[Survey Report Released] Over 80% of Sales Promotion and Event Planning Managers "Feel" the Surge in Google Ads CPA

Majisemi Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Yuichi Terada), a provider of BtoB webinar lead generation and operation support services, and a subsidiary of ITmedia Inc. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Noriyoshi Kobayashi), has released a survey report titled "Survey on the Reality of Rising Ad CPA and Companies' Response Strategies" regarding the surge in Google Ads CPA (Cost Per Acquisition).

A preliminary screening survey conducted prior to this survey found that out of 404 respondents who answered "currently use Google Ads" and "are involved in sales promotion or event planning for their company's products/services," 333 (82.4%) have experienced a rise in Google Ads CPA over the past year.

This report summarizes the reality of CPA increases, factors contributing to the surge, companies' response status, future measures, and challenges in improving CPA, based on a survey of 500 managers who operate Google Ads and have experienced CPA increases.

Excerpt from "Survey on the Reality of Rising Ad CPA and Companies' Response Strategies"

Report URL: https://share-na2.hsforms.com/1Fwe_cnBsTImirqEnxtvujQqtgq2

How is the acquisition competition in BtoB marketing changing in the era of generative AI?

With the spread of generative AI, customer information gathering and purchasing decision behaviors are changing. Opportunities to search for information on search engines are decreasing, and touchpoints with prospective customers through search ads are relatively reduced, potentially leading to an increase in CPA (Cost Per Acquisition).

In addition to these environmental changes, coupled with an increase in advertisers and intensified bidding competition, the cost-effectiveness of digital advertising, including Google Ads, has become a significant challenge for companies. Sales promotion and event planning managers are being called upon to consider new lead generation strategies that do not rely on advertising.

Key Themes Explained in the Report

This report explains the reality of Google Ads CPA surges and companies' response status based on the following questions:

To what extent do managers involved in sales promotion and event planning for products/services feel the CPA surge?

By how much has CPA increased compared to one year ago for companies experiencing CPA surges?

How do companies perceive the causes of CPA surges?

What measures are already being implemented in response to CPA surges?

What additional measures are companies considering for the future?

What is the biggest barrier to CPA improvement?

Details are explained in the survey report "Survey on the Reality of Rising Ad CPA and Companies' Response Strategies."

Key Points of the Survey Results

This report presents the following survey findings:

82.4% of Google Ads users involved in sales promotion and event planning for products/services have experienced a CPA surge in the past year.

67.4% of companies experiencing CPA surges have seen an increase of "1.3 times or more."

The main causes of CPA surges are "increased competition in the target market" and "the impact of generative AI."

Countermeasures include "reviewing/changing advertising channels" and "improving CVR on company websites/landing pages" as top responses.

Nearly 90% of companies are exploring some form of additional measures.

Report Overview

Title: Survey on the Reality of Rising Ad CPA and Companies' Response Strategies Content: Explains the reality of Google Ads CPA surges, perceived causes, response status, future measures, and challenges in CPA improvement. Target Audience: Marketing managers, sales promotion managers, event planning managers, and sales planning managers at BtoB companies. Report URL: https://share-na2.hsforms.com/1Fwe_cnBsTImirqEnxtvujQqtgq2

Survey Details

Survey Name: Survey on CPA (Cost Per Acquisition) Surge Survey Method: Internet Survey (Freeasy) Screening Survey Date: June 8, 2026 Main Survey Period: June 10, 2026 Screening Survey Target Number: 10,000 people Valid Responses for Main Survey: 500 people

*Proportions may not sum to 100% due to rounding to the second decimal place. *When quoting the results of this survey, please clearly state that the source is a survey by "Majisemi Inc."

About Majisemi

Majisemi provides comprehensive support for BtoB companies, including webinar planning, lead generation, on-site MC services, webinar secretariat operations, and post-event follow-up.

We help companies utilize webinars not just as a lead generation tool, but as a marketing initiative to foster understanding, build trust, and drive sales meetings, supporting everything from theme design to operation and post-event follow-up.

Furthermore, our post-webinar follow-up service, "MajiFollow," supports immediate follow-up with participants and registrants after the webinar concludes, leading to the creation of sales opportunities.

Future Outlook

Majisemi will continue to disseminate information useful for the marketing activities of BtoB companies and support the creation of touchpoints with prospective customers, fostering understanding, and driving sales through the use of webinars.

Company Profile

Company Name: Majisemi Inc. Location: 3-12 Kioicho, Chiyoda-ku, Tokyo Service Site: https://majisemi.com Corporate Site: https://majisemi.com/service/

*Majisemi Inc. is a group company of ITmedia Inc.

[About ITmedia Inc.]

ITmedia Inc. is an internet-only media company specializing in the IT, business, manufacturing/industrial, and consumer domains. It operates media that are supported by a wide range of people, from business professionals to consumers, including the comprehensive IT information portal "ITmedia," the problem-solving media for IT experts "@IT," the specialized information portal for manufacturing "MONOist," and the trend information media "Netorabo."

With an overwhelming reach of 350 million page views and 60 million unique browsers per month, we provide reliable information quickly and accurately tailored to reader needs.

[Tokyo Stock Exchange Prime Market, Securities Code: 2148] https://corp.itmedia.co.jp/