Meta changes billing and ads get more expensive in Brazil

Meta now taxes ads in Brazil: what changes and why does this require even more strategy in campaigns?

Meta announced an important fiscal update that directly affects advertisements placed in Brazil. An adaptation to the tax reform and to the tax practices already in force in the Brazilian market. In other words, it is not an error in the use of the budget, nor a failure in the configuration of the campaigns.

The announcements had not only an accounting impact, but also a strategic one, and understanding this change changes the game about your results.

In practice, what changed in the billing for Meta ads?

As of January 1, 2026, the advertising invoices issued by Meta in Brazil now reflect two distinct changes.

The first is related to the Tax Reform, which introduces two new taxes:

• CBS (Contribution on Goods and Services)
• IBS (Goods and Services Tax)

These taxes appear on invoices with initial rates of 0.9% (CBS) and 0.1% (IBS), totaling 1%, for testing purposes only in 2026. It should be noted that this amount will not be passed on to the advertiser at this first moment, as part of a transition phase of the new tax model.

The second change, and the most relevant from a financial point of view, is the repositioning of Meta's pricing strategy in Brazil.

“Historically, Meta absorbed indirect taxes such as PIS/Cofins (9.25%) and ISS (2.9%). With the update, these taxes are now incorporated into the price of the ads, resulting in an increase of approximately 12.15% in the final amount charged.”

The result: part of the investment that was previously fully allocated to advertising is now directed to paying taxes.

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Be aware: it's not a mistake, it's not an agency fee, it's not optional!

This is a tax update applied by Meta itself, with calculations based on official rates and detailed in the platform's documents, so that the payment is not negotiable or can be ignored.

Interpreting this as a simple “financial detail” puts investments and returns at risk.

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How taxes affect the final value of ads: understand with practical examples

Changing the Goal doesn't just affect planning. She moves right in her pocket.

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Below, you can see How is each type of payment method impacted by the new taxation and how this should be considered in your campaign budget:

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Postpaid Payment Methods (Credit Card and Credit Line)

💡 Attention: the Manager continues to display only the “clean” value. But what comes out of your card or line of credit is bigger. Plan this in your daily bids and limits to avoid surprises.

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Prepaid Payment Methods (PIX, Boleto, and Mercado Pago)

✅ Greater transparency, but pay attention to the calculation: if you put in R$ 500 via bill, in practice, only about R$ 445 goes to the media.

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Advertising became more complex and with less room for error.

The Meta update doesn't just change numbers. It changes the way we structure campaigns, with more strategies to increase reach and guarantee returns in an assertive way.

Although the Ads Manager continues to show only the amount invested in media, what comes out of the box is higher. Small errors cost more, poorly planned tests affect the results more, so well-calculated planning, objective definition, campaign structure, format choices, audiences and bids are crucial to ensure investment efficiency.

Taxation on advertisements in Brazil is a reality and is already in effect, taking up an important part of the amount. And it reinforces a truth: doing everything yourself has become even more complex.

It's not just about boosting paid ads, but about creating specific strategies for each case, focusing on the best cost-benefit ratio.

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Only delivers what you need: RESULTS.

We follow daily the tax, operational and strategic updates of the platforms, with professionals specialized in media and traffic to optimize the money invested and maximize the results delivered. We not only inform, but we anticipate impacts and protect our clients' investment.

Faced with this new scenario, our role is:

• Provide guidance on how costs actually behave
• Plan campaigns considering the tax impact
• Optimize structures to reduce waste
• Ensure that each real invested continues to make sense for the defined objective.

As for tax changes, there is nothing to do, but the impact on the result does not have to be proportional to the size of the change. And this is exactly where Only positions itself: as a secure source of information, strategy and conscious execution in an increasingly complex environment.

When the scenario changes, the way you advertise also needs to change

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