Who advertises? Meta pixel and Google Ads by industry (2026)
By Louis-Marie Giudicenti. Published . Updated . Websites read .
8.8% of the websites of US businesses on Google Maps carry a Meta pixel or Facebook plugin, and 6.1% a Google Ads tag, out of the 12,846,647 sites Primavera read on November 9, 2026. Real estate agents, auto dealers and gyms lean on Meta the most; roofing contractors, dentists and chiropractors on Google Ads. Gas stations, pharmacies and hospitals carry the fewest ad tags.
- 20.9%
Real estate agents are the US trade most likely to have a Meta pixel or Facebook plugin on their website: 20.9% of the 321,096 sites read, against 8.8% for all US businesses (Primavera, November 2026).
- 11.4%
Roofing contractors lead on Google Ads tags: 11.4% of their 68,640 websites read, against 6.1% for all US businesses; dentists (9.9%) and chiropractors (9.4%) follow (Primavera, November 2026).
- 15.4%
Among the six countries with more than a million businesses on Google Maps, websites in Canada carry the most ad tags: 15.4% have at least one, against 8.7% in Switzerland and 13.1% in the United States (Primavera, November 2026).
Source: Primavera’s database of Google Maps listings and the websites they link to, snapshot 2026-11, counted November 9, 2026 across the whole database (not a sample). “Meta pixel or Facebook plugin” also counts Facebook buttons and chat: see method.
Real estate agents lean on Meta, roofing contractors on Google Ads
Each line is a US trade. The two dots give the share of its websites that carry a Meta pixel or Facebook plugin, and a Google Ads tag. Trades are ranked by the first.
Meta and Google Ads tags on US business websites, by trade
Share of the websites read. 12,846,647 websites in all.
| Trade | Meta | Google Ads | Websites read |
|---|---|---|---|
| All US businesses | 8.8% | 6.1% | 12,846,647 |
| Real estate agents | 20.9% | 7.2% | 321,096 |
| Auto dealers | 20.5% | 7.1% | 53,112 |
| Gyms | 18.2% | 6.6% | 51,183 |
| Insurance agencies | 17.7% | 4.4% | 169,891 |
| Auto repair shops | 14.2% | 8.5% | 114,684 |
| Breweries | 14.1% | 4.3% | 8,855 |
| Chiropractors | 13.4% | 9.4% | 56,745 |
| Roofing contractors | 13.1% | 11.4% | 68,640 |
| Dentists | 12.2% | 9.9% | 172,190 |
| Mortgage brokers | 11.5% | 6.5% | 82,487 |
| Bars | 10.7% | 4.4% | 32,549 |
| Veterinarians | 10.6% | 8.1% | 44,675 |
| Lawyers | 10.5% | 8.3% | 179,143 |
| HVAC contractors | 10.0% | 7.8% | 65,767 |
| Cleaning services | 9.6% | 8.4% | 90,031 |
| Plumbers | 9.3% | 9.2% | 41,804 |
| Landscapers | 8.8% | 6.4% | 93,175 |
| Trucking companies | 8.3% | 3.5% | 15,381 |
| Property management companies | 8.2% | 7.2% | 36,784 |
| Bakeries | 8.1% | 3.4% | 56,365 |
| Restaurants | 8.0% | 4.4% | 551,667 |
| Churches | 7.2% | 1.8% | 204,591 |
| Coffee shops | 6.8% | 5.6% | 70,097 |
| Interior designers | 6.5% | 4.1% | 29,242 |
| Beauty salons | 6.4% | 3.3% | 145,839 |
| Contractors | 6.4% | 4.9% | 215,252 |
| Hotels | 5.9% | 4.7% | 50,165 |
| Accountants and CPAs | 5.4% | 3.7% | 60,414 |
| Physicians and medical clinics | 5.4% | 4.4% | 1,055,386 |
| Hair salons | 5.2% | 2.7% | 81,997 |
| Funeral homes | 4.6% | 3.8% | 15,865 |
| Pharmacies | 4.2% | 1.5% | 62,445 |
| Hospitals | 3.5% | 2.7% | 11,417 |
| Architects | 3.4% | 2.7% | 29,675 |
| Gas stations | 2.6% | 1.3% | 102,017 |
The Meta tag is more common than the Google Ads tag in all 35 trades. Google Ads weighs most for roofing contractors: 11.4% of their websites carry it, 1.9 times the US rate of 6.1%.
