Microsoft Paid Search Ad Buys Soar 7% Amid Google Weakness

Microsoft's paid search ad media buys rose by 7% in Q2 2026 compared to the same period last year, according to data from Tinuiti. This growth is in stark contrast to Google's weak search cost-per-click (CPC) growth, which has been a concern for advertisers in recent quarters.

In fact, Microsoft's CPC growth reached an impressive 19% year-over-year in Q2, outpacing Google's meager 1%. This surge in CPC growth is likely due to Microsoft's efforts to improve its search advertising platform and attract more ad spend from brands.

Amazon, on the other hand, saw a significant increase in ad spending on its Sponsored Products, with a 38% rise compared to Q2 last year. The company's move of Prime Day from July to June likely contributed to this growth, as advertisers took advantage of the increased exposure and sales opportunities.