WPP Sees Generative Search Ads Soar to $100B by 2030 Despite Slowing Ad Growth
WPP•WPP’s mid-year forecast predicts generative search advertising will grow from $5.6B in 2026 to $32B in 2028 and $100B by 2030, implying a near 100% five-year CAGR. It also expects total ad spend growth to decelerate from 8.9% in 2026 to 6.5% by 2030.
1. Mid-Year Forecast Overview
WPP Media’s mid-year update forecasts generative search advertising to reach $5.6 billion in 2026, $32 billion by 2028 and $100 billion by 2030, implying a near 100% compound annual growth rate over five years.
2. Deceleration in Total Ad Spending
Over the same period, WPP projects total ad spending growth to slow from 8.9% in 2026 to 6.5% by 2030, a 27% decline in the growth rate that reflects broader market maturation.
3. Strategic B2B Opportunity
WPP identifies business-to-business services as a key growth avenue, leveraging agency expertise in long-term sales cycles and reputation building for corporate clients beyond self-serve digital platforms.
4. Shift from Self-Serve to Agency Engagement
As early adopters of self-serve advertising mature, they increasingly require brand strategy and consumer engagement support, driving demand back toward full-service agencies like WPP.
