What Paid Search Performance Means for 2026: 2025 Annual Report [Part 2]
Paid search performance from Google and Microsoft Ads, and what the numbers signal for 2026.
Hi H Client!
Paid search performance in 2025 made one thing clear: landscape businesses that aligned tightly to buyer intent continued to capture demand, while those relying on broad structure and generic messaging fell behind as competition increased.
In Part 1 of our 2025 Annual Report, we explored how buyer behavior across the landscape industry shifted toward higher-intent, action-driven searches. This email focuses on how those demand shifts showed up in paid media performance across Google Ads and Microsoft Ads, and what that performance signals heading into 2026.
Reporting Period: January 1 through November 30, 2025
Sources: Google Ads and Microsoft Ads reporting
Scope: Active paid media accounts
The Role of Paid Search in 2025
Paid search remained one of the most reliable demand channels in a more competitive landscape market. Rising competition did not reduce opportunity. It increased the importance of structure, service clarity, and intent alignment.
The takeaway is simple. Paid search rewarded businesses that matched buyer intent precisely and punished those that treated all services the same.
Google Ads: Demand Capture at Scale
Google Ads continued to drive the majority of qualified demand in 2025, particularly from buyers ready to hire rather than browse.
2025 Google Ads Totals
Spend: $1,677,255
Impressions: 5.18 million
Clicks: 253,139
Average CTR: 4.88 percent
Average CPC: $6.63
What this means for you:
Buyers searching on Google are further along in the decision process
Well-structured campaigns captured demand efficiently even as costs increased
Performance depended less on budget size and more on service-level alignment
Why Performance Varied by Service Type
Not all services should perform the same, and that difference is the signal.
Maintenance and Lawn Care
Lower CTR, steady volume
Consistent demand from buyers prioritizing availability and reliability
Design Build and Specialty Services
Higher CTR, higher CPC
Smaller audience, stronger intent, increased competition
What this means for you:
Higher cost is not a negative if intent and close rates are stronger
Trying to force uniform performance across services limits growth
Each service should be evaluated based on its role in the buying journey
The strongest accounts leaned into these differences instead of fighting them.
Microsoft Ads: Efficiency and Incremental Demand
Microsoft Ads played a supporting role in 2025 and delivered consistent value when used strategically.
2025 Microsoft Ads Totals
Spend: $50,037.89
Impressions: 1.58 million
Clicks: 28,804
Average CTR: 1.82 percent
Average CPC: $1.74
What this means for you:
Microsoft Ads is not a replacement for Google
It is a cost-efficient way to capture incremental demand
It performs best for maintenance-focused services and less saturated markets
What This Signals Heading Into 2026
Paid search remains a primary driver of qualified demand
Buyer intent is higher, but tolerance for unclear messaging is lower
Service-level strategy now matters more than channel-level spend
Growth will come from precision, not from increasing budgets alone
Next week, we will examine Meta Ads and how paid social supported awareness, demand generation, and mid-funnel engagement throughout 2025.
Until Next Week,
Lauren Cullnan
Senior Director of Client Experience & Design Operations
