Research consistently shows that a large majority of users scroll past paid ads on Google, with estimates suggesting 70–80% of people ignore sponsored listings and focus on organic search results instead.
Key Insights on Search Behaviour and Ad Performance:
- Ad Blindness: Many users exhibit “ad blindness,” instinctively bypassing paid placements to reach the natural, unpaid results.
- Preference for Organic Results: Around 70–80% of searchers choose organic links over ads when deciding what to click.
- Click-Through Rates (CTR): Organic listings outperform ads significantly. The top organic result can capture about 27.6% of clicks, while leading search ads typically achieve only 4–6% CTR, depending on the industry.
- Importance of Page One: Roughly 75% of users never go beyond the first page, making top placement critical for both paid and organic strategies.
- Paid Ad Performance: The first three ads account for nearly 46% of paid clicks, yet overall organic traffic opportunities are estimated to be 20 times greater than paid search.
- User Motivation: Many users aren’t necessarily opposed to ads—they simply trust organic results more, viewing them as relevant and credible.
Bottom line: While Google Ads can deliver quick visibility, user behaviour strongly favours scrolling past ads to engage with organic search results.
Talk to us today about our Lead Generation service which is built to supercharge your Google listing, helping your business to be found then chosen more often.
Noticed a drop in your website traffic? If so, you’re not alone.
Be Discoverable. Be the Preferred Choice. In today’s digital landscape, visibility is everything - and selection follows discovery. Read more...
Business marketing is not just a tool to boost sales when times are slow - it’s an essential part of maintaining the health and visibility of your business.
