Beyond Amazon: The Global Brands Dominating Digital Advertising Spend and Their Google Ads Strategies
- Antonio Carlos Faustino
- Jun 25
- 3 min read
Introduction
When you think of digital advertising, it’s common to imagine giants like Amazon dominating the online space. However, the paid media investment ecosystem is much more diverse and competitive. Companies like Procter & Gamble (P&G), L’Oréal, Apple and major automakers are also among the world’s largest advertisers. This article reveals who really spends the most on digital advertising, how they use Google Ads in their strategies and why this platform continues to be central to campaigns that move billions.
The Giants of Advertising Investment
According to AdAge's annual ranking and Statista reports (2024), the companies that invest the most in advertising globally are:
Amazon – US$20.6 billion
Procter & Gamble (P&G) – US$11.5 billion
L'Oréal – $10.2 billion
Samsung – US$9.1 billion
Toyota – US$7.9 billion
Apple – $6.2 billion
Although not all of this amount is allocated exclusively to Google Ads, it is estimated that more than 40% of these budgets are allocated to digital platforms, with emphasis on Google services (Search, YouTube, Display).
The Role of Google Ads in Multifaceted Strategies
Global brands operate with integrated marketing plans. Within this universe, Google Ads is an essential tool for different objectives:
1. Brand Safety and Relevance
Companies like L'Oréal and P&G, concerned with brand alignment, use Google Ads with strict filters for location, language, content category and audience targeting.
2. Product-Focused Campaigns
Giants like Amazon and Apple are betting heavily on specific keywords (e.g. "iPhone 15 Pro", "Alexa Echo Show") and Shopping Ads campaigns for direct conversion.
3. Remarketing and Personalization
Toyota and Samsung use remarketing as part of complex sales funnels. The use of lookalike audiences is another feature that increases ROI.
Search Volume and Data Intelligence
With billions of daily searches on Google, companies analyze consumer behavior in real time. Google Trends and Google Keyword Planner are allies in identifying new products or peaks of interest for terms such as "best shampoo for hair loss" or "best SUV 2025".
Success Stories
Amazon: Google Itself in the Form of an Advertiser
With over 200 million products, Amazon is one of the largest users of Google Shopping. It also uses automated strategies with AI, dynamic bidding and YouTube videos.
L'Oréal: Performance + Branding
It combines awareness (YouTube campaigns) with direct sales, using popular search terms such as "vegan makeup", "hydration for frizzy hair".
Toyota: Local Campaigns with Global DNA
Focuses on hyper-segmented campaigns by region and model, such as "Corolla 2025 in Recife", associated with customized landing pages.
Estimates and Projections
The trend is towards an exponential increase in the use of Google Ads for all sectors:
By 2027 , 70% of the largest brands' total advertising budget is expected to be digital.
Generative AI will drive creative automation and real-time optimization.
The use of voice and visual searches is set to transform the way we advertise on Google.
Relevant Products (Amazon and Hotmart Affiliates)
Book " EASY PAID TRAFFIC MANAGEMENT " – Modern paid media strategies.
Alexa Echo Show 8 – Product advertised in Google Ads campaigns.
Hotmart Course: Google Ads Expert – Complete training for beginners and advanced users.
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References:
ADAGE. World's Largest Advertisers 2024 . Available at: https://adage.com. Accessed on: June 24, 2025.
STATISTA. Global Advertising Spending by Company . Available at: https://statista.com. Accessed on: June 24, 2025.
GOOGLE. Google Ads Help Center . Available at: https://support.google.com/google-ads. Accessed on: June 24, 2025.
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