Guatemala's PPC impression share has increased steadily, reaching 35% in 2026, driven by growing internet penetration and digital marketing strategies. Advertisers are focusing on mobile optimization, with 78% of campaigns tailored for smartphones, reflecting the country's mobile-first digital landscape. The total paid advertising expenditure has surged to USD 150 million, emphasizing the importance of PPC in Guatemala's marketing mix.
The retail sector dominates PPC investments, leveraging paid ads to attract consumers and increase sales. The average click-through rate stands at 4.5%, showing effective targeting and ad relevance. As digital adoption accelerates, businesses are expected to allocate more budget to PPC, aiming for higher market visibility and competitive advantage in Guatemala's expanding online economy.