The impact of tariffs on PPC Performance in Google Ads

Tariffs on imports are affecting your PPC performance, sending ripples through global markets. Supply chains are tightening. Pricing models are shifting. And consumer behavior is evolving rapidly faster than many advertisers can track.

When the market moves this fast, having visibility into your PPC market position isn’t just useful, it’s mission-critical. A few points lost or gained can make or break your performance in Google Ads.

That’s exactly what Adthena’s PPC Market Share Reports deliver. Instant clarity on your competitive position, your biggest threats, and your best opportunities.

When macroeconomic forces like tariffs cause ripple effects across digital auctions, you must understand your position across the paid market landscape.

In Google Ads, performance isn’t measured in isolation. Tariffs have reshaped competitive strategies in many industries, including retail, auto, and electronics.

The only way to stay ahead is to understand how these changes impact your share of visibility, clicks, and spend. Only then can you respond with clarity and confidence.

With Adthena’s Market Share Reports, you’ll be able to answer questions like:

• Are you winning more clicks and impressions than your competitors?
• Is your share of ad spend growing or declining compared to the market?
• Which brands are gaining momentum, and which are losing ground?

By benchmarking your performance against others in your category, you can spot gaps, uncover opportunities, and avoid falling behind. In highly competitive industries, even small shifts in strategy, creative, or budget allocation can lead to significant changes in market share.

Accessing your market insights shouldn’t be complicated, timely, or cumbersome. With just a few clicks, you can instantly uncover your PPC Market Share Report – no form fills required.

You can dive straight into the data and start analyzing, giving your team the freedom to react, plan, and optimize faster than ever.

By leveraging Adthena’s Whole Market View and GenAI assistant, the report analyzes recent trends in Google Ads across hundreds of global sub-industries, focusing on the last month’s data.

This powerful search intelligence helps uncover key metrics that give you a clear picture of your performance compared to competitors.

With coverage across hundreds of global sub-industries, whether in automotive, retail, finance, healthcare, or travel, you can find tailored insights specific to your sector.

You’ll find insights on:

• Top 10 competitors by Share of Clicks
• Top 10 competitors by Share of Spend
• Competitor Count of advertisers bidding
• Top 10 biggest industry movers
• Top 10 competitors by Share of Impressions
• Top-performing ads

Now, let’s dive deeper into these insights, with clear examples of how tariffs are reshaping Google Ads auctions, to see how they can help you optimize your Google Ads performance.

See which brands are winning the most clicks in your category. A higher share of clicks means stronger visibility and user engagement, which is critical for driving conversions and growing market presence.

In March, CarGurus surged to 12.41% share in the U.S. auto sector, overtaking Autonation. As U.S. tariffs reshaped auto imports, consumers shifted their searches – and the click share followed.

Understand how your ad spend compared to the competition. Are you investing enough to compete effectively? Or are you overspending without gaining enough traction? This metric helps you optimize budgets for maximum impact.

In the UK, carwow.co.uk took the lead in auto spend, with CarGurus closing in quickly towards the end of the month. Volatile spend patterns reveal stress in the auction. When costs fluctuate due to external market forces like tariffs, knowing how others adjust can help you recalibrate more effectively.

Track your share of total impressions to measure how often your ads appear relative to competitors. Falling behind here could mean lost opportunities for brand awareness and lead generation.

In U.S. retail electronics, Amazon began March strong at 19%, but fell to 11% as Walmart and Best Buy seized share. Shifting product pricing due to tariffs on electronics imports likely played a major role here.

Discover the top 10 brands that are gaining or losing ground. Keeping an eye on movers and shakers helps you stay agile, whether that means responding to a rising challenger or capitalizing when a major player stumbles.

T-Mobile surged to 8% share in U.S. telecom, while Boost Mobile and Verizon lost ground. These are clear signs of reallocation in response to macroeconomic changes.

Know exactly how many brands you’re against in your paid search category. More competitors often mean a more aggressive environment, while fewer could signal an opportunity to dominate the space.

Analyze the ad copy strategies your competitors are using. Understand messaging trends, spot creative gaps, and find ways to differentiate your brand to stand out in a crowded market.

Now that you know the importance of monitoring your PPC performance against the tariff changes and understanding where you stand in Google Ads.

Adthena’s PPC Market Share Reports offer an unmatched view into the competitive dynamics of your category, helping you:

• Identify threats and opportunities before they impact your KPIs.
• Optimize budget, bidding, and messaging in response to market shifts.
• Achieve stronger, faster growth.

Book a demo to explore how Adthena’s insights can transform your campaign performance.