Where businesses look for help with their Google and Meta ads: 23 countries

In the United States and India, there are more searches for someone to run a business’s Google and Meta ads than for software to do it: 17,920 searches a month against 10,430 in the US, and 8,970 against 5,170 in India. It is not true everywhere. Across the 23 countries measured, the service searches lead in 13. The searches are in English, so in countries where people mostly search in another language they show only part of the demand. The US and India together make up 57% of all the demand measured.

What was measured

67 searches in six groups, in 23 countries, from Google Keyword Planner’s historical data: Google Search only, the average month from September 2025 to August 2026. A figure is Google’s own, rounded into its usual steps (10, 20, 30, 50, 70, 90, 110, 140 and so on), and a zero means Google reports none.

All 67 searches are English phrases. Google counts them whatever language a searcher’s settings are in, but it does not count the same question asked in German, Portuguese or Japanese. In Germany, Brazil, the Netherlands, France, Spain, Italy, Indonesia, Mexico, Saudi Arabia and Japan, English is not a main language of search, so the figures there are the English share of the demand, not all of it. The same is true of any comparison between them.

One search is set apart. “digital marketing agency” draws 49,500 a month in India and 40,500 in the US (124,120 across the 23), more than India’s other 66 searches put together. It is in the download but kept out of every total below, so it does not hide the specific searches.

Where the demand is

Searches a month by group, largest first. All 23 countries together: 120,120 a month.

Service against software

The comparison is the “agency or expert help” group against the two software groups together. The service searches lead in 13 of the 23 countries. The software searches match or lead in Brazil, France, South Africa, the Philippines, Spain, Indonesia, Mexico, Nigeria, Saudi Arabia and Japan. Of those 10, 7 are countries where English is not a main language of search, so read them as a result about English searches only.

Four more things the data says

Searches for ads management software are small everywhere: the whole group is 4,430 a month across the 23 countries, and its largest single search is “campaign management software” at 210 a month in the US.

Tool brands draw more than the category. “adcreative ai” alone is searched 14,520 times a month across the 23 countries.

The AI searches are growing in India. Comparing the last three months of the window with the first three, the AI marketing agency searches rose 50% and the AI marketing and ads software searches 66%.

Three searches have no measurable demand in any of the 23 countries: “ads automation tool”, “adzooma alternative” and “paid ads management software”.

Use the data

Every row is in the download: one line per search and country, with the monthly figures and the competition level Google reports. Download the CSV.

It is free to use. If you cite it: Augusta Bhardwaj, “Where businesses look for help with their Google and Meta ads: 23 countries”, Admiral, 27 September 2026, https://meetadmiral.com/blog/ads-help-demand-by-country.