Vendor reportDreamdata, 2026

Click-through rate on non-branded Google Search ads for B2B fell 26% in under a year, from 5.47% to 4.04%

Channel validation

Non-branded Google Search ad costs: average click-through rate (CTR) for non-branded Google Search ads (%)

Non-branded Google Search ad costs: average click-through rate (CTR) for non-branded Google Search ads (%)
Period	CTR (%)
Aug 24	5.47%
Jul 25	4.04%

Reader Note:: The window is August 2024 to July 2025, and the report's own figure for the change is -26.16%. Cost per click rose 29% over the same window, from $4.13 to $5.34, so advertisers paid more for each of fewer clicks. These are Dreamdata customers who agreed to benchmark use rather than a sample of B2B search advertisers. The report is titled 2026 but this comparison runs across 2024 and 2025.
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.

Not for

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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11.4%

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)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

Click-through rate on non-branded Google Search ads for B2B fell 26% in under a year, from 5.47% to 4.04%

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