percent of the search traffic. When it comes to advertising, Google is definitely the leader when compared to other major players in the market. In fact, its advertising revenue was roughly eight times higher than that of its closest competitor, Baidu.

Digital advertising left other marketing types such as TV, newspaper and radio in its wake in the Netherlands. Digital ad spending outperformed other media types in 2020. The source mentions that search was the biggest category within online advertising. Expenditure on paid search was expected to grow between 2020 and 2023.

Which platforms are used for digital advertising?

In 2019, Google AdWords and LinkedIn received the most attention from marketers targeting a B2B audience. The paid use of Google AdWords did decrease, however, whereas LinkedIn ads increased. No explanation was given for this development, but this might have to do with LinkedIn’s reach in the Netherlands.

How many online ads in the Netherlands are sold programmatically?

In the Netherlands, some online advertising is sold via so-called programmatic exchanges. Programmatic ad buying concerns the use of software to purchase digital advertising. This is opposed to the use of human ad buyers and salespeople, as programmatic advertising tries to remove humans from the process of purchasing advertisement space. In 2021, the revenue of advertising sold via these exchanges was expected to increase to approximately *** million euros.

As of January 2025, Amazon's market capitalization surpassed 2.4 trillion U.S. dollars, making it the most valuable internet company by market capitalization worldwide. Second-ranked Alphabet had a market capitalization of approximately 2.2 trillion U.S. dollars. Social networking company Meta Platforms (née Facebook Inc.) ranked third. Facebook is the leading social network worldwide and has successfully taken advantage of the increasingly mobile online environment. Amazon's position in the market Amazon is one of the biggest internet companies worldwide by revenue. It generates profit from its position as the world's largest online retailer. In 2023, the company's net sales revenue amounted to 574.78 billion U.S. dollars. The e-commerce giant's net revenue, generated through online stores, was 231.87 billion U.S. dollars. Google and its most profitable services Google, with the parent company Alphabet inc, generates its revenue mainly from advertising. The company uses its advertisement services, such as Google AdWords – which takes advantage of Google searches and appears as small advertisements next to search results – and Google AdSense, which generates advertisements based on a user's search history and location, among others. Advertisements based on AdSense appear across Google-owned sites, including YouTube and Google Finance. The online company also profits from the development of Android OS, licensing, and mobile apps. In 2024, Google’s total revenue amounted to 348.16 billion U.S. dollars.