South Africa's PPC impression share has increased to 35% in 2026, reflecting a growing digital advertising landscape driven by increased internet access and mobile usage. The total digital ad spend has reached R2.8 billion, indicating robust investment from local and international brands seeking to target the expanding online audience. The number of active advertisers continues to grow, showcasing the sector's maturity and the importance of paid advertising in local marketing strategies.
Mobile advertising dominates the market, accounting for 78% of ad impressions, emphasizing the mobile-first digital culture in South Africa. Average CPCs have risen slightly to R15.50, aligning with increased competition and higher ad quality standards. As digital infrastructure improves, more businesses are leveraging PPC campaigns for lead generation and brand awareness, confirming South Africa's position as a key emerging digital market in Africa.