Vendor reportDreamdata, 2026

Non-branded Google Search clicks got 29% more expensive for B2B advertisers in under a year, rising from $4.13 to $5.34

Channel validation

Non-branded Google Search ad costs: average cost per click (CPC) for non-branded Google Search ads (USD)

Non-branded Google Search ad costs: average cost per click (CPC) for non-branded Google Search ads (USD)
Period	CPC (USD)
Aug 24	$4.13
Jul 25	$5.34

Reader Note:: The window is August 2024 to July 2025 — eleven months — and the report's own figure for the change is 29.36%. Click-through rate fell 26% over the same window, so the two move against the advertiser together: fewer clicks per impression, each one dearer. These are Dreamdata customers who agreed to benchmark use, a set already investing in attribution, so this describes their accounts rather than B2B search generally.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Aggregated data from thousands of Dreamdata B2B customers, covering 66+ million sessions and 3.5+ million customer journeys; only companies that agreed to benchmark use were included, and accounts needed minimum spend.

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Comparing yourself against a similar segment, and choosing what to test next.

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Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

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Non-branded Google Search clicks got 29% more expensive for B2B advertisers in under a year, rising from $4.13 to $5.34

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