Search ad spending is generally resilient in the face of significant economic disruption, thanks to its ability to deliver on outcomes. While a substantial decrease in business and consumer confidence would dent spending, we expect search ad spending to post meaningful growth this year, even in a heavy tariff scenario.

Key Question: How will advertisers’ approach to search ad spending change in response to tariffs?

Key Stat: A heavy tariff regime would reduce our 2025 US search ad spending estimate by more than $10 billion.

This report can help you develop media strategy and allocate budget for campaigns (brands and agencies)

In this report, we model three potential outcomes for US search ad spending, based on the severity of tariffs, to show how ad spending could shift.