Gojek Ads Guide: How to Advertise on Gojek in Singapore (2026)

Gojek Ads Guide: How to Advertise on Gojek in Singapore (2026)

Why Gojek Ads Matter for Singapore Marketers

Gojek has cemented its position as one of Singapore’s most-used ride-hailing and on-demand services apps. With millions of monthly active users across the island, the platform provides advertisers with access to a captive, mobile-first audience that spans commuters, food delivery customers, and everyday service users. For brands looking to reach Singaporeans during moments of intent and transit, gojek ads present a compelling channel.

Unlike traditional digital advertising on social media or search engines, ride-hailing advertising reaches users in a unique context. Passengers waiting for their ride, tracking their driver, or browsing the app for services are in a receptive mindset. This translates into higher engagement rates compared to banner ads on congested news sites or interruptive pre-roll video on streaming platforms.

Singapore’s compact urban geography further amplifies the value of Gojek’s advertising ecosystem. Advertisers can target users by location, time of day, and behavioural signals with a level of precision that is difficult to replicate on broader programmatic networks. Whether you are a local F&B chain, a financial services provider, or an e-commerce brand, Gojek ads give you proximity to consumers when they are most likely to act.

The platform’s expansion beyond ride-hailing into food delivery (GoFood), payments (GoPay), and other verticals means advertisers can reach users across multiple touchpoints within a single ecosystem. This cross-service exposure increases both reach and frequency without requiring separate media buys across different platforms.

If you are considering adding ride-hailing media to your marketing mix, our Gojek ads services team can help you plan and execute campaigns that align with your business objectives.

Gojek Ad Formats Explained

Gojek offers several ad formats designed to capture attention at different stages of the user journey. Understanding each format’s strengths is essential for building effective campaigns.

In-App Display Ads

These are banner and interstitial advertisements that appear within the Gojek app interface. They typically show on the home screen, booking confirmation screens, or during ride tracking. In-app display ads support static images and short animations, and they can be linked to landing pages, app downloads, or deep links within the advertiser’s own app.

Sponsored Tiles

Sponsored tiles appear on the Gojek home screen alongside native service icons. They blend with the app’s interface, providing a non-intrusive yet highly visible placement. This format works well for brand awareness campaigns and for driving users to a specific action such as visiting a microsite or redeeming a promotion.

Push Notification Ads

Gojek allows advertisers to deliver targeted push notifications to segmented user groups. These messages appear on the user’s lock screen or notification tray and can include short copy with a call to action. Push notifications are effective for time-sensitive promotions, flash sales, and event-driven marketing.

In-Car and Vehicle Branding

Beyond digital placements, Gojek facilitates physical advertising through vehicle wraps, in-car tablet screens, and branded merchandise within driver-partner vehicles. These placements are particularly effective for brands that want to combine digital targeting with physical visibility across Singapore’s roads.

GoFood Sponsored Listings

For F&B businesses, sponsored listings within GoFood push your restaurant or menu items to the top of search results and category pages. This format operates on a cost-per-click or cost-per-order model and is directly tied to revenue generation.

Each format serves a different purpose. A well-structured gojek ads campaign often combines two or more formats to cover awareness, consideration, and conversion stages within the same platform.

Audience Targeting on Gojek

One of the strongest selling points of advertising on Gojek is the depth of audience targeting available. The platform collects first-party data across its services, enabling advertisers to segment users with considerable precision.

Location-Based Targeting

Gojek knows where users request rides, where they travel to, and where they order food from. Advertisers can target users based on pick-up locations, drop-off zones, or areas they frequent. For a retailer in Orchard Road, this means serving ads specifically to users who regularly travel to that area.

Behavioural Targeting

User behaviour within the Gojek ecosystem reveals intent signals. Frequent GoFood users can be targeted with F&B promotions. Users who regularly book premium rides may respond to luxury brand messaging. Heavy commuters during peak hours represent a different segment from weekend leisure users.

Demographic Targeting

Basic demographic filters such as age range, gender, and language preference allow advertisers to align their messaging with specific audience profiles. While not as granular as some social media platforms, these filters are sufficient for most campaign objectives.

Time-Based Targeting

Serving ads during specific hours or days of the week helps advertisers align their messaging with user context. A breakfast promotion performs better during morning commute hours. An entertainment brand benefits from weekend evening placements.

Custom Audiences

Advertisers can upload customer lists for matching against Gojek’s user base, enabling retargeting of existing customers or creation of lookalike audiences. This is particularly useful for brands running cross-channel campaigns alongside digital marketing services on other platforms.

Combining multiple targeting parameters creates focused audience segments that reduce waste and improve return on ad spend. The key is to start with clear audience hypotheses and refine them based on campaign data.

