US Search Ad Spending 2022

A Tried and True Lower-Funnel Tactic Thrives Amid Uncertainty

Report by Evelyn Mitchell  | Sep 12, 2022
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Table of Contents
Executive Summary
Key Points
Search Is Steady as She Goes
Regulators, Competition Appear Closer in Google’s Rearview Mirror
Leveraging Search in the Era of Uncertainty
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
It’s not the fastest-growing channel, but paid search is still a vital component of the digital advertising ecosystem, especially as privacy changes and a potential recession put ad budgets in jeopardy.
Topics
Search Ad Spending
US
Table of Contents
Executive Summary
Key Points
Search Is Steady as She Goes
Regulators, Competition Appear Closer in Google’s Rearview Mirror
Leveraging Search in the Era of Uncertainty
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

These days, search advertising is anything but the shiny new penny. While other formats may claim rising star status, paid search is a bedrock, accounting for more than a quarter of total media spending between general search and the ecommerce channel.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will US advertisers spend on search advertising this year?
  2. Which players will shape the search marketplace over the next few years?
  3. How will paid search fare in challenging macroeconomic conditions?

WHAT’S IN THIS REPORT? Our latest forecast for search ad spending in the US, along with analysis of market dynamics as Google contends with competition from Amazon and others.

US Search Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)
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KEY STAT: Next year, search ad spending will maintain double-digit growth to reach $111.80 billion—twice what was spent on the format in 2019.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

14charts

Reliable data in simple displays for presentations and quick decision making.

6expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Search Is Steady as She Goes
    1. Regulators, Competition Appear Closer in Google’s Rearview Mirror
    2. Leveraging Search in the Era of Uncertainty
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    US Search Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)US Digital Ad Spending Share, by Format, 2019-2026 (% of total digital ad spending)
    How Has Our US Search Ad Spending Forecast Changed? (billions, 2020-2026)Actions Taken by US Internet Users After Seeing an Ad, by Format, March 2022 (% of respondents)
    US Search Ad Spending Share, by Device, 2019-2026 (% of total search ad spending)Search Ad Spending Share Worldwide, by Format, Q2 2021-Q2 2022 (% of total search ad spending)
    US Google Search Net Ad Revenues, 2019-2024 (billions, % change, and % of total Google ad revenues)US Net Search Ad Revenue Share, by Company, 2019-2024 (% of total search ad spending)
    US Ecommerce Channel Search Ad Spending, 2019-2026 (billions, % change, and % of search ad spending)US Amazon Net Search Ad Revenues, 2019-2024 (billions, % change, and % of total Amazon ad revenues)
    Channels Where US Internet Users Begin to Research Products Online, Compare Prices, and Look Up Products, Oct 2020 & March 2022 (% of respondents)Apple Net Ad Revenues in the US, 2019-2024 (billions, % change, and % of total search ad spending)
    US TikTok Net Ad Revenues, 2021-2024 (billions, % change, and % of digital ad spending)What Channels Did US Advertising Professionals Pause/Pull Ad Budget From Due to Supply Chain Disruptions? (% of respondents, April 2022)

    Interviewed for This Report

    Eric Haggstrom
    Advertiser Perceptions
    Director of Forecasting
    Interviewed August 2, 2022
    Aaron Levy
    Tinuiti
    VP, Paid Search
    Interviewed August 9, 2022
    Christine Merrifield-Wehrle
    Crossmedia
    Head of Investment
    Interviewed August 12, 2022
    Nicole Perrin
    Advertiser Perceptions
    VP, Business Intelligence
    Interviewed August 2, 2022
    Mike Seiler
    Mindshare
    Group Director, Paid Search
    Interviewed August 15, 2022
    Prerna Talreja
    Crossmedia
    Managing Director, Digital Activation
    Interviewed August 12, 2022

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    authors

    Evelyn Mitchell

    Contributors

    Peter Newman
    Senior Forecasting Analyst
    Chuck Rawlings
    Senior Researcher
    Lauren Ruhlen
    Researcher
    Paul Verna
    Principal Analyst
    Max Willens