PPC Survey: AI top priority but concerning, Google Ads trust down

The findings cover search marketers’ largest concerns, top priorities, spend data, automation insight and a wealth of information about the most pressing trends in paid search. AI and automation was named as the biggest priorities for search marketers this year. In 2024, 72% of search marketers have prioritized achieving efficient growth as their main goal. Advertising budgets are mostly increasing, with 12 out of 23 campaign types expecting rises, notably on Google Ads and Meta platforms. This is because most advertisers benefit from exact match, whereas a much smaller portion of advertisers require expansion beyond Google Search.