Key figures
| Metric | Value | Note |
|---|---|---|
| Search Ad Spend | $8.5 billion | Up 10% year-over-year |
| Organic Traffic Share | 56% | Of total website traffic |
| Local Search Usage | 84% | Of mobile searches have local intent |
| SEO Investment | $4 billion | Estimated spend on SEO services |
| Voice Search Adoption | 39% | Of internet users use voice search |
Search engines are a primary tool for Canadians seeking information and products, driving substantial search ad investment and organic traffic. Local search queries are particularly prevalent on mobile devices.
Overview
Search advertising continues to be a key pillar of digital marketing in Canada, accounting for a significant portion of ad budgets. Businesses also invest in SEO to enhance their organic search presence and capture valuable user intent.
Breakdown
- Search Advertising Landscape: Dominated by Google Ads, with increasing use of shopping ads.
- SEO Strategies: Emphasis on high-quality content, mobile optimization, and technical SEO.
- Local Search Importance: Businesses focus on optimizing Google Business Profiles for local visibility.
Outlook
Search and SEO spend in Canada is expected to rise in 2026, driven by evolving search algorithms and the increasing sophistication of AI in search advertising. Local search optimization will remain crucial for businesses targeting nearby customers.
Sources: industry surveys, platform filings, and modeled estimates for 2026