Business ad spend stayed heavily concentrated on Meta in June. But the smaller shifts underneath the surface were more interesting: Google Ads picked up momentum, search-heavy industries kept leaning into Google, and contractors led ad-spend intensity for the second month in a row.
Methodology note
This analysis uses aggregated, anonymized Slash transaction data across tracked ad platforms, including Meta, Google, Google Ads, TikTok, AppLovin, Snapchat, LinkedIn, Reddit, and X/Twitter.
The main comparison is June 2026 vs. May 2026, the latest full-month period available. Public figures are shown as shares, percentage changes, share-point changes, basis-point changes, and relative indexes rather than raw spend, volume, or transaction counts
Key takeaways
- Meta is still the center of gravity. Meta represented 87.0% of tracked ad-platform activity in June. That was roughly flat from May, and still far larger than every other tracked platform combined.
- Google Ads had the strongest month. Google Ads grew 20.0% month over month and gained 0.5 percentage points of tracked ad-platform share, moving from 4.0% in May to 4.5% in June.
- The non-Meta market did not move all in one direction. G oogle Ads and Google gained share. AppLovin, TikTok, and Snapchat were roughly flat to slightly down on a share basis.
- Industry behavior still looks very different by category. Agencies remained overwhelmingly Meta-led. Ecommerce was still Meta-led but more diversified. Contractors and software were much more search-oriented.
- Contractors stood out again. Contractors had the biggest median increase in ad-spend intensity for the second month in a row.
- Payment patterns vary a lot by platform. Meta continued to look like a high-frequency, lower-ticket channel. AppLovin sat at the other extreme, with a much larger average charge size and lower relative transaction frequency.
1. Meta still dominates paid acquisition spend
Meta remained the largest tracked advertising platform by a wide margin in June.
Tracked June ad-platform share:
Ad spend remains extremely concentrated. Meta represented more tracked ad-platform activity than every other tracked platform combined.
That said, the non-Meta portion of the market continued to shift underneath the aggregate. The biggest changes in June came from Google Ads and Google gaining share, while AppLovin, TikTok, and Snapchat were slightly softer on a share basis.
2. Reddit and LinkedIn were the biggest risers in June
The fastest-growing tracked platforms in June were Reddit and LinkedIn.
Platform growth from May to June:
- Reddit:+231.2%
- LinkedIn:+56.1%
- Google Ads:+20.0%
- Google:+13.8%
- Meta:+6.1%
- Snapchat:+5.1%
- AppLovin:+4.1%
That is a different pattern from May, when Snapchat was the fastest-growing platform. In June, Reddit and LinkedIn led the growth table, while Snapchat still grew but moved further down the ranking.
The important caveat is scale. Reddit and LinkedIn grew the fastest, but both remained very small parts of the overall tracked ad mix. Google Ads was not the fastest grower, but it was the more visible mover among the larger non-Meta platforms: it grew 20.0%and increased its share from 4.0%to 4.5%.
3. Platform mix looks completely different by industry
The average market is Meta-heavy, but the average hides a lot. In June:
- Agencies were overwhelmingly Meta-led: 91.0% Meta. Google Ads represented 3.9%, while Google, AppLovin, and TikTok were each below 2%.
- Ecommerce was still Meta-led but more diversified: 75.4% Meta, 11.8% AppLovin, 5.7% Google Ads, 4.3% Google, and 2.0% TikTok.
- Healthcare leaned heavily toward Meta, too: 83.6% Meta, 11.2% Google, and 1.8% Google Ads.
- Contractors place their ad budgets in web search: 62.1% Google, 22.5% Google Ads, and 15.3% Meta.
- Travel Agencies split between Meta and Google: 53.7% Meta and 38.3% Google.
- Software was the most Google Ads-oriented major segment: 64.8% Google Ads, 11.7% Google, 10.7% Meta, 5.1% Snapchat, and 4.5% TikTok.
The industry split is still one of the strongest findings. Agencies and ecommerce remain Meta-led, but contractors and software look much more search/performance-oriented. Travel sits between the two.
4. Contractors increased ad intensity the most, again
Looking at same-store behavior helps separate real behavior changes from changes in who happened to be active in the month. Below we look at industry trends from businesses active in both May and June, measured by the median change in the share of spend going to ads.
On that basis, the biggest median increases were:
Contractors also led this ranking in May, when they were up 470 bps. That makes June the second month in a row where contractors showed the strongest median increase in ad intensity.
That is notable because contractors already have a very different platform mix from the broader market. They are much more search-heavy, and their June behavior suggests they continued leaning harder into paid acquisition.
5. Payment behavior varies by platform
Each platform also behaves differently at the payment level.
In June, Meta remained the high-frequency, low-ticket channel. AppLovin remained the opposite: its average charge size was roughly 90x larger than Meta’s, with much lower relative transaction frequency.
Snapchat also skewed toward larger average charges than Google, Google Ads, TikTok, or Meta. Google Ads sat in the middle: higher average charge size than Meta and TikTok, but far below AppLovin or Snapchat.
A business heavily concentrated on Meta may need to manage frequent smaller charges. A business spending through AppLovin or Snapchat may be more exposed to larger, less frequent campaign-style charges. In short, the spending profile can change significantly even when the budget looks similar.
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