Downloadable
2026 E-Commerce SEM Strategy Report
The e-commerce ecosystem has changed. Competition and customer acquisition costs are higher, and the number of channels is multiplying. This report analyzes what is happening in the sector and identifies the key factors and current strategies that enable sustained and profitable growth for online businesses in a context of AI-driven automation.
67%
Users turn to marketplaces as a search tool before making a purchase
5–7 times
It costs more to acquire a new customer than to retain an existing one
+16%
Year-over-Year Inflation in Shopping Center CPC (Q3 2025)
Why We Created This Document
Spanish e-commerce is heading into the second half of 2026 with a fundamentally changed landscape, driven primarily by the emergence of conversational search in consumer habits
Online sellers need to rethink their visibility strategy to address this new channel and design a profitable full-funnel strategy that covers the entire customer journey.
DOCUMENT CONTENTS
4 Keys That
you'll find
Current Status of the SEM Sector in 2026
A realistic look at how the playing field has changed: new customer acquisition costs, more competition, and different rules for e-commerce.
How Google Ads Is Adapting to the New Way People Search
What the platform is doing to address conversational search and how it directly impacts your campaigns.
How to Implement an Omnichannel Strategy
Specific steps for designing a full-funnel strategy that covers the entire customer journey without leaving any channels out.
The New Role of the SEM Manager
How the role of the SEM manager is changing in an environment that is increasingly automated by AI.
Before downloading it
Behind the Report
Who
Who is it intended for?
01/
Intended for SEM and digital marketing professionals, marketing executives, CEOs, and CMOs of online stores in any industry who need to adapt their customer acquisition strategy to new search habits.
How has it
Ready?
02/
Based on Geotelecom’s experience managing more than 360 e-commerce projects since 2013, cross-referencing its own campaign data with market statistics (such as the IESE studies cited in the report) and the team’s direct experience in the day-to-day management of Google Ads accounts.
"I've been watching the rules of the game change in Google Ads for years, but the leap we're experiencing now with AI is the most profound I've seen in my career."
Cristina de la Peña
SEM professional specializing in e-commerce, with more than 8 years of experience managing campaigns for online stores across various industries.
