Comparison: Google vs. Meta ad performance for fashion stores in Brazil

Rodrigo Pinto · 2026-10-07

Comparative KPIS across platforms

1. CTR (Click-Through Rate): On Google Ads, the average CTR for fashion ads is around 2% to 4%. On Meta (Facebook and Instagram), this rate can be 1.5% to 3%, depending on the ad format.

1. Conversion: The conversion rate on Google tends to be higher, ranging from 3% to 5%, while on Meta, it’s between 1% and 3%. This is due to the higher purchase intent of users who are actively searching.

1. ROAS (Return on Ad Spend): The average ROAS on Google for fashion e-commerce is 400% to 600%, while on Meta, it can range from 300% to 500%.

Targeting on each platform

• Google Ads: Allows targeting based on keywords, geographic location, and even browsing behavior. This is effective for reaching consumers who are at the point of making a purchase decision.

• Meta Ads: Offers demographic, interest, and behavior targeting options. It’s ideal for building brand awareness and reaching broader audiences, but may require testing to find the right audience.

Cost per acquisition on each channel

• Google: The average CPA (Cost per Acquisition) for fashion can range from R$ 25 to R$ 50. It’s more expensive, but the higher purchase intent makes up for it.

• Meta: CPA is usually lower, ranging from R$ 15 to R$ 30. However, conversion is lower, which can result in a higher total cost in less optimized campaigns.

Analysis of different creatives used

• Google: Search ads with direct copy and Shopping ads with high-quality images are the most effective. It’s important to focus on clear descriptions and calls to action.

• Meta: Visual creatives, like videos and carousels, tend to perform better. Storytelling and images that convey emotion drive more engagement and conversions.

Insights for future campaigns

1. Test formats: Use different ad formats to find what resonates best with your audience. On Meta, for example, try short videos and carousels.

1. Remarketing: Running remarketing campaigns on Google can significantly increase the conversion rate by capturing users who have already shown interest.

1. Ongoing analysis: Use tools like FreeSpy to monitor competitors’ ads and understand which strategies are working in the market.

1. Landing page optimization: Both platforms require landing pages to be optimized for conversion, ensuring a smooth user experience.

Which KPIs do you consider most important for your fashion campaigns? Share your numbers!