Source: Primavera, websites read November 9, 2026. The values of every trade are in the table; the chart can be downloaded as an SVG in the method box.
Auto dealers carry the most ad tags, gas stations the fewest
“Any ad tag” counts a website once if it carries at least one of six: Meta, Google Ads, LinkedIn, Microsoft Ads, TikTok or Pinterest. Google Analytics is left out: it measures visits, it doesn’t buy them.
| # | Trade | Websites read | With an ad tag | vs US (pts) |
|---|---|---|---|---|
| 1 | Auto dealers | 53,112 | 24.5% | +11.4 pts |
| 2 | Real estate agents | 321,096 | 23.5% | +10.4 pts |
| 3 | Gyms | 51,183 | 22.0% | +8.9 pts |
| 4 | Insurance agencies | 169,891 | 21.0% | +7.9 pts |
| 5 | Roofing contractors | 68,640 | 20.9% | +7.8 pts |
| 6 | Auto repair shops | 114,684 | 20.3% | +7.2 pts |
| 7 | Chiropractors | 56,745 | 17.8% | +4.7 pts |
| 8 | Dentists | 172,190 | 17.8% | +4.7 pts |
| 9 | Breweries | 8,855 | 16.8% | +3.7 pts |
| 10 | Plumbers | 41,804 | 16.3% | +3.2 pts |
| 11 | Lawyers | 179,143 | 16.2% | +3.1 pts |
| 12 | Mortgage brokers | 82,487 | 15.9% | +2.8 pts |
| 13 | HVAC contractors | 65,767 | 15.1% | +2.0 pts |
| 14 | Cleaning services | 90,031 | 15.0% | +1.9 pts |
| 15 | Veterinarians | 44,675 | 14.4% | +1.3 pts |
| 16 | Bars | 32,549 | 13.4% | +0.3 pts |
| 17 | Landscapers | 93,175 | 13.1% | 0.0 pts |
| 18 | Property management companies | 36,784 | 13.1% | 0.0 pts |
| 19 | Coffee shops | 70,097 | 10.8% | −2.3 pts |
| 20 | Restaurants | 551,667 | 10.8% | −2.3 pts |
| 21 | Trucking companies | 15,381 | 10.7% | −2.4 pts |
| 22 | Contractors | 215,252 | 10.3% | −2.8 pts |
| 23 | Interior designers | 29,242 | 10.1% | −3.0 pts |
| 24 | Bakeries | 56,365 | 10.0% | −3.1 pts |
| 25 | Hotels | 50,165 | 9.2% | −3.9 pts |
| 26 | Accountants and CPAs | 60,414 | 8.9% | −4.2 pts |
| 27 | Beauty salons | 145,839 | 8.6% | −4.5 pts |
| 28 | Physicians and medical clinics | 1,055,386 | 8.5% | −4.6 pts |
| 29 | Churches | 204,591 | 8.4% | −4.7 pts |
| 30 | Funeral homes | 15,865 | 7.9% | −5.2 pts |
| 31 | Hair salons | 81,997 | 7.1% | −6.0 pts |
| 32 | Architects | 29,675 | 6.2% | −6.9 pts |
| 33 | Hospitals | 11,417 | 5.7% | −7.4 pts |
| 34 | Pharmacies | 62,445 | 5.6% | −7.5 pts |
| 35 | Gas stations | 102,017 | 3.1% | −10.0 pts |
All US businesses: 13.1% of 12,846,647 websites read
Auto dealers carry at least one ad tag 8 times as often as gas stations: 24.5% of their websites against 3.1%.
