Advertiser study · Search & AI · Nov 2026

Who advertises on Google?

A study of 386,826 company websites with the Google Ads tag. We look at who they are, the other advertising platforms they use, and how they break down by sector, size and geography.

An observed sample, not a global advertiser count. Tag installation indicates measurement setup; it does not establish active spending.

Who over-indexes

29%of Hotels, Lodging & Travel sites carry the Google Ads tag, against 16% across the panel.

Channel mix

2 of 14major ad channels for the median Google advertiser; 36% run Google and nothing else.

1,265,518
company websites analysed: 386,826
domains with the Google Ads tag: #1
of 14 ad platforms: 29%
headquartered in United States

Where Google ranks

Share of the 463,323 sites in our tag-manager panel with each platform’s tag. Google appears on 380,504 of these sites. Snapshot: 1 Nov 2026.

Major ad channels

Google Ads82%
Meta Ads41%
LinkedIn Ads25%
Microsoft Ads14%
TikTok Ads6.2%
ChatGPT Ads (OpenAI)3.9%
Reddit Ads3.3%
X Ads3.1%
Pinterest Ads2.6%
The Trade Desk2.3%
Snapchat Ads1.6%
Spotify Ads0.7%
Quora Ads0.5%
Nextdoor Ads0.2%

Who is most likely to advertise on Google

The share of company websites in each segment with the Google Ads tag, out of 2,165,450 company websites we scanned. The tick is the overall average (16%).

Sites in the segment with the Google Ads tagPanel average (16%)

% of company websites, by sector (highest)

Hotels, Lodging & Travel29% · 1.8×
Personal & Household Services28% · 1.8×
Retail (physical / general)26% · 1.7×
SaaS / Cloud26% · 1.6×
Pet Services25% · 1.6×
Banking24% · 1.5×
Medical Practices & Clinics24% · 1.5×
Enterprise Software24% · 1.5×
Wellness, Fitness & Alternative24% · 1.5×
Automotive & Mobility Manufacturing24% · 1.5×

Least likely: Research & Think Tanks (5.1%), Government & Public Sector (6.4%) and Civic, Religious & Membership (6.5%).

% of company websites, by company size

16.5% · 0.4×
2–1011% · 0.7×
11–5016% · 1.0×
51–20020% · 1.3×
201–50020% · 1.3×
501–1,00021% · 1.4×
1,001–5,00023% · 1.4×
5,001–10,00022% · 1.4×
10,001+19% · 1.2×

% of company websites, by HQ country

Brazil23% · 1.5×
Finland23% · 1.4×
Belgium22% · 1.4×
Sweden21% · 1.3×
United States20% · 1.2×
Canada18% · 1.1×
Netherlands18% · 1.1×
Australia18% · 1.1×
Mexico18% · 1.1×
Switzerland17% · 1.1×
Greece16% · 1.0×
South Africa16% · 1.0×

How many channels Google advertisers run

How many of the 14 major ad channels each site runs, Google included: the 342,726 sites with the Google Ads tag against all 491,552 panel sites that run at least one. Median: 2 vs 2. 36% run Google as their only major channel.

Google advertisersAll advertisers in the panel

Major ad channels per site

1 channel36% · 49%
2 channels32% · 27%
3 channels18% · 13%
4 channels8.0% · 5.9%
5 channels3.6% · 2.6%
6+ channels3.0% · 2.2%

Who advertises on Google

Each bar is shown against the same group’s share of all the sites we analysed (the tick), since our sample leans B2B. Above the tick means over-represented among Google advertisers. Sector and business-model categories can overlap.

