Digital ads are everywhere these days. Whether you’re using Google search or scrolling through social media, you can’t escape them. But do people really trust them enough to click?
According to a Clutch survey, 77% of U.S. users can differentiate between paid search ads and organic listings. Interestingly, many admit they ignore ads on purpose. This raises the question: what makes someone stop scrolling and click? It’s the question all performance marketers want to know.
To find out, Odyyc surveyed Americans aged between 21 and 71 how they react when they see a sponsored message and what they do once they land on the site. In this article, we’ll share those insights and reveal what it takes to turn ad skepticism into meaningful engagement.
How Do You Feel About Digital Ads? Do People Actually Click on Ads?
Three questions to find out how people interact with sponsored ads on Google (or any search tool) and social media.
1. When you see a sponsored ad among your search results or social media feeds, which best describes your reaction?
- I always click when the message resonates with me
- I don’t pay attention if it’s an ad or not
- I tend to click ads first because I trust them
- I generally avoid clicking on ads because I don’t trust them
2. When you land on a website after clicking an ad, which best describes your behavior?
- I leave the site quickly if it doesn’t meet my expectations immediately
- I browse around a bit, even if it’s not 100% what I wanted
- I tend to trust the site if the ad was clear
- I’m skeptical and look for signs it’s a scam or low quality
3. What is the most important factor that makes a website feel trustworthy after clicking an ad?
- Clear and professional design
- A brand or product I already know
- Lots of social proof or reviews
- Nothing. I generally don’t trust ads
The following insights are here to help you boost your own performance marketing campaigns and to write ads that build trust and improve your CRO and ROAS. Skip to the bottom to view the complete results.
ROAS Benchmarks for Ad Effectiveness
As the Clutch survey indicates, most people know an ad when they see one. So how well do those ads actually work? Let’s look at industry benchmarks to get a clearer picture.
Google search ads have an average conversion rate of 3.75%. This is stronger than most display channels but still leaves room for improvement. That said, conversions alone don’t tell the whole story. By analyzing average ROAS as well, we get a true reflection of revenue impact. The statistics show that PPC/SEM pulls in a 1.55X return, Facebook Ads 1.80X, and LinkedIn Ads lead the way with 2.30X.
These benchmarks tell us two things: people click sparingly, and each click must earn its value. Performance marketing advertisers focus on laser-targeted messages and landing pages optimized to boost both CRO and ROAS.
Odyyc’s Performance Marketing Philosophy on Ad Engagement
At Odyyc, we start from one simple belief: “People will click on ads, but only if the message genuinely resonates.” While we acknowledge ad skepticism, we still wanted to find out which elements break through the built-up wall of doubt.
Our goal wasn’t merely to confirm that users spot and avoid ads. We wanted to uncover the triggers that prompt someone to engage despite their reservations. To do that, we designed a focused survey covering reactions, behaviors, and trust factors. This lays the groundwork for the insights that follow.
Key Survey Insights for CRO Success
We surveyed over 100 Americans to see how they deal with sponsored ads. Respondents had an age range of 21 to 71, and participants spanned both genders. Here’s what we found.
Reactions to Ads
When ads appear, more than half of respondents (53.9%) say they generally avoid clicking because they don’t trust them. Approximately 20.6% click only when the message resonates, and another 21.6% admit they don’t even pay attention to whether it’s an ad. Very few—just 3.9%—tend to click ads first out of trust.
In short, trust hinges on relevance and authenticity. Ads that match user needs and feel honest can overcome doubt.
Behavior After Clicking
Once someone does click, 39.2% of people leave the site immediately if it doesn’t meet expectations. 23.5% stick around and browse, even if the page isn’t perfect. A small group making up 6.9%, report they tend to trust the site when the ad was clear. The rest (30.4%) dig deeper to check for signs of a scam or low quality.
These results tell us that clarity and quickly fulfilling expectations is paramount. If your landing page doesn’t align with what users expect, you risk joining the 39.2% who leave immediately
Trust Factors on Landing Pages
We asked what makes a page feel trustworthy. Almost half of participants (46.1%) said seeing a brand or product they already know. Social proof in the form of reviews and testimonials came next at 20.6%. A clear, professional design mattered to 13.7%, while 19.6% said they rarely trust anything that follows an ad.
The big surprise here is how much brand recognition outweighs a combination of social proof and polished design.
Standout Takeaways
From these insights, four clear themes start to emerge:
- More people avoid ads than click them, yet relevance can flip that script.
- Nearly 40% of clicks bounce if expectations aren’t met instantly.
- Familiar brands hold far more sway than customer endorsements and a slick layout.
- It’s important to apply an SEO strategy parallel to your SEM investments.
These findings set the stage for understanding exactly what hooks a wary audience, and how to keep them engaged beyond the first click.
Performance Marketing Lessons from Our Survey Findings
People are well-aware of ads and quick to judge them. They spot a sponsored link in a flash and click only when they feel a genuine connection. At the same time, the cost of search-engine advertising keeps rising, while conversion rates often stall in the 3–4% range. This gap only grows if your message and page content don’t earn trust immediately.
Strategic content marketing can bridge the divide, but it takes precision. First, you must tap into emotion and relevance. Your headline and offer need to resonate at a human level. Second, deliver clear value up front. Don’t bury your proposition under jargon or vague benefits. And third, ensure a seamless landing-page experience. This means fast load times, user-friendly navigation, and intuitive next steps.
Additionally, SEO remains a powerful counterbalance to paid ads. Organic results carry an earned credibility that ads simply can’t match. In fact, organic search drives over half (53%) of all trackable website traffic, making it the top channel for many brands. And the prize for ranking #1 in SERPs? Huge! The top organic result earns a 27.6% click-through rate on average.
In other words, building visibility in search isn’t just cheaper in the long run. It also delivers a level of engagement that paid clicks struggle to match. By combining audience-focused ad copy, rock-solid landing pages, and a strong SEO foundation, you can turn skepticism into interest—and clicks into customers.
The Performance Marketing Insights Survey Results
Here are the complete results from Odyyc’s original survey in May 2025.
In Summary Trust Drives CRO
Ads fail when they don’t meet customer needs and instead feel like unwelcome interruptions. People tune out hard sells, but are definitely curious to learn more when an offer feels relevant and authentic.
The best-performing campaigns reach the right audience at the right time, and speak to real needs. They speak plainly, back claims with proof, and guide visitors using simple, trust-building cues. When your message respects the reader’s time and offers meaningful value, you invite engagement, and pave the way for lasting customer relationships.
Odyyc’s Trust-First Approach to Boost ROAS
At Odyyc, we partner with agencies and brands to turn clicks into customer connections. We start by clarifying your core messaging to ensure you’re speaking directly to your audience’s needs. Next, we design landing pages that match intent, featuring a clear layout, consistent branding, and prominent social proof to reassure visitors. Finally, we produce SEO-driven content that ranks and resonates over the long term, earning organic credibility and sustained traffic.
Whether you’re ramping up search ads or doubling down on inbound, Odyyc’s integrated approach ensures every touchpoint feels genuine. Let’s make more clicks feel like the beginning of a lasting relationship. Schedule a Zoom to start the conversation.
Leave a Reply