Spain's PPC impression share remains robust at 65% in 2026, reflecting strong digital ad competition and high user engagement. The average CPC has increased modestly to €1.20, driven by rising ad demand and competitive bidding strategies. Mobile devices dominate PPC traffic, accounting for 72% of clicks, highlighting the importance of mobile-optimized campaigns for Spanish advertisers.
Total PPC ad spend is projected at €3.8 billion, signifying continued growth in digital marketing investments. The average conversion rate of 4.5% indicates effective targeting and ad relevance, although there is room for improvement in optimizing ad campaigns. As the digital landscape evolves, Spanish businesses are expected to allocate more budget toward PPC to capitalize on online consumer behavior.