If you’re advertising in Ghana and still wondering whether to prioritize mobile or desktop, this is your wake-up call. With so many people glued to their phones 24/7, it’s clear that mobile ads are dominating. But that doesn’t mean desktop ads are totally dead either.
So what’s the real deal with mobile vs desktop ad performance in Ghana? What platform gives you better engagement, conversions, and boost for your cedis?
Let’s break it down!
Ghana Is a Mobile-First Country. Period.
Over 90% of Ghanaians access the internet primarily through mobile devices. From Kumasi to Accra to the most remote towns, smartphones are the real MVPs. Here’s why:
- Mobile data is more affordable than ever
- Everyone’s scrolling WhatsApp, Facebook, TikTok, and Instagram
- Most online purchases, searches, and engagements are done on phones
If your ads aren’t optimized for mobile, you’re throwing money away.
Mobile Ads = Higher Engagement
People carry their phones everywhere. That means your ad is more likely to pop up during:
- A quick scroll at trotro stations
- Break time at work
- Late-night browsing sessions
And here’s the kicker: mobile ads often feel more personal and immediate, especially when they’re native (like in-feed Instagram or Facebook ads).
Click-through rates (CTR) for mobile ads in Ghana are typically 2–3x higher than desktop ads.
Engagement—likes, shares, comments—is way stronger on mobile.
Desktop Still Matters for Certain Audiences
While mobile dominates, desktop ads still play a role, especially in professional or academic settings.
People working in offices, students doing research, or high-income users browsing on laptops are still reachable.
Also, B2B ads, long-form landing pages, and e-commerce with high-ticket items tend to perform better on desktop.
So if you’re targeting execs, tech-savvy users, or professional services, don’t ignore desktop completely.
Conversion Rates: It’s Not One-Size-Fits-All
Here’s where it gets interesting.
Mobile ads get more clicks but desktop users often convert at a slightly higher rate, especially for complex purchases
Why? People may see your ad on mobile but wait to complete a purchase on desktop where typing and form-filling are easier. This is why multi-platform ad strategies work best.
Here’s a tip: Use retargeting to catch users who saw your ad on mobile but finish the deal on desktop.
Mobile-Optimized Creative Is a Must
Too many businesses in Ghana still run desktop-sized creatives on mobile screens and it shows. Here’s how you can fix this:
- Use vertical video formats (9:16)
- Keep text short, punchy, and readable
- Use local language, slang, or cultural references for extra relatability
Mobile Payment Integration Is Key
One major edge mobile ads have? Faster checkouts.
Thanks to MoMo (Mobile Money), many Ghanaians are able to click, pay, and receive cash on their phones.
- Integrate payment systems like MTN MoMo, Vodafone Cash, or Paystack
- Use CTA buttons like “Shop Now,” “WhatsApp Us,” or “Call Now”
Make it easy, and people will buy.
Final Verdict on Mobile vs Desktop Ad Performance
If you’re running ads in Ghana, the answer is clear: mobile wins for reach, engagement, and convenience. But depending on your product, audience, and sales cycle, desktop ads can still play a valuable support role.
So what’s the smart play? Use both.
Optimize every ad for mobile screens and test across platforms to see what works best for your audience.
Need Help Running Smart Ads That Convert?
Don’t waste your ad budget guessing. ACS Digital Services is here to help you craft powerful, high-converting ad campaigns tailored for Ghana’s digital space.
Contact ACS Digital Services today and let’s make your ad spend work harder and smarter.
