Google Ads Benchmarks by Country
- Compare benchmarks across 35 countries
- Select your market for local-currency data
- CTR, CPC, conversion rate, CPA & ROAS
Average Google Ads performance in Brazil across all industries. Figures in BRL (R$).
Select an industry to highlight it in the table. All figures in BRL (R$).
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Common questions about Google Ads performance in Brazil.
The average CPC for Google Search Ads in Brazil is around R$4.17 across all industries. Brazil has lower CPCs than mature English-speaking markets, reflecting lower advertiser competition and average order values. High-competition verticals like legal, finance, insurance and property still see significantly higher CPCs than the market average.
A good CTR for Google Search Ads in Brazil is typically 2.5–4.5%, with a cross-industry average around 3.1–3.3%. Brazil tends to see competitive CTRs in mobile-first verticals like food delivery, gaming and entertainment. Display campaigns will have much lower CTRs (often under 0.5%), so always compare like for like.
Google Ads CPCs in Brazil are lower primarily because advertiser competition is lower and consumer average order values are smaller than in mature English-speaking markets. The auction has fewer high-budget international advertisers competing for local-language keywords. As digital advertising adoption grows in Latin America, CPCs are gradually increasing year-over-year.
The average Google Ads conversion rate in Brazil is approximately 3.2–3.8% across all industries. Conversion rates can be lower than mature markets due to less developed digital payment infrastructure and longer trust-building cycles. Mobile landing page optimisation is especially important in Brazil, where a significant share of traffic is mobile-first.
Plan and report in local currency (BRL) when advertising in Brazil. Google Ads bills in the currency you set for your account — if it's BRL, all costs will be in BRL. Using USD benchmarks will give you misleading comparisons because the local auction, consumer purchasing power and cost structures differ significantly from the US market.
Benchmarks are reviewed and updated quarterly. The current data reflects Q2 2026 industry aggregates compiled from anonymised campaign data and published industry reports. Individual results will vary based on keyword competition, Quality Score, bid strategy, landing page experience and account structure.
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