[2024 Edition] U.S. Listing Ads: Market Growth, Spend Breakdown and Strategy Insights

In the U.S., listing ads are growing at such a pace that they’re expected to surpass TV advertising —the largest medium to date — by 2026.

This rapid growth makes listing ads one of the most critical digital marketing channels for brands targeting the American market.

In this article, we’ll explore what businesses need to know before launching listing ad campaigns in the U.S.

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Current Landscape of Listing Ads in the U.S.

Google remains the most visited website in the United States. Compared to YouTube, which ranks second in total traffic, Google sees nearly three times the number of visits — highlighting its dominant position in the digital ecosystem.

In comparison with Japan, the U.S. has 2.7 times the population, yet records 5.5 times more total web visits.

This indicates that internet usage per capita is significantly higher in the U.S., making it an especially competitive and impactful market for listing ads.

Therefore, running listing ads on Google allows businesses to reach the vast majority of users in the U.S.

For a breakdown of search engine usage by device type in the U.S., see the section below.

[2024 Edition] Top 4 Search Engines in the U.S.: Key SEO Insights and Japan Comparison

Next, let’s take a look at the breakdown of advertising spend in the United States.

Search advertising is projected to grow from USD 13.27 billion in 2024 (approximately JPY 1.9 trillion) to USD 20.38 billion in 2029 (approximately JPY 2.94 trillion).

Up until now, television had the largest share of the advertising market, but by 2026, search advertising is expected to surpass it — further highlighting the rising importance of listing ads.

Next, let’s look at the data on how customers in the U.S. discover brands, where search engines rank third among all media channels.

While the above data includes SEO as well and doesn’t exclusively reflect listing ads, the projected growth of the search advertising market suggests that its importance is only increasing.

Device Usage Rate and Time Spent in the U.S.

Below is data related to device usage rates in the United States.

Compared to the corresponding data from Japan, tablets, smartwatches, and TV streaming devices are used approximately two to three times more frequently in the United States.

Below is the data on average daily usage time by device type in the United States.

Compared to the data from Japan, it is evident that daily usage time for smartphones, PCs, and tablets in the U.S. is approximately 1.5 to 2 times longer.

If the data is insufficient, it can actually lead to worse results. Therefore, for short advertising periods, it’s recommended to use automated bidding for the first 2–3 months while enough data is accumulated.

Once sufficient data is gathered, you can then analyze it and apply device-specific bid adjustments for more effective campaign performance.

Key Differences Between Listing Ads in the U.S. and Japan

When launching listing ads in the U.S. or other international markets, there are several key differences from Japan that advertisers should understand:

Key Compliance Considerations for Running Listing Ads in the U.S.

In the United States, advertising regulations vary by state. Therefore, it is essential to ensure that your campaigns comply with regional laws based on the specific locations you are targeting. Below is a summary of key regulatory considerations.

Reference: JETRO, JETRO

When Japanese content is translated using automated tools, the sentence structure often doesn’t align with the linguistic norms of the target language, making it hard to read for local users.

Therefore, it’s essential to localize ad copy and landing pages through native-level translation tailored to the target audience.

Frequently Asked Questions (FAQ)

Looking to expand your business in the U.S. market? Here are some of the most frequently asked questions — along with helpful resources to guide your marketing and advertising strategy.

Plan and Execute U.S. Listing Ads with Confidence – Consult The Digital X

When launching listing ads in the U.S. market, properly localized ad copy is essential to resonate with local users.

Without accurate translation and market adaptation, your message may fail to reach your target audience — wasting valuable ad spend with little return.

At The Digital X, we bring over 18 years of experience in global digital marketing and collaborate directly with local marketers to craft high-performing strategies tailored to the U.S. market.

If you’re considering running listing ads in the U.S., contact us today to explore how we can support your success.