Google advertisersShare among all sites we analysed

By sector

IT Services & Consulting6.9% · 7.6% · 0.9×
Industrial Machinery & Equipment5.7% · 5.5% · 1.1×
Management & Strategy Consulting5.4% · 7.7% · 0.7×
SaaS / Cloud5.0% · 3.5% · 1.4×
Advertising & Media Agencies4.9% · 5.2% · 0.9×
Events & Experiences4.8% · 3.9% · 1.3×
Construction & Contracting4.7% · 5.9% · 0.8×
Training, Coaching & Vocational4.6% · 4.8% · 1.0×
Enterprise Software4.6% · 3.6% · 1.3×
D2C / Consumer Brands4.5% · 2.5% · 1.8×

By business model

B2B58% · 58% · 1.0×
Agency / Services34% · 39% · 0.9×
B2C23% · 19% · 1.2×
SaaS18% · 15% · 1.2×
Manufacturer16% · 17% · 1.0×
Enterprise / Sales-led15% · 17% · 0.9×
Distributor / Wholesale7.9% · 8.5% · 0.9×
D2C6.6% · 5.2% · 1.3×

By company size (employees)

10.6% · 1.5% · 0.4×
2–1020% · 29% · 0.7×
11–5039% · 38% · 1.0×
51–20023% · 19% · 1.2×
201–5008.2% · 6.5% · 1.3×
501–1,0003.7% · 2.8% · 1.3×
1,001–5,0003.4% · 2.5% · 1.4×
5,001–10,0000.6% · 0.4% · 1.3×
10,001+0.6% · 0.5% · 1.2×

By headquarters country

United States29% · 24% · 1.2×
India9.0% · 9.7% · 0.9×
United Kingdom8.3% · 9.1% · 0.9×
Brazil7.5% · 5.4% · 1.4×
France5.1% · 7.1% · 0.7×
Netherlands4.7% · 4.3% · 1.1×
Canada4.2% · 3.8% · 1.1×
Australia3.6% · 3.3% · 1.1×
Spain3.6% · 3.8% · 0.9×
Germany3.6% · 4.2% · 0.8×

Which advertising audiences overlap most?

Sites with the Nextdoor Ads tag are 1.1× as likely to carry the Google Ads tag as the average site in our panel. This is a snapshot of overlap, not a measure of adoption speed.

Sites with both platforms’ tagsFull-panel average (82.1%)

Nextdoor Ads91% · 1.1×
Spotify Ads90% · 1.1×
ChatGPT Ads (OpenAI)89% · 1.1×
Quora Ads88% · 1.1×
Reddit Ads87% · 1.1×
Snapchat Ads87% · 1.1×
TikTok Ads86% · 1.1×
Microsoft Ads85% · 1.0×
Pinterest Ads85% · 1.0×
The Trade Desk84% · 1.0×
X Ads83% · 1.0×
Meta Ads75% · 0.9×
LinkedIn Ads74% · 0.9×

The companies behind the tags

40 matched company profiles, ordered by LinkedIn following. Inclusion indicates a detected tag, not a confirmed active campaign.

Company	Industry	Size	HQ
Deloitte deloitte.com	Management & Strategy Consulting	10,001+	United States
Nestlé nestle.com	Food & Beverage (CPG / manufacturing)	10,001+	Switzerland
Wipro wipro.com	IT Services & Consulting	10,001+	India
Johnson & Johnson jnj.com	Pharmaceuticals	10,001+	United States
HCLTech hcltech.com	IT Services & Consulting	10,001+	India
Capgemini capgemini.com	IT Services & Consulting	10,001+	France
Procter & Gamble pg.com	Beauty & Personal Care	10,001+	United States
Crossover crossover.com	HR, Staffing & Recruiting	5,001–10,000	United States
Vagas.com vagas.com.br	HR, Staffing & Recruiting	51–200	Brazil
Salesforce salesforce.com	Enterprise Software	10,001+	United States
World Health Organization who.int	Public Health	5,001–10,000	Switzerland
Genpact genpact.com	Business Support & BPO	10,001+	United States
UNICEF unicef.org	Nonprofits & NGOs	10,001+	United States
World Economic Forum weforum.org	Nonprofits & NGOs	501–1,000	Switzerland
Insight Global insightglobal.com	HR, Staffing & Recruiting	10,001+	United States
GE ge.com	Aerospace & Defense	10,001+	United States
Sanofi sanofi.com	Pharmaceuticals	10,001+	France
Novartis novartis.com	Pharmaceuticals	10,001+	Switzerland
bp bp.com	Oil, Gas & Mining	10,001+	United Kingdom
Boeing boeing.com	Aerospace & Defense	10,001+	United States
Concentrix concentrix.com	Business Support & BPO	10,001+	United States
Banco Bradesco banco.bradesco	Banking	10,001+	Brazil
Petrobras petrobras.com.br	Oil, Gas & Mining	5,001–10,000	Brazil
Hewlett Packard Enterprise hpe.com	IT Services & Consulting	10,001+	United States
ManpowerGroup manpowergroup.com	HR, Staffing & Recruiting	10,001+	United States
SGS sgs.com	Engineering & Technical Services	10,001+	Switzerland
TP tp.com	Business Support & BPO	10,001+	France
SLB slb.com	Oil, Gas & Mining	10,001+	United States
GE Vernova linktree.com	Renewable Energy & Cleantech	10,001+	United States
Uber uber.com	Passenger Transport & Mobility	10,001+	United States
Mercado Libre careers-meli.mercadolibre.com	Ecommerce & Online Retail	10,001+	Argentina
Lockheed Martin lockheedmartin.com	Aerospace & Defense	10,001+	United States
CNN cnn.com	Broadcasting & Streaming	1,001–5,000	United States
Starbucks starbucks.com	Restaurants & Food Service	10,001+	United States
Axis Bank axis.bank.in	Banking	10,001+	India
GE HealthCare gehealthcare.com	Medical Devices & Diagnostics	10,001+	United States
Luxoft luxoft.com	IT Services & Consulting	10,001+	Switzerland
TechCrunch techcrunch.com	Publishing & News	51–200	United States
GeeksforGeeks geeksforgeeks.org	EdTech & E-Learning	201–500	India
Colgate-Palmolive colgatepalmolive.com	Beauty & Personal Care	10,001+	United States

