ZipRecruiter advertising spend, FY2025
ZipRecruiter (ZIP) reported $125M of advertising expense for the fiscal year ended Dec 31, 2025. That is 27.9% of revenue of $449M. Up 27.7% from FY2024.
Key facts
- Ad spend is 1.3x its FY2020 level ($98.3M), faster than revenue (1.1x).
- The highest year on file is FY2022 at $280M; FY2025 is 55% below it.
- Largest increase +160.0% in FY2021; largest cut -56.8% in FY2023.
- Ad spend is 27.9% of revenue, up from 23.5% in FY2020.
- ZipRecruiter spends more on advertising than 12% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 5.4x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $125M | +27.7% | $449M | 27.9% | AdvertisingExpense | 10-K Feb 25, 2026 |
| FY2024 | Dec 31, 2024 | $98M | -19.0% | $474M | 20.7% | AdvertisingExpense | 10-K Feb 25, 2026 |
| FY2023 | Dec 31, 2023 | $121M | -56.8% | $646M | 18.7% | AdvertisingExpense | 10-K Feb 25, 2026 |
| FY2022 | Dec 31, 2022 | $280M | +9.6% | $905M | 31.0% | AdvertisingExpense | 10-K Feb 25, 2025 |
| FY2021 | Dec 31, 2021 | $256M | +160.0% | $741M | 34.5% | AdvertisingExpense | 10-K Feb 28, 2024 |
| FY2020 | Dec 31, 2020 | $98.3M | -34.9% | $418M | 23.5% | AdvertisingExpense | 10-K Feb 27, 2023 |
| FY2019 | Dec 31, 2019 | $151M | n/a | $430M | 35.1% | AdvertisingExpense | 10-K Mar 3, 2022 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to ZipRecruiter in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 292 | Edgewell Personal Care | $126M | 5.7% | -0.6% | FY2025 |
| 293 | Sohu.com | $126M | 21.5% | -24.3% | FY2025 |
| 294 | Paycom Software | $126M | 6.1% | +45.4% | FY2025 |
| 295 | ZipRecruiter | $125M | 27.9% | +27.7% | FY2025 |
| 296 | CNH Industrial | $125M | 0.7% | +4.2% | FY2025 |
| 297 | Six Flags Entertainment | $124M | 4.0% | +20.5% | FY2025 |
| 298 | Supernus | $124M | 10.0% | +82.4% | FY2025 |
Full ranking of 336 companies · Biggest increases #58 · Highest ad-to-revenue #14 · New $100M spenders #5
Questions
How much does ZipRecruiter spend on advertising?
ZipRecruiter spent $125M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 25, 2026.
What percentage of revenue does ZipRecruiter spend on advertising?
27.9% of revenue in fiscal 2025 ($125M of $449M). The median across the 336 companies tracked is 5.2%.
Is ZipRecruiter spending more on advertising?
Yes. Ad spend rose 27.7% in fiscal 2025 from fiscal 2024.
How does ZipRecruiter rank by advertising spend?
#295 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does ZipRecruiter's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 25, 2026
- Accession number
0001617553-26-000016- Company
- ZIPRECRUITER, INC., CIK 1617553, SIC 7370 (Services-Computer Programming, Data Processing, Etc.)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- ZipRecruiter advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 25, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/ziprecruiter/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies