How e-commerce brands split their paid advertising budgets across Google, Meta, Microsoft, and other channels, based on aggregated ThoughtMetric data from January through May 2026.
Google Ads takes the largest share of paid advertising spend among e-commerce brands in 2026, at 61.8%. Meta Ads follows at 31.8%, and Microsoft (Bing) Ads sits at 4.5%. The rest is spread across custom channels, Pinterest, and TikTok. This benchmark covers January 1 to May 31, 2026.
Ad spend share by channel
Here is how paid ad spend breaks down by channel across e-commerce brands using ThoughtMetric.
- Google Ads: 61.8%
- Meta Ads: 31.8%
- Microsoft (Bing) Ads: 4.5%
- Other / Custom channels: 1.2%
- Pinterest Ads: 0.4%
- TikTok Ads: 0.3%
Google and Meta together account for 93.6% of paid spend. Every other channel combined makes up the remaining 6.4%.
Methodology
This benchmark is based on aggregated, anonymized data from e-commerce brands using ThoughtMetric across paid advertising channels. It covers January 1 to May 31, 2026, and represents each channel's share of total paid ad spend. Figures are rounded to one decimal place.
See your own channel mix
Spend share across the industry is a useful baseline, but your own mix matters more. ThoughtMetric shows where your budget goes, how each channel contributes to revenue, and where to reallocate.