Get the complete list of 380,594 Google Ads advertisers

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Google advertisers: common questions

Is this the total number of Google advertisers?

No. We detected the Google Ads tag on 386,826 domains among 1,265,518 company websites analysed. This is an observed sample of companies and startups, not an estimate of the platform's whole advertiser base.

Which advertisers are most likely to also use Google?

In our comparison panel, 91% of sites with the Nextdoor Ads tag also carry the Google Ads tag, against 82.1% of the full panel. Next come Spotify Ads (90%), ChatGPT Ads (OpenAI) (89%) and Quora Ads (88%).

Which companies use Google for advertising?

They include Deloitte, Nestlé, Wipro, Johnson & Johnson and HCLTech. The table on this page lists more.

How does Google compare to other ad platforms?

Within our 463,323-site tag-manager panel, Google ranks #1 of 14 major ad platforms by detected sites — ahead of Meta Ads, LinkedIn Ads, Microsoft Ads, TikTok Ads and ChatGPT Ads (OpenAI).

Which industries are most likely to advertise on Google?

In our tag-manager panel, Hotels, Lodging & Travel (29% of sites), Personal & Household Services (28% of sites) and Retail (physical / general) (26% of sites) are the most likely to carry the Google Ads tag, against 16% of all matched sites. The least likely are Research & Think Tanks (5.1%) and Government & Public Sector (6.4%).

How many other ad channels do Google advertisers use?

The median site with the Google Ads tag runs 2 of the 14 major ad channels we track (including Google), against 2 for the median site that runs any of them. 36% use Google as their only major channel.

How we built the sample. Across 1,265,518 websites analysed, we identified 380,504 domains through tag managers and 13,761 through live-site detection. Removing 7,439 overlapping domains gives 386,826 detected domains.

How the comparison works. Rankings and platform overlap use the same 463,323-domain tag-manager panel. They exclude detections found only through live-site scans. Company profiles are matched by domain; a company may have multiple domains.

Adoption by segment and channel mix. These cover every company website we scanned, matched to its company profile; a platform counts if we found its tag in the site’s tag manager or live on the page. Tag-manager containers shared across many unrelated sites (store builders, parked domains) count only for their owner. Sites on hosted builders (Shopify, Wix, Squarespace, Salla and similar) are left out of these two views, because their built-in ad integrations add pixels we can’t observe. Sector is each company’s primary sector; segments need at least 300 sites.

What this cannot tell us. A tag may be installed without an active campaign. These observations do not measure spending, impressions or global market share. The sample reflects our company coverage and is not a random sample of all websites.

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