Websites in Canada carry the most ad tags, in Switzerland the fewest
The same tags, country by country. Luxembourg and Andorra are in the table but left out of the comparison: they have fewer than a million businesses on Google Maps.
| Country | Sites read | Meta | Google Ads | Microsoft | TikTok | Any ad tag | Analytics | |
|---|---|---|---|---|---|---|---|---|
| United States | 12,846,647 | 8.8% | 6.1% | 0.7% | 0.9% | 0.3% | 13.1% | 38.5% |
| United Kingdom | 2,756,508 | 6.7% | 5.0% | 0.6% | 0.8% | 0.4% | 10.7% | 33.7% |
| France | 3,076,781 | 5.5% | 4.4% | 0.5% | 0.4% | 0.3% | 9.1% | 34.4% |
| Canada | 1,461,749 | 10.0% | 7.4% | 0.8% | 0.7% | 0.5% | 15.4% | 44.4% |
| Switzerland | 663,501 | 4.1% | 4.1% | 0.5% | 1.6% | 0.2% | 8.7% | 29.1% |
| Belgium | 510,970 | 6.2% | 3.8% | 0.6% | 0.4% | 0.3% | 9.2% | 31.1% |
| Luxembourg | 31,028 | 6.8% | 4.7% | 0.7% | 0.2% | 0.1% | 10.7% | 38.6% |
| Andorra | 5,316 | 9.6% | 7.3% | 0.2% | 0.6% | 0.8% | 15.7% | 37.9% |
Among the six countries with more than a million businesses, 15.4% of the websites in Canada carry an ad tag, against 8.7% in Switzerland.
The same trade in the US, the UK and France
The share of websites with at least one ad tag, trade by trade. In the UK, auto dealers lead (29.5%); in France, chiropractors (24.1%).
| Trade | US | UK | France |
|---|---|---|---|
| Auto dealers | 24.5% | 29.5% | 16.3% |
| Real estate agents | 23.5% | 25.2% | 9.1% |
| Gyms | 22.0% | 16.9% | 15.4% |
| Insurance agencies | 21.0% | 14.5% | 4.0% |
| Roofing contractors | 20.9% | 8.7% | 10.3% |
| Auto repair shops | 20.3% | 15.1% | 12.5% |
| Chiropractors | 17.8% | 15.1% | 24.1% |
| Dentists | 17.8% | 15.9% | 18.6% |
| Breweries | 16.8% | 15.7% | 7.7% |
| Plumbers | 16.3% | 7.2% | 9.1% |
| Lawyers | 16.2% | 12.8% | 6.4% |
| Mortgage brokers | 15.9% | 12.2% | 18.7% |
| HVAC contractors | 15.1% | 7.9% | 10.6% |
| Cleaning services | 15.0% | 12.0% | 11.8% |
| Veterinarians | 14.4% | 15.8% | 9.0% |
| Bars | 13.4% | 10.0% | 9.5% |
| Landscapers | 13.1% | 6.0% | 8.5% |
| Property management companies | 13.1% | 9.5% | 12.9% |
| Coffee shops | 10.8% | 13.3% | 14.1% |
| Restaurants | 10.8% | 13.3% | 9.2% |
| Trucking companies | 10.7% | 6.6% | 12.4% |
| Contractors | 10.3% | 6.6% | 9.4% |
| Interior designers | 10.1% | 8.2% | 7.6% |
| Bakeries | 10.0% | 11.7% | 8.9% |
| Hotels | 9.2% | 11.5% | 10.3% |
| Accountants and CPAs | 8.9% | 6.9% | 9.1% |
| Beauty salons | 8.6% | 9.0% | 13.5% |
| Physicians and medical clinics | 8.5% | 8.7% | 6.0% |
| Churches | 8.4% | 5.7% | 10.5% |
| Funeral homes | 7.9% | 13.6% | 6.2% |
| Hair salons | 7.1% | 9.8% | 11.6% |
| Architects | 6.2% | 5.6% | 3.5% |
| Hospitals | 5.7% | 5.2% | 3.1% |
| Pharmacies | 5.6% | 7.7% | 16.4% |
| Gas stations | 3.1% | 7.8% | 7.3% |
LinkedIn, Microsoft and TikTok tags stay rare
LinkedIn Insight Tag: 0.7% of US business websites, 1.4% among mortgage brokers, the trade that uses it most. Microsoft Ads tag: 0.9% of US business websites, 3.3% among auto dealers, the trade that uses it most. TikTok pixel: 0.3% of US business websites, 0.8% among gyms, the trade that uses it most.
