Who’s Really Spending on Google Ads in Nigeria?

If you’ve been on YouTube, a random blog, or even trying to check BBNaija updates this month, you’ve probably seen the same few brands chasing your attention.

It’s not magic.
It’s Google Ads money. Serious money.

The Big Q2 Reveal: Who’s Splashing the Most on Google Ads in Nigeria?

We analyzed:

• Display ads (banners across sites)

• YouTube pre-rolls & bumpers

• Search ads (Google.com and GDN)

• Gmail Ads

• Mobile App Installs via Play Store ads

Across April to July 2025, here’s how it broke down

Top 5 Industries Spending Heavy on Google Ads in Nigeria (Q2 2025)

Source: Google Ad Transparency Center, YouTube Ad Tracker (manual sampling), GDN impressions estimate, 3rd-party insight tools

READ ALSO: Why Your Favorite Startups No Longer Advertise on Bbnaija

1. Food Delivery is Not Playing With YouTube

Chowdeck & Glovo are treating YouTube like the new Oshodi billboard.
Chowdeck alone appeared in 7/10 videos tested across Lagos-based content.

Why it works:

• Real-time hunger targeting

• Easy app install CTA

• Consistent video presence

2. Fintechs + Bet Bros Are Owning the Sidebar

From betting slips to microloans, this category is SEO trigger-happy.

Search for “how to save money” — OPay is there.
Search “Premier League fixtures” — SportyBet is shouting.
Search “POS machine” — Moniepoint is not letting go.

Their goal? First click. First install. First trust.

3. FMCG Finally Dey Digital

Who would’ve thought Sonia Tomato Paste would make it to top 3?

Their strategy: ! 15-30 seconds skippable ads + mass GDN placement
You’ll see it on food blogs, cooking apps, and anytime “jollof” appears in a search query.

Also dominating: Peak Milk & Indomie — brands who now realize eyeballs aren’t only on AIT.

4. Telcos Are Quiet but Rich in Spend

MTN and Airtel prefer subtle insertions in GDN and app networks.

You won’t always see them. But they’re everywhere.
Especially when you’re reading Punch, Premium Times, or downloading music.

They’re doing scale, not swag.

5. Real Estate: Loud on Budget, Weak on Conversion

Landwey and others like Veritasi are throwing millions into GDN and YouTube.

The problem?
Most ads are:

• Not mobile-optimized

• With weak CTAs

• Zero targeting logic (showing Ikoyi duplexes to students in Ikorodu)

They’re spending, but na vibes and granite.

Insights You Shouldn’t Ignore

• YouTube + Display is where the real money is going.
  Brands now see YouTube not as content — but as commercial real estate.

• Search ads are getting tighter — CPC in the finance and betting categories are now 2x more expensive than last year.

• Gmail Ads quietly booming in fintech and betting.
  Check your “Promotions” tab — you’ll see it.

• Local targeting is rising: Glovo now splits Lagos Island and Mainland differently. Chowdeck adjusts messaging by city.

Who’s Missing from This List?

• Skincare & beauty brands — too focused on influencer marketing

• EdTech startups — relying heavily on Instagram

• Local fashion e-commerce — almost invisible in Google ecosystem

• NGOs & civic orgs — not spending at all, despite running awareness campaigns

What This Means for You (If You Work in Marketing)

Start budgeting beyond Meta
If Google Ads is eating market share, and you’re still boosting IG posts, you’re behind.

Run branded search terms before your competitors do
If someone types “buy land in Lekki” and sees your rival, na your fault.

Your GDN creatives must pass the scroll test
Don’t just slap logos on banners — your visuals need to snatch attention, convert fast.

Benchmark your industry’s spend
If you work in fintech and your YouTube CPM is below ₦1,200 — you’re likely underspending.

TL;DR

Q2 showed us that Google Ads in Nigeria is no longer a “tech startup thing.”
Now:

• Tomato paste is inside the game.

• Food delivery is running laps.

• Real estate is shouting.

• Betting is boiling.

• And some industries are still sleeping.

SoroSoke Brand Tip:

No be only Instagram dey convert.
Google Ads dey quietly chop your market share.

If you’re not showing up when Nigerians are searching or watching, you’ve left money on the table and visibility in the dust.