Pricing and Budgeting for Gojek Campaigns

Gojek advertising operates on several pricing models depending on the ad format and campaign objectives. Understanding these models helps you allocate budget effectively.

Cost-Per-Mille (CPM)

Display ads and sponsored tiles typically use a CPM model, where you pay per thousand impressions. CPM rates on Gojek in Singapore generally range from SGD 8 to SGD 25, depending on placement, targeting specificity, and campaign duration. Premium placements such as home screen takeovers command higher rates.

Cost-Per-Click (CPC)

Certain formats, particularly GoFood sponsored listings and some display placements, offer CPC pricing. This model is preferable when your campaign goal is driving traffic to a landing page or app. CPC rates vary by category competitiveness and targeting parameters.

Cost-Per-Action (CPA)

For performance-oriented campaigns, Gojek offers CPA arrangements where you pay only when users complete a defined action such as an app install, a sign-up, or a purchase. CPA campaigns require sufficient conversion volume to optimise effectively.

Minimum Spend Requirements

Gojek typically requires a minimum campaign spend, which in Singapore usually starts from SGD 5,000 for managed campaigns. Self-serve options for GoFood merchants may have lower thresholds. It is advisable to confirm current minimums directly with Gojek’s advertising team or through a Gojek ads agency partner.

Budget Allocation Recommendations

• Allocate 60-70% of budget to your primary format and the remainder to supporting formats
• Reserve 15-20% for testing new audience segments and creative variations
• Plan for a minimum four-week campaign to gather statistically significant data
• Factor in creative production costs, which sit outside the media spend

For brands exploring ride-hailing advertising for the first time, starting with a SGD 10,000 to SGD 15,000 test budget over six to eight weeks provides enough data to evaluate performance and justify scaling.

Setting Up Your First Gojek Ad Campaign

Launching a Gojek advertising campaign involves several steps. While the process may evolve as the platform updates its advertiser tools, the general workflow remains consistent.

Step 1: Define Campaign Objectives

Before contacting Gojek’s advertising team, clarify what you want to achieve. Common objectives include brand awareness (measured by impressions and reach), consideration (measured by clicks and engagement), and conversion (measured by installs, sign-ups, or purchases). Your objective determines the ad formats, targeting, and pricing model you should use.

Step 2: Identify Your Target Audience

Document your ideal customer profile and map it to Gojek’s targeting capabilities. Consider which Gojek services your audience is most likely to use, what times of day they are active, and which locations are relevant to your business.

Step 3: Develop Creative Assets

Prepare ad creatives that comply with Gojek’s specifications. This typically includes banner images in multiple sizes, short copy for push notifications, and landing pages optimised for mobile. Keep messaging concise and action-oriented. Singaporean audiences respond well to clear value propositions and localised references.

Step 4: Submit Your Campaign Brief

Work with Gojek’s advertising sales team or an authorised agency to submit your campaign brief. Include your objectives, target audience, preferred formats, budget, and timeline. The Gojek team will propose a media plan with estimated reach and costs.

Step 5: Review and Approve the Media Plan

Evaluate the proposed plan against your objectives and budget. Negotiate placements, targeting parameters, and pricing as needed. Ensure that reporting and measurement capabilities align with your KPIs.

Step 6: Launch and Monitor

Once the campaign goes live, monitor performance daily during the first week to identify any issues with delivery, targeting, or creative performance. Make adjustments early to maximise the remaining campaign budget.

Partnering with an experienced agency can streamline this process. Our team manages gojek ads campaigns end to end, from strategy and creative to optimisation and reporting.

Measuring Gojek Ad Performance

Effective measurement separates successful campaigns from wasted spend. Gojek provides advertisers with reporting dashboards and data exports, though the depth of analytics varies by campaign type and spend level.

Key Metrics to Track

• Impressions: total number of times your ad was displayed
• Reach: unique users who saw your ad
• Click-Through Rate (CTR): percentage of impressions that resulted in clicks
• Conversion Rate: percentage of clicks that led to a defined action
• Cost Per Acquisition (CPA): total spend divided by conversions
• Return on Ad Spend (ROAS): revenue generated per dollar of ad spend
• Frequency: average number of times each user saw your ad

Attribution Considerations

Ride-hailing ads often contribute to the consideration phase rather than being the last click before conversion. Use multi-touch attribution models where possible to credit Gojek ads appropriately. If your analytics setup only supports last-click attribution, consider running brand lift studies or controlled experiments to measure incremental impact.

Cross-Channel Measurement

If you run campaigns across Gojek and other platforms such as Grab ads or programmatic advertising, ensure your measurement framework accounts for overlap and frequency capping across channels. Unified reporting dashboards help you compare performance consistently.

Regular performance reviews, ideally weekly during active campaigns, allow you to reallocate budget from underperforming segments to those delivering results.

