In 2026, Eswatini's average CPC for Google Ads stands at approximately 45 cents USD, reflecting a modest but growing digital advertising market. The total digital ad expenditure has increased to around $12.8 million USD, indicating expanding online marketing efforts among local businesses. Mobile advertising dominates, accounting for 68% of ad spend, driven by high mobile internet penetration and smartphone usage across the country.
The click-through rate for PPC campaigns has improved to 4.3%, showcasing more effective targeting and ad relevance. With around 450 active digital advertisers, Eswatini's market is becoming more competitive and sophisticated, signaling a positive outlook for digital marketing investments and local business digital transformation.