Bulgaria's search advertising landscape is projected to grow steadily, with a market share reaching 45% for search ads in 2026. The digital ad revenue is expected to hit €290 million, reflecting increased investment in online marketing channels by local businesses. The rise in PPC spend by 12% year-over-year demonstrates Bulgaria's shift towards performance-based advertising, especially on search platforms.
Mobile search remains dominant, accounting for 68% of paid search traffic, highlighting the importance of mobile-optimized ads. As Bulgaria's digital infrastructure improves, more advertisers are focusing on targeted PPC campaigns to capture local and regional audiences. This trend indicates a maturing digital economy with significant growth potential in the coming years.