Cobalt cerium oxide catalysts with small molecular organic acids (SOAs) as chelating agents were prepared via the sol–gel method and investigated for the complete oxidation of toluene. Four kinds of natural SOAs, i.e. malic acid (MA), citric acid (CA), glycolic acid (GA), and tartaric acid (TA), were selected. The effect of organic acids on the composition, structure, morphology and catalytic performance of metal oxides is discussed in details. The cobalt cerium oxides catalysts were characterized by various techniques, including TG–DSC, XRD, SEM–EDS, N2–adsorption and desorption, XPS, and H2–TPR analyses. The results show that the nature of organic acids influenced the hydrolysis, condensation and calcination processes, as well as strongly affected the textural and physicochemical properties of the metal oxides synthesized. The best catalytic activity was obtained with the CoCe–MA catalyst, and the toluene conversion reached 90% at 242 °C. This outstanding catalytic activity could be related to its textural, redox properties and unique surface compositions and oxidation states. In addition, the CoCe–MA catalyst also showed excellent stability in long–time activity test.