<2026 Latest> User and Advertiser Awareness Survey Results on Listing Ads and Web Ads Released

Tomorrow Marketing Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative: Tatsuya Takagi, hereinafter referred to as Tomorrow Marketing), which provides comprehensive support for marketing as a partner, has conducted the "Survey on Listing Ads and Web Search Behavior" and the "Survey on Web Advertising Implementation Status in Companies."

This survey investigated the awareness of listing ads, click behavior, and reasons for clicking among 180 office workers (full-time employees) aged 20-54 nationwide. Additionally, it surveyed 166 office workers (full-time employees) nationwide regarding the implementation status of web advertising in companies, perceived effectiveness, future implementation intentions, and operational challenges.

This release clarifies the current landscape surrounding listing ads and web ads based on the survey results from both users who receive ads and companies that utilize them.

◾️ Survey Background

Web advertising is becoming the mainstream of advertising in recent years. However, it is often difficult to generalize its effectiveness because there are many types of web ads and various ways to implement them according to their purpose.

Against this backdrop, we surveyed the latest user usage status for each advertising medium, including the purposes for which businesses are implementing which ads, and what challenges and effects they experienced.

We hope this survey will clarify the implementation status of web advertising in companies and its effectiveness for each purpose, serving as a reference for marketing professionals.

◾️ Preliminary Survey

Tomorrow Marketing supports the operation of web ads, including listing ads and social media ads, to increase client customer acquisition.

Web ads are important touchpoints that connect users and companies during their search behavior and information gathering process. On the other hand, from the perspective of companies placing ads, it is difficult to see how users perceive ads and for what reasons they click or avoid clicking.

Furthermore, for companies, the media through which web ads are implemented, the perceived effectiveness, future implementation intentions, and operational challenges vary from company to company. To achieve results with web advertising, it is important to understand both user awareness and the actual operational status of companies.

Therefore, we conducted the following two surveys:

[Survey 1: Survey on Listing Ads and Web Search Behavior]

We surveyed 180 office workers (full-time employees) aged 20-54 nationwide regarding their frequently used search engines, awareness of listing ads, click behavior, and reasons for clicking.

https://tomorrow-marketing.co.jp/news/pr008-3/

* The full survey results can be downloaded from this URL.

* When citing these survey results, please include "Survey by Tomorrow Marketing Co., Ltd." as the source along with the article URL.

[Survey 2: Survey on Web Advertising Implementation Status in Companies]

We surveyed 166 office workers (full-time employees) nationwide regarding their experience with web advertising in companies, perceived effectiveness, future implementation intentions, and operational challenges.

https://tomorrow-marketing.co.jp/news/pr008-3/

* The full survey results can be downloaded from this URL.

* When citing these survey results, please include "Survey by Tomorrow Marketing Co., Ltd." as the source along with the article URL.

◾️ Survey Result Highlights

[Survey 1: Survey on Listing Ads and Web Search Behavior]

The highlights of the "Survey on Listing Ads and Web Search Behavior" conducted among 180 office workers (full-time employees) aged 20-54 nationwide are as follows:

The most used search engine for online searches is "Google" (57.2%), accounting for over half. Including "Yahoo!" (33.3%), the top two search engines accounted for approximately 90%.

Regarding awareness of listing ads, a total of 49.4% responded "I know about them," while 30.0% responded "I have never heard of them," indicating a polarization in awareness.

"I click if it matches my interests" was the most common response at 41.5%. "I click regardless" was also 36.6%. Among those who correctly understand them, there was a tendency to click based on content rather than uniformly avoiding ads.

The top three reasons for clicking among 74 respondents were "Easy to see because it's displayed at the top" (45.9%), "Official/Trustworthy" (40.5%), and "Information Accessibility" (39.2%), with these reasons being close at around 40%.

[Survey 2: Survey on Web Advertising Implementation Status in Companies]

The highlights of the "Survey on Web Advertising Implementation Status in Companies" conducted among 166 office workers (full-time employees) nationwide are as follows:

Among the nine major media, "Listing ads" had the highest implementation experience, with only 51 people (30.7%) stating they had "never implemented them."

A total of 72 people (43.4%) responded that listing ads were "very effective" or "somewhat effective," indicating the highest level of satisfaction.

The intention to implement listing ads in the future ("want to implement") was 81 people (48.8%), ranking first among all media. Following that, intentions were concentrated on major media such as Meta and YouTube.

The most common challenge in ad operations for listing ads was "method of effectiveness measurement" (55 people, 33.1%). For all nine media, "effectiveness measurement," "targeting," and "daily operations" were the top challenges.

The top reason for respondents who answered "do not want to implement" (n=53) was "effectiveness was there, but budget is limited" (20 people, 37.7%), with cost-effectiveness and budget constraints being the two major factors.

◾️ Survey Results

This release publishes some of the survey results. The full survey results can be downloaded from the following URL.

