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Search Ad Spending Forecast and Trends H1 2023

ChatGPT and Social Search Will Disrupt Market Dynamics

About This Report
Generative AI is poised to reshape the search advertising market. With a significant first-mover advantage, will Microsoft grow its share of search ad budgets? How can advertisers stay ahead of the curve?
Table of Contents

Report Snapshot

In the span of about six months, generative AI has burst onto the scene just as Google’s growth has started to plateau. With retail media and social networks also competing for search advertising dollars, brands face a more diverse search landscape than ever before.

Key Question: Which players will see the biggest gains in search ad spending over the next few years?

KEY STAT: Microsoft’s US search ad revenues will grow more than three times as fast as Google’s this year, and by 2025, Microsoft’s share of the nonretail search ad market will be nearly 9%.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Report Snapshot
    2. This year, advertisers will grow their search investments slower than they have in more than a decade.
    3. Search’s share of digital ad dollars will inch downward.
    4. Growth in search ad spending is driven by RMNs—not traditional search engines.
    1. Apple and Microsoft are encroaching further onto Google’s turf.
    2. Google’s search ad revenues are slowing to a crawl as it faces stiff competition for tighter budgets.
    3. TikTok and Instagram are gaining momentum as search touchpoints with consumers and advertisers.
    4. How can advertisers stay ahead of the curve in search?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Michael Cohen
    Horizon Media
    Executive Vice President, Performance Media
    Interviewed April 13, 2023
    Katie Driggs
    Director, Media
    Interviewed April 12, 2023
    Aaron Levy
    Vice President, Paid Search
    Interviewed April 10, 2023


    Evelyn Mitchell


    Chris Keating
    Director, Research
    Jennifer Merritt
    Vice President, Content
    Peter Newman
    Senior Forecasting Analyst
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst
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