In 2026, the Republic of Congo has seen a steady increase in PPC impression share, reaching 27.4%, driven by expanding internet access and digital literacy. Digital advertising spend has grown to USD 45 million, reflecting increased investment from local and international brands. Mobile advertising dominates the landscape, with 68% of ads served on smartphones, underscoring mobile-first consumer behavior.
Despite rapid growth, conversion rates remain moderate at 2.8%, indicating room for optimization in campaign strategies. The average CPC of USD 0.78 remains competitive, making paid search an attractive channel for small and medium enterprises seeking market expansion amidst rising digital competition.