Where are SEM Agencies Spending their PPC Budgets?

To help your agency decide how to divvy up the budget, Acquisio asked agency executives from around the world where they were spending their budgets and what was holding them back from advertising more with certain ad publishers. 

While there are no real surprises in terms of where agencies spend most of their money – with 86% of agencies supporting Google AdWords – what was significant what what we found in terms of publisher weaknesses.

Publisher Weaknesses

We sent a survey to more than 6000 agencies asking what was holding them back from spending more on AdWords, what was holding them back from spending more on Bing Ads and the same for Facebook, Linkedin and several other important ad publishers.

We left an open field for agency executives to share their responses without limitation, and rather than getting a tsunami of diverse responses, somewhat miraculously (given how dicey open field questions can be) we found that for each ad publisher there was one primary reason – which surpassed all other responses by a significant margin – as to why agencies do not want to invest more.


In the infographic below we share what percent of agencies advertise on each publisher and reveal the top reasons agencies would not invest their budget (or much of their budget) in each ad publisher.

If you want more information about our survey or a more indepth analysis of what was holding agencies back from advertising more on each ad publisher, download the full ebook here.

Jillian Zacchia

Jillian Zacchia

Jill is a professional writer, editor and social media procrastinator. With a degree in Literature and Communications from McGill, she started her journalism career writing about lifestyle and entertainment for teen magazines, and after dabbling with wedding and travel writing she began the transition towards content creation for start ups, marketing and tech companies.

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