Strong brands win when clicks cost more
A new study from Dreamdata shows non-branded Google Search Ads have become a lot more expensive and less effective in just 12 months:
→ Cost-per-click is up 29% (averaging $5.34)
→ Click-through rates are down 26% (just 4.04%)
So what’s actually happening? Google’s ad landscape is shifting fast. Rising costs and lower engagement mean businesses are paying more but seeing less return. And yet, many are still spending nearly half their digital budget on search ads.
If you are getting the same results as last year, you’re technically already ahead by 29%. But standing still is really the same as falling behind.
This is where a bigger picture matters. Brand awareness and authenticity are now more important than ever. If fewer people are clicking on ads, your brand needs to be recognised, trusted and remembered before the click even happens.
And it’s not just about search. Syndicating your content through email marketing, social media, and other channels means your message is reinforced across the whole customer journey. Every touchpoint adds up.
At Dilate, we refer to this as a full-funnel approach. It ensures your marketing is resilient, efficient, and future-proofed against changes like this.
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This is taken from the weekly email written by one of our directors, Roberto Boi. Every Thursday he shares observations, ideas and perspectives from the work we’re doing day to day at Dilate. If you’d like to get it delivered straight to your inbox, you can sign up here.
