Trends in Digital Advertising in Spain

In Spain, word of mouth and search engines continue to be the dominant channels for discovering new brands, products, and services. This highlights the importance of maintaining a good online reputation and optimizing presence on search engines, such as Google, for businesses.

Moreover, recent research points to a growth in digital advertising spend in Spain for 2023, with estimates ranging between 2.3% and 12%. This reflects two trends: the increase in competition on digital advertising channels and the perception among advertisers that the channels they are using are profitable for them.

If you're wondering which digital advertising channel to start with, especially if you're considering using Google Ads or Facebook Ads, I would first suggest looking at whether there is demand on Google, i.e., if people are searching for what you offer, and then choose accordingly.

Generally speaking, for more visual ads, building audiences, and advertising to those audiences, Facebook Ads can yield good results. Google Ads is more sophisticated as it features Search, YouTube, Shopping, Discovery, etc. If there is demand on Google for what you offer, and you know how to use Google Ads, you can achieve good results.

At the end of the day, the best course of action is to test both channels and adjust the budget according to the performance you achieve.