Since January 1, 2026, Brazilian advertisers using Meta have faced an average 12.15% increase in ad costs. This rise occurs because the platform decided to pass on federal taxes like PIS/Cofins and ISS to clients, which were previously absorbed by the company itself. As a result, even without changes to creatives or audiences, advertisers started buying less advertising space with the same budget.
The scenario is aggravated by an increasingly competitive advertising auction, especially among businesses targeting audiences with higher purchasing power. Skill-Hub emerges in this context as an alternative, applying artificial intelligence to prospecting and positioning itself as a challenge to traditional Meta ads.
According to Google Ads data, the legal sector leads in cost-per-click, with an average of US$8.58, a value nearly six times higher than that paid by the arts and entertainment sector. The platform also points to the real estate sector as the one that suffered the highest annual cost-per-click increase in 2026, with a rise of 27.27%, followed by personal services and the health and fitness sectors.
