Here’s a sobering statistic that might make you rethink your advertising strategy: 94% of users skip search ads completely. They scroll right past those top results marked “Sponsored” and head straight for the organic listings below. That means only 6 out of every 100 people even consider clicking your carefully crafted search ads.
The numbers get worse for video. 90% skip video ads on platforms like YouTube the instant that skip button appears. You’ve got exactly five seconds to hook someone before they’re gone, and most advertisers don’t even come close. The younger your audience, the more ruthless they are – 99% of Gen Z reportedly skips ads when given the option, with 63% using ad blockers altogether.
Speaking of ad blockers, approximately 31% of global internet users now use them, essentially making themselves invisible to your display campaigns. That’s nearly half your potential audience who’ll never see your banner ads, no matter how much you spend or how well you target them.
Our clients at Ronin often ask if these statistics mean Google Ads management is pointless. Absolutely not – but it does mean you need to be smarter about it. Those 6% who do click on search ads? They’re often the most motivated buyers, actively looking for solutions right now. Quality beats quantity every time in digital marketing.
What we’ve observed at Ronin is that success comes from accepting these realities and working with them. Make your ads so relevant and compelling that you capture that small percentage who do engage. Use SEO to dominate organic results where 94% of clicks happen. Diversify with social media marketing and content marketing to reach audiences in different ways.
The key insight? Don’t fight user behaviour – adapt to it. Create ads that answer specific questions, solve immediate problems, and offer genuine value. Focus on commercial intent keywords where that 6% click rate might represent serious buyers. And always remember that even though most people skip ads, the ones who don’t are often your most valuable customers. A professional marketing strategy recognises these patterns and maximises returns despite them.
