Key figures
| Metric | Value | Note |
|---|---|---|
| Search Ad Spend | €6.9 billion | |
| Organic Traffic Share | 60.5% | of website traffic |
| Local Search Usage | 74.5% | of internet users |
| SEO Spend | $3.0 billion | |
| Search Engine Market Share | Google 95.8% |
Overview
Search engines are a primary tool for Turkish consumers to find information and products online. Both paid search advertising and organic search optimization are vital for businesses aiming to connect with this audience.
Breakdown
- Search Ad Spend by Device (2026): Mobile €4.5B, Desktop €2.4B
- Top Search Queries: Product information, Local services, Prices, Contact details
- Local Search Impact: 84% of local searches lead to a visit or call
Outlook
Search ad expenditure in Turkey is projected to grow steadily, driven by increasing digital maturity and the effectiveness of search campaigns. Continued investment in SEO will be crucial for businesses to ensure visibility and capture user intent in a competitive online environment.
Sources: industry surveys, platform filings, and modeled estimates for 2026