[Survey 1: Survey on Listing Ads and Web Search Behavior]

https://tomorrow-marketing.co.jp/ebooks/pr09/

[Survey 2: Survey on Web Advertising Implementation Status in Companies]

https://tomorrow-marketing.co.jp/ebooks/pr10/

<Request for Citation/Reproduction of Survey Results>

When citing these survey results, please include "Survey by Tomorrow Marketing Co., Ltd." as the source along with the article URL.

[Survey 1: Survey on Listing Ads and Web Search Behavior]

Q1. When performing online searches, which search engine do you use most often?

First, regarding search engines used for online searches, "Google" was the most frequent at 57.2%. "Yahoo!" followed at 33.3%, with the top two search engines accounting for approximately 90% of the total.

Compared to general Japanese search share, Yahoo!'s presence is significant in this survey. This indicates that not only Google but also Yahoo! has a certain level of influence as a touchpoint for search ads.

Q2. Do you know about listing ads (search result ads)?

To measure awareness of listing ads, we asked if respondents knew about them. A total of 49.4% answered "I know about them." On the other hand, 30.0% answered "I have never heard of them," showing variation in awareness.

There are a certain number of people who do not fully understand listing ads, suggesting differences in their perception of ad displays.

[Survey 2: Survey on Web Advertising Implementation Status in Companies]

Q1. Regarding listing ads, which web ads have you implemented, and for what purpose (main usage)?

The most common purpose for implementing listing ads was "expanding awareness of services and products" with 38 people (22.9%). "Acquiring new customers" followed with 19 people (11.4%), and "interest/nurturing" with 11 people (6.6%).

These results suggest that listing ads are used not only to acquire users with existing needs but also to expand awareness of services and products.

Q2. How effective were listing ads?

When asked about the effectiveness of listing ads, "somewhat effective" was the most common response with 41 people (24.7%), followed by "very effective" with 31 people (18.7%). On the other hand, "not very effective" was reported by 17 people (10.2%), and "not effective at all" by 3 people (1.8%), for a total of 20 people (12.0%) who reported no effectiveness.

Combining "very effective" and "somewhat effective" resulted in 43.4%, which is higher than the 12.0% who reported no effectiveness.

◾️ Survey Overview

[Survey 1: Survey on Listing Ads and Web Search Behavior]

Survey Period: May 1, 2026 (Fri)

Demographics: A total of 180 men and women, office workers (full-time employees) aged 20-54 nationwide.

[Survey 2: Survey on Web Advertising Implementation Status in Companies]

Survey Period: May 12, 2026 (Tue) - May 25, 2026 (Mon)

Target Audience: Those who responded "have implemented/have experience implementing web advertising with a monthly cost of 100,000 yen or more."

Demographics: A total of 166 men and women, office workers (full-time employees) nationwide.

◾️ Survey Summary

From these results, it can be inferred that users do not simply "avoid listing ads because they are ads," but rather judge whether to click based on whether the displayed content matches their interests or search intent, and whether it seems to lead to reliable information.

On the other hand, reasons for not clicking include "distrust of suspicious/scam sites" and "inconvenience/annoyance," indicating cases where caution towards ads leads to avoidance.

While companies show high satisfaction and future implementation intentions for listing ads, users still harbor distrust towards ads. Therefore, in future web advertising operations, it is considered that not only increasing traffic but also creating expressions that reduce pre-click anxiety and landing pages that provide a sense of satisfaction after clicking will become even more important.

Tomorrow Marketing, which provides comprehensive BtoB marketing support, offers "Comprehensive Marketing Support" that provides partner support from strategy design to implementation, "Web Advertising Operation/Partner Support Service" centered on Google and Yahoo! listing ads, and "SEO Content Creation/Consulting Service" to support necessary measures for SEO.

Companies facing challenges in strengthening BtoB marketing, SEO, ad operations, or website improvement are encouraged to contact us.

<Free Consultation Here>

https://tomorrow-marketing.co.jp/contact-2/

[SEO Services Offered by Tomorrow Marketing]

- Comprehensive Marketing Support

https://xn--thtomorrow-marketing-hr5s34azt.co.jp/service-advertisement

- Web Advertising Operation/Partner Support Service

https://tomorrow-marketing.co.jp/service-advertisement

- SEO Content Creation/Consulting Service

https://tomorrow-marketing.co.jp/seo-service

◾️ Company Overview

Tomorrow Marketing Co., Ltd. is a marketing support company that provides all-in-one support from marketing strategy to individual measures, which are challenges for each company. We commit to our clients' business growth by providing all-in-one partner support that incorporates not only ad operations and SEO strategies but also overall strategy, LP/site improvement, media direct advertising, MA, and other measures.

<Company Name> Tomorrow Marketing Co., Ltd.

<Location> Futaba Bldg. 8b, Dogenzaka 1-16-6, Shibuya-ku, Tokyo

<Representative> Tatsuya Takagi

<URL> https://tomorrow-marketing.co.jp/

<Business Activities>

- Partner Support for BtoB Marketing

- SEO Consulting / Article Creation

- Ad Operation / In-house Support