In Senegal in 2026, online advertising costs between 600 and 2,500 FCFA per CPM (cost per 1,000 impressions), 40 to 350 FCFA per CPC (cost per click) and 800 to 6,000 FCFA per lead depending on the platform and sector. Here are the real benchmarks to budget your campaigns without waste.
Three platforms, three pricing logics
Facebook and Instagram (Meta) dominate in volume and targeting. Google captures search intent (more expensive but warmer). TikTok offers the lowest impression costs but a younger audience. Here are the general ranges.
| Platform | CPM | CPC | Main strength |
|---|---|---|---|
| Facebook / Instagram | 800 to 1,800 FCFA | 50 to 200 FCFA | Targeting and volume |
| Google Search | 1,500 to 2,500 FCFA | 100 to 350 FCFA | Purchase intent |
| TikTok | 600 to 1,200 FCFA | 40 to 150 FCFA | Reach and youth |
CPM detailed by platform and format
CPM measures the cost per 1,000 impressions. It varies with format (image, video, story) and competition on the targeted audience.
| Format | Facebook / Insta | TikTok | Google Display |
|---|---|---|---|
| Image / banner | 800 to 1,200 FCFA | 600 to 900 FCFA | 700 to 1,400 FCFA |
| Short video | 1,000 to 1,500 FCFA | 700 to 1,100 FCFA | 1,200 to 2,000 FCFA |
| Story / vertical format | 1,200 to 1,800 FCFA | 900 to 1,200 FCFA | Not applicable |
CPC and cost per lead by sector
Not all sectors cost the same. Real estate and finance are expensive (strong competition, high basket). Retail and restaurants are more affordable.
| Sector | Average CPC | Cost per lead |
|---|---|---|
| E-commerce / retail | 50 to 120 FCFA | 800 to 2,000 FCFA |
| Restaurants / leisure | 40 to 100 FCFA | 1,000 to 2,500 FCFA |
| Education / training | 80 to 180 FCFA | 1,500 to 3,500 FCFA |
| Real estate | 150 to 300 FCFA | 3,000 to 6,000 FCFA |
| Finance / insurance | 180 to 350 FCFA | 3,500 to 6,000 FCFA |
The minimum budget that actually works
Below a certain threshold, a campaign does not collect enough data to optimize. Here are the recommended minimum monthly budgets by objective.
| Objective | Minimum monthly budget | Expected result |
|---|---|---|
| Local awareness | 75,000 FCFA | 50,000 to 100,000 views |
| Traffic to the site | 120,000 FCFA | 1,200 to 2,000 clicks |
| Lead generation | 200,000 FCFA | 80 to 180 leads |
| E-commerce sales | 300,000 FCFA | Depends on basket and conversion |
How to split a monthly ad budget
The split depends on your objective and target. For a mass-market local brand, Meta and TikTok dominate. To capture a precise purchase intent, Google takes a larger share. Here is a typical split for 300,000 FCFA/month.
| Platform | Budget share | Amount | Role |
|---|---|---|---|
| Facebook / Instagram | 50 percent | 150,000 FCFA | Volume and targeting |
| Google Search | 30 percent | 90,000 FCFA | Warm intent |
| TikTok | 20 percent | 60,000 FCFA | Young reach |
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Worked example: lead-generation campaign in education
A training center wants 100 prospects per month. Education sector: estimated cost per lead of 2,000 FCFA. Required media budget: 100 x 2,000 = 200,000 FCFA. Adding campaign management (creatives + optimization) at 150,000 FCFA, the total monthly budget reaches 350,000 FCFA for 100 leads, a full cost of 3,500 FCFA per prospect. Converting those leads into enrollments is the next step.
The hidden costs to anticipate
The media budget is not everything. You must plan for visual and video creation, campaign management, and sometimes a tracking tool. A poorly managed campaign wastes 30 to 50 percent of the budget. A modest, well-optimized media budget beats a large, poorly steered one.
FAQ
Which platform offers the cheapest CPM in Senegal?
TikTok, with a CPM of 600 to 1,200 FCFA, is generally the cheapest for impressions. But the cheapest CPM is not always the most profitable: it all depends on your target and objective.
What is the minimum budget for an effective campaign?
For lead generation, plan at least 200,000 FCFA/month of media budget. Below that, the algorithm lacks data to optimize and results stay erratic.
Why does Google cost more than Facebook?
Because Google captures purchase intent: the user is already searching for your product. This warmer traffic costs more per click but often converts better.
How much does a lead cost in real estate or finance?
Between 3,000 and 6,000 FCFA, the most expensive sectors. Competition is strong and the basket high, which pushes bids up. Good targeting remains essential to control this cost.
Does the media budget include visual creation?
No. The media budget goes to the platforms (Meta, Google, TikTok). Visual creation and campaign management are separate costs, generally 100,000 to 200,000 FCFA/month depending on volume.
Let's talk about your project. We calibrate your ad budget by platform and by costed objective. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
