US Search Ad Spending 2022

A Tried and True Lower-Funnel Tactic Thrives Amid Uncertainty

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.


  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.

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.

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    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

    Interviewed for This Report

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

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    Evelyn Mitchell


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

    "Behind the Numbers" Podcast