Google Ads vs. Meta Ads: Which Is Better for Direct Sales in Brazil?

Thiago Nunes · 2026-10-07

Cost per click

The cost per click (CPC) on Google Ads generally ranges from R$ 1,00 to R$ 5,00, depending on the niche and competition. In highly competitive segments, such as fashion or technology, CPCs can exceed R$ 10,00. On the other hand, CPCs on Meta Ads tend to be lower, ranging from R$ 0,50 to R$ 4,00. This means that, in terms of cost, Meta may be more advantageous initially, but you need to consider other factors, such as conversion rate.

Conversion rate

The conversion rate on Google Ads tends to be higher in niches such as financial services and e-commerce, reaching between 3% and 5%. By comparison, Meta Ads, with its focus on engagement, can have conversion rates of 1% to 3%, depending on targeting. It’s important to note that conversion depends on traffic quality and the offer. Looking at different niches, health and wellness businesses often get better results on Google, while fashion and beauty stand out on Meta.

Audiences and targeting

On Google, targeting is based on keywords, which works well for users with purchase intent. In niches such as electronics, ads shown for specific searches generate qualified traffic. On Meta, targeting is more focused on interests and behaviors, making it possible to reach broader, more engaged audiences. Combining both strategies can be powerful. For example, if a customer has already visited your site (remarketing on Google) and is also seeing ads on Meta, the likelihood of conversion increases.

Case study

A Brazilian cosmetics company used both platforms. On Google Ads, the CPC was R$ 3,00, with a 4% conversion rate, generating a return on investment (ROI) of 250%. On Meta, the CPC was R$ 1,50, with a 2% conversion rate, resulting in an ROI of 150%. The conclusion was that, while Google generated more direct sales, Meta was effective at increasing brand awareness and re-engaging customers.

Expert opinions

Experts point out that Google Ads is more robust for direct sales of products with high purchase intent, while Meta is ideal for building a customer base and creating brand awareness. In the long run, diversifying across platforms is crucial. Investing in both can maximize results, with Google generating sales and Meta feeding the sales funnel with new leads.

What has your experience been with cost per click and conversion rate on both platforms? Share your metrics.