Key figures
| Metric | Value | Note |
|---|---|---|
| Search Ad Spend | $10.7 billion | |
| Organic Traffic Share | 63.5% | of website traffic |
| Local Search Usage | 76.0% | of internet users |
| SEO Spend | $4.5 billion | |
| Search Engine Market Share | Google 96.2% |
Overview
Search engines are a vital tool for Indonesian consumers seeking information, products, and services online. Both paid search advertising and organic search optimization are crucial for businesses aiming to connect with this large and growing audience.
Breakdown
- Search Ad Spend by Device (2026): Mobile $7.1B, Desktop $3.6B
- Top Search Queries: Product information, Prices, Store locations, Contact details
- Local Search Impact: 87% of local searches lead to a visit or call
Outlook
Search ad expenditure in Indonesia is projected to grow significantly, driven by the increasing effectiveness of search campaigns in capturing high-intent users. Continued investment in SEO will be crucial for businesses to ensure organic visibility in a highly competitive market.
Sources: industry surveys, platform filings, and modeled estimates for 2026