Key figures
| Metric | Value | Note |
|---|---|---|
| Search Ad Spend | €6.4 billion | |
| Organic Traffic Share | 61.5% | of website traffic |
| Local Search Usage | 73.0% | of internet users |
| SEO Spend | $2.7 billion | |
| Search Engine Market Share | Google 95.5% |
Overview
Search engines are a primary tool for Polish consumers seeking information, products, and services online. Both paid search advertising and organic search optimization are crucial for businesses.
Breakdown
- Search Ad Spend by Device (2026): Mobile €4.2B, Desktop €2.2B
- Top Search Queries: Product information, Local services, Prices, Contact details
- Local Search Impact: 83% of local searches lead to a visit or call
Outlook
Search ad expenditure in Poland is projected to grow steadily, driven by the channel's effectiveness in reaching consumers with high purchase intent. Continued investment in SEO will be essential for businesses to maintain organic visibility in a competitive market.
Sources: industry surveys, platform filings, and modeled estimates for 2026