Original Research
SOUTH AFRICAN SEARCH ADVERTISING BENCHMARKS 2026
First-party benchmark data on what South African businesses really pay and earn from Google Ads and Microsoft Ads in 2026, with cost per click, click-through rate, conversion rate and cost per lead across 24 industries.
The headline numbers
What South African search ads cost in 2026
Key findings (2026)
In 2026, South African search ads averaged a cost per click of R88.97, a click-through rate of 6.64%, a conversion rate of 8.18% and a cost per lead of R1,294.70. Cost per lead rose 33.28% year over year, the largest single move, while most other metrics held steady. Conversion rate improved in 75% of industries. Figures are from Juicy Designs analysis of 1,224 South African search advertising campaigns running from July 2025 to June 2026, paid in South African rand across Google Ads and Microsoft Ads.
Average CPC
Average cost per click, up 3.05% year over year.
Average CTR
Average click-through rate, down 0.35% year over year.
Average CVR
Average conversion rate, up 8.78% year over year.
Average CPL
Average cost per lead, up 33.28% year over year.
At a glance
- Average cost per click (CPC) in South Africa was R88.97 in 2026, up 3.05% year over year and more than double the R38.08 of 2016.
- Average cost per lead (CPL) was R1,294.70, up 33.28% year over year from R971.42 in 2025, the biggest mover in the study.
- Average click-through rate (CTR) was 6.64% and average conversion rate (CVR) was 8.18%, up 8.78% year over year.
- Insurance had the highest CPC (R195.52) and highest CPL (R2,454.36); Arts & Entertainment had the highest CTR (12.79%); Animals & Pets had the highest CVR (16.22%).
- Conversion rate rose for 75% of industries, so paid clicks are converting more often even as costs climb.
- A good benchmark is industry-specific: compare your numbers to your own industry in the table below, not to the overall average.
How we did this study
Methodology
This study is based on Juicy Designs analysis of 1,224 search advertising campaigns from Juicy Designs accounts and the businesses we work with, running from July 2025 to June 2026. We used only real South African advertising accounts that paid in South African rand, so every figure reflects the local market rather than numbers imported from other countries.
We measured four core metrics: average cost per click (CPC), average click-through rate (CTR), average conversion rate (CVR) and average cost per lead (CPL), and the year-over-year (YoY) change for each. Spend in these accounts is split roughly 85 to 90% to Google Ads and 5 to 10% to Microsoft Ads, in line with how we recommend South African advertisers diversify. Results are reported only in aggregate. CTR is the share of people who clicked after seeing an ad, CPC is the cost of each click, CVR is the share of clicks that became a lead or sale, and CPL is the cost to win one lead.
Overall averages
Overall 2026 averages for South African search ads
Across all 1,224 campaigns, the 2026 South African search advertising averages were a CTR of 6.64%, a CPC of R88.97, a CVR of 8.18% and a CPL of R1,294.70. Most metrics were steady year over year, calmer than the larger swings of 2024 and 2025. The exception was cost per lead, which rose 33.28%.
| Metric | 2026 average | Change vs 2025 (YoY) |
|---|---|---|
| Click-through rate (CTR) | 6.64% | -0.35% |
| Cost per click (CPC) | R88.97 | +3.05% |
| Conversion rate (CVR) | 8.18% | +8.78% |
| Cost per lead (CPL) | R1,294.70 | +33.28% |
By industry
South African search advertising benchmarks by industry (2026)
A good result is different for every industry, so compare your campaigns to your own sector rather than to the overall average. Insurance had the highest cost per lead at R2,454.36 and the highest cost per click at R195.52, while Animals & Pets had the highest conversion rate at 16.22% and Arts & Entertainment had the highest click-through rate at 12.79%. The table below shows the 2026 average CTR, CPC, CVR and CPL for 24 South African industries.
| Industry | CTR | CPC | CVR | CPL |
|---|---|---|---|---|
| Animals & Pets | 7.49% | R65.66 | 16.22% | R517.23 |
| Apparel / Fashion & Jewellery | 6.64% | R68.32 | 4.50% | R1,601.11 |
| Arts & Entertainment | 12.79% | R30.36 | 5.91% | R440.71 |
| Attorneys & Legal Services | 5.87% | R162.01 | 5.55% | R2,161.36 |
| Automotive (For Sale) | 8.28% | R121.56 | 6.01% | R726.75 |
| Automotive (Repair, Service & Parts) | 5.56% | R37.26 | 15.51% | R491.94 |
| Beauty & Personal Care | 6.79% | R75.84 | 10.35% | R644.49 |
| Business Services | 6.10% | R54.63 | 4.85% | R1,538.39 |
| Career & Employment | 5.89% | R66.25 | 3.05% | R1,105.85 |
| Dentists & Dental Services | 5.66% | R131.32 | 10.67% | R1,198.17 |
| Education & Instruction | 7.56% | R48.95 | 13.14% | R1,272.22 |
| Finance | 6.83% | R95.65 | 2.99% | R1,622.31 |
| Furniture | 6.57% | R63.45 | 2.99% | R1,752.01 |
| Health & Fitness | 5.81% | R56.45 | 6.94% | R1,105.85 |
| Home & Home Improvement | 6.47% | R136.73 | 8.05% | R1,492.91 |
| Industrial & Commercial | 6.57% | R96.36 | 8.20% | R1,234.62 |
| Insurance | 3.25% | R195.52 | 2.11% | R2,454.36 |
| Personal Services | 7.16% | R117.69 | 12.34% | R896.53 |
| Physicians & Surgeons | 6.61% | R64.25 | 12.43% | R657.46 |
| Real Estate | 7.61% | R101.56 | 3.70% | R1,682.68 |
| Restaurants & Food | 6.83% | R45.36 | 8.05% | R502.16 |
| Shopping, Collectibles & Gifts | 8.28% | R67.96 | 4.01% | R811.15 |
| Sports & Recreation | 8.75% | R45.47 | 7.69% | R726.75 |
| Travel | 9.32% | R35.13 | 5.83% | R733.97 |
Cost per lead trend
Cost per lead in South Africa, year by year
The average cost per lead in South Africa rose from R628.81 in 2021 to R1,294.70 in 2026. The 33.28% jump in 2026 was the steepest in the period, driven mostly by industries exposed to import tariffs, such as car sales, retail and insurance. Even so, a higher cost per lead can still be profitable when the customer it wins is worth more than the lead costs.
