WHITO GLOSSARY · MEASURED DEFINITIONS
Paid ads shown against search queries. UK search adspend reached £17.9 billion in 2025, 44% of all digital ad spend, and over 200,000 UK firms spent more than £10 billion on Google search ads in 2024.
The number: UK PPC Statistics.
What it means in practice
Search ads buy intent, which is why they cost real money and why 200,000 UK firms pay it. The mistake is treating them as a tap you can leave running unwatched.
Set the budget from your break-even cost per lead, review search terms monthly, and never let the platform’s recommendations spend for you.
Whito stage: Build. Buy this once the foundations are set, not before.
The numbers to hold onto
- UK search adspend reached £17.9 billion in 2025, 44% of all digital ad spend. UK PPC Statistics.
- Most UK small businesses pay £1.50 to £2.50 a click. UK PPC Costs.
- Management on top runs £200 to £3,000 a month published. UK Marketing Cost Calculator.
Where to go next
Related: SEO day rate, SEO retainer, PPC management fee