What these figures don’t say
- Who pays for ads on Meta. The Meta tag is recognized from Facebook’s script, which also runs the Like and Share buttons, comments and chat. “Meta pixel or Facebook plugin” is an upper bound of the businesses that advertise on Meta.
- Who runs Google Ads today. A Google Ads tag can stay on a site long after the last campaign, and older Google Analytics code loads the same address. A tag is a sign of investment, not a budget.
- Tags the reader could not see. A tag added later by Google Tag Manager, or loaded only after a visitor accepts cookies, can be missed.
- What share of businesses advertise. The figures are shares of the websites read: 12,846,647 of the 27,976,084 US businesses on Google Maps (45.9%). Businesses with no website of their own are not in them.
- A trend. This is the first edition; changes over time will be shown from the next monthly snapshot.
Questions
Which industries use the Meta pixel the most?
In the United States, real estate agents: 20.9% of their websites carry a Meta pixel or Facebook plugin, against 8.8% for US businesses as a whole (Primavera, November 9, 2026). Auto dealers and gyms follow.
Which local businesses use Google Ads the most?
Roofing contractors: 11.4% of their US websites carry a Google Ads tag, against 6.1% for US businesses as a whole. A tag shows that a business has used Google Ads, not how much it spends.
Does a Meta pixel mean a business advertises on Facebook?
Not always. The pixel measures visits for Meta ads, but the same Facebook script runs Like buttons and chat. The share is an upper bound of the businesses that advertise on Meta.
How many small businesses use Google Analytics?
38.5% of the US business websites Primavera read carry Google Analytics or Google Tag Manager (November 9, 2026).
Can I reuse these figures?
Yes, under the CC BY 4.0 license: you can copy, publish or adapt them, with a credit to Primavera and a link to this page. The CSV, the chart and a citation ready to copy are in the method box.
Method and data
Snapshot 2026-11, read November 9, 2026- What is counted
- The open businesses on Google Maps that Primavera holds in eight countries (27,976,084 in the United States), counted as in a new Primavera search: service points and hidden categories are left out. Only the businesses’ own websites that Primavera read are kept: a link to a social network or a booking platform carries no tag.
- Tags
- Recognized from the code of the website’s pages: Meta (Facebook’s script, pixel and plugins together), Google Ads, Google Analytics or Tag Manager, LinkedIn Insight Tag, Microsoft Ads, TikTok pixel, Pinterest tag. “Any ad tag” is any of them except Google Analytics.
- Trades
- 35 trades, each a set of Google Maps categories, the same in every country. Real estate offices, a subset of real estate agents, are left out. Definitions in the methodology.
- Dates
- The websites in Primavera’s database are read again every day. The figures here come from one exact count over the whole database on November 9, 2026 (snapshot 2026-11), not from a sample. A share based on fewer than 300 websites is not published.
- Cite and download
- Louis-Marie Giudicenti (2026). “Who advertises? Meta pixel and Google Ads by industry (2026).” Primavera. Data: snapshot 2026-11, November 9, 2026. https://primaverapp.com/en/data/studies/meta-pixel-google-ads-by-industry
Permanent link: https://primaverapp.com/en/data/studies/meta-pixel-google-ads-by-industry
Download: countries and trades (CSV), chart (SVG)
Free to reuse under the CC BY 4.0 license, with a link to this page.
Written by Louis-Marie Giudicenti
Founder of Primavera. Primavera sells lists of local businesses built from the same database.
Published
Updated
Open the search
The real estate agents whose website carries a Meta pixel or Facebook plugin, ready to open in Primavera:
- Target
- Real estate agents
- Location
- United States
- Website
- Meta pixel or plugin
Free, no account needed. Contact details stay hidden until you create a list. 300 free credits when you sign up.