Portugal's PPC impression share is projected to reach 35.2% in 2026, reflecting increased competition and market maturity. The total digital ad spend is expected to grow to €1.85 billion, driven by rising internet penetration and e-commerce activities. Mobile advertising remains dominant, accounting for over 65% of ad expenditure, indicating a shift towards mobile-first marketing strategies.
With an average CPC of €0.45, advertisers are optimizing their campaigns for better ROI as competition intensifies. The conversion rate of 4.8% suggests improving ad effectiveness, likely due to better targeting and data-driven strategies. Overall, Portugal's digital advertising landscape is expanding rapidly, aligning with global trends and digital transformation efforts in the country.