In 2026, Eswatini's Facebook advertising landscape shows a CPC of approximately $0.45, reflecting increased competition yet affordable options for local businesses. The average monthly ad spend per business has risen to around $1,200, indicating growing digital marketing adoption among SMEs and larger firms alike. The digital ad market in Eswatini is estimated to be worth about $3.2 million, driven by rising internet penetration and mobile usage.
With roughly 65% of the population active on Facebook, targeted advertising continues to be an effective channel for brands seeking regional reach. The average CTR of 1.8% suggests good user engagement, although competition is intensifying. Businesses are increasingly investing in paid ads to expand their brand presence, especially in sectors like retail, agriculture, and tourism, fostering a vibrant digital economy.