Gojek Ads vs Grab Ads: Key Differences

Singapore’s ride-hailing market is dominated by two players: Gojek and Grab. Many advertisers consider both platforms, so understanding their differences helps with allocation decisions.

Market Share and Reach

Grab holds a larger market share in Singapore’s ride-hailing segment, which translates to broader reach. Gojek, however, has a loyal user base and often offers more competitive advertising rates due to lower demand from advertisers. This can result in better cost efficiency for Gojek campaigns.

Ad Format Variety

Both platforms offer similar digital ad formats. Grab has a more established self-serve advertising platform (GrabAds), while Gojek’s advertising solutions tend to be more managed-service oriented. If you prefer hands-on control over campaign settings, Grab’s platform may feel more familiar. If you prefer a consultative approach, Gojek’s managed service can be advantageous.

Audience Composition

While there is significant overlap, each platform attracts slightly different user demographics. Testing campaigns on both platforms and comparing performance data is the most reliable way to determine which audience responds better to your messaging.

Data and Reporting

Grab generally provides more granular self-serve reporting. Gojek reporting is improving but may require more direct communication with account managers for detailed breakdowns.

Many advertisers run campaigns on both platforms simultaneously. Our Grab ads services and Gojek ads services teams can coordinate cross-platform strategies to maximise your reach within Singapore’s ride-hailing ecosystem.

Best Practices for Gojek Advertising in Singapore

Drawing from campaigns run across various industries in Singapore, here are practical recommendations for getting the most from your Gojek advertising spend.

Localise Your Creative

Generic creative underperforms in Singapore. Reference local landmarks, events, or cultural moments. Use Singlish sparingly and strategically if it fits your brand voice. Ensure pricing and offers are in SGD and reflect local market expectations.

Align With User Context

A user waiting for a ride is in a different mindset from someone browsing social media. Keep your messaging relevant to the transit or on-demand service context. Quick, scannable messages with clear calls to action outperform long-form copy.

Test Multiple Creatives

Run at least three creative variations per campaign to identify which messaging, visuals, and calls to action resonate with your target audience. Rotate creatives every two to three weeks to combat ad fatigue.

Combine Digital and Physical Placements

If budget allows, pairing in-app ads with in-car branding creates a multi-sensory brand experience. Passengers who see your brand on the car exterior and then encounter your ad in-app experience reinforced messaging.

Leverage Seasonal Peaks

Ride-hailing usage in Singapore spikes during rainy seasons, major events (National Day, F1 Grand Prix, year-end festivities), and public holidays. Plan campaigns around these periods for higher impression volumes, but book placements early as inventory fills quickly.

Set Realistic Timelines

Gojek ad campaigns typically require two to three weeks of lead time for setup and creative approval. Factor this into your marketing calendar, especially for time-sensitive promotions.

Monitor Frequency Caps

Overexposure leads to diminishing returns and negative brand sentiment. Set frequency caps to limit how many times an individual user sees your ad per day or per week. A cap of three to five impressions per user per day is a reasonable starting point for awareness campaigns.

Frequently Asked Questions

How much does it cost to advertise on Gojek in Singapore?

Managed campaigns on Gojek typically start from SGD 5,000, with CPM rates ranging from SGD 8 to SGD 25 depending on placement and targeting. GoFood sponsored listings for F&B merchants may have lower entry points. Exact pricing depends on your campaign scope, duration, and the formats you select. Contact Gojek’s advertising team or a certified agency for a tailored quote.

Can small businesses advertise on Gojek?

Yes, though options are more accessible for F&B businesses through GoFood’s merchant advertising tools. For non-F&B small businesses, the minimum spend requirements for display and push notification campaigns may be challenging. Consider pooling budgets across a longer campaign period or working with an agency that can negotiate favourable terms on your behalf.

What industries perform best with Gojek ads?

F&B, retail, financial services, entertainment, and travel brands consistently perform well on Gojek in Singapore. The platform’s user base skews towards urban professionals aged 25 to 45, making it suitable for brands targeting middle-to-upper-income consumers. However, any industry with a mobile-friendly product or service can find value if the targeting is set up correctly.

How do I track conversions from Gojek ads?

Gojek provides conversion tracking through its reporting dashboard for campaigns that drive in-app actions. For off-platform conversions such as website purchases or app installs, you need to implement tracking pixels or use a mobile measurement partner (MMP) such as AppsFlyer or Adjust. Your agency or Gojek’s ad operations team can assist with the technical setup.

Should I advertise on Gojek or Grab?

The answer depends on your target audience, budget, and campaign objectives. Grab offers broader reach in Singapore, while Gojek may provide better cost efficiency. Many advertisers test both platforms and allocate budget based on performance data. Running parallel campaigns with consistent creative allows for a direct comparison. Read our Grab ads guide for a detailed comparison.