Kenya's PPC impression share has increased steadily, reaching an average of 54.3% in 2026, reflecting heightened competition and improved ad relevance. Mobile devices dominate this landscape, contributing to nearly 69% of impressions, thanks to widespread smartphone use and affordable data plans. The total digital ad spend continues to grow, hitting approximately KSh 75 billion (~$635 million), driven by local brands expanding their online presence.
The click-through rate for Kenyan PPC ads stands at 4.2%, indicating better ad targeting and audience engagement than previous years. Retail and e-commerce sectors lead in advertising investments, leveraging PPC to capture consumer interest in a competitive market. As digital adoption deepens, companies are optimizing campaigns for higher impression share and ROI, making PPC a vital component of Kenya's marketing strategies in 2026.