Gauteng is small geographically and highly varied commercially. Advertisers who target the province as one audience get an average — and the average is rarely where the money is.
Three markets, not one
Johannesburg, Pretoria and Midrand differ in ways that show up directly in campaign performance: competitive density, search language, commute patterns and what proximity means to a buyer.
- Johannesburg — highest competition and highest cost per click across most commercial categories
- Pretoria — distinct search behaviour, with Afrikaans-language queries materially more common in several sectors
- Midrand — a corridor market where buyers routinely consider suppliers in both directions
Running one campaign across all three means one bid, one ad set and one landing message for audiences that convert at different rates and different costs.