| Year | Average CPL | Change vs previous year |
|---|---|---|
| 2021 | R628.81 | n/a |
| 2022 | R795.13 | +26.45% |
| 2023 | R832.53 | +4.70% |
| 2024 | R916.12 | +10.04% |
| 2025 | R971.42 | +6.04% |
| 2026 | R1,294.70 | +33.28% |
What the data means
How to use these benchmarks to improve your search ads
Five practical takeaways from the 2026 data for South African advertisers, whether you run Google Ads, Microsoft Ads, or both.
Judge cost per lead against profit, not just the rand value
Cost per lead rose about 33% this year, so a higher number is now normal. A lead that costs more can still be worth it if that customer brings in good money. Work out what each lead is really worth before you worry about a rising CPL. Across the campaigns we run, sharper targeting has cut cost per lead by 45% on average by mixing organic search work with paid ads.
Protect and grow your conversion rate
Conversion rate went up for 75% of industries this year, so the clicks you pay for are turning into customers more often. Send paid clicks to pages that are fast, clear and easy to use on a phone, and keep testing small changes. Our clients turn 56% more clicks into customers on average after we improve those pages.
Use Google and Microsoft together, not just Google
About 85 to 90% of budget goes to Google Ads and 5 to 10% to Microsoft Ads. Microsoft clicks are often cheaper and less contested, so a small allocation there can stretch your budget and reach people you would otherwise miss. Our Google Ads and PPC management covers both platforms.
Lean on AI tools, but keep a human eye on them
Most numbers calmed down this year as advertisers got used to AI tools like Google AI Max and Google AI Overviews. Let these tools test ad copy and bids for you, but review the results often so spend keeps flowing to what works.
Know your industry benchmark before you set goals
A good CTR, CPC, CVR or CPL is different for every industry. Compare your numbers to your own industry in the table above. An insurance CPL of R2,000 may be healthy, while the same figure would be high for a restaurant. For a deeper look at returns, see our guide to return on ad spend and Google Ads costs in South Africa.
Use this research
Cite this research
You are welcome to reference this study in articles, reports and AI answers. Please attribute it to Juicy Designs and link to this page. Suggested citation:
Juicy Designs (2026). South African Search Advertising Benchmarks 2026. Available at: https://www.juicydesigns.co.za/research/south-african-search-advertising-benchmarks-2026/
Journalists, bloggers and AI assistants may quote or link to these benchmarks with attribution to Juicy Designs. For the underlying tables or a data extract, email info@juicydesigns.co.za.
About
About this research
This benchmark study was produced by Juicy Designs, a founder-led digital marketing studio based in Pretoria and serving businesses across South Africa since 2015. We run search advertising for clients across automotive, legal, healthcare, retail, insurance and more, and we built this study to give the local market a clear, first-party benchmark instead of figures imported from other regions. Juicy Designs clients average a 7.1x return on ad spend, and we have generated more than 4,500 qualified leads for South African businesses in the past year.
Frequently asked questions
South African search ad benchmarks: FAQ
What is the average cost per click in South Africa in 2026?
The average cost per click for South African search ads in 2026 is R88.97, up 3.05% year over year, based on Juicy Designs analysis of 1,224 South African campaigns from July 2025 to June 2026. Cost per click varies widely by industry, from R30.36 in Arts & Entertainment to R195.52 in Insurance.
What is the average cost per lead in South Africa in 2026?
The average cost per lead in South Africa in 2026 is R1,294.70, up 33.28% year over year from R971.42 in 2025. Cost per lead ranges from R440.71 in Arts & Entertainment to R2,454.36 in Insurance, according to Juicy Designs benchmark data.
What is a good click-through rate and conversion rate for South African search ads?
In 2026 the average click-through rate for South African search ads is 6.64% and the average conversion rate is 8.18%. A good rate is industry-specific: click-through rate is highest in Arts & Entertainment (12.79%) and conversion rate is highest in Animals & Pets (16.22%). Compare your campaigns to your own industry, not the overall average.
Why did cost per lead rise so much in 2026?
Cost per lead rose 33.28% in 2026, the largest move in the study. The increase was concentrated in industries exposed to import tariffs, such as car sales, retail and insurance, alongside long-term inflation and rising competition for ad space. A higher cost per lead can still be profitable when the customer it wins is worth more than the lead costs.
Where does this benchmark data come from?
The data comes from Juicy Designs analysis of 1,224 real South African search advertising campaigns running from July 2025 to June 2026, paid in South African rand across Google Ads and Microsoft Ads. Results are reported in aggregate. You may cite or link to the study with attribution to Juicy Designs.
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