Electoral campaigns are being transformed by the use of online political ads, especially with the advent of digital technologies originated in the United States post-2016. Therefore, the objective of this research is to investigate the transformation on Brazilian electoral campaigns, considering there are not many papers about this issue in the field. To accomplish this, a literature review is conducted to study electoral visibility in Brazilian political context, the traditional concept of Americanization and online political ads – referred to in Brazil as impulsionamento. For this purpose, two empirical approaches are conducted: the first one is quantitative and analyses expenses of candidates for Federal Deputy in 2018 and 2022 elections; the second is qualitative and investigates, through semistructured interviews, campaign professionals perceptions of the use of the tool. The results reveal three main points: (1) online political advertisements are used as a compensatory means of electoral visibility for campaigns with lower total budgets; (2) online political advertisements are used as a complementary mechanism of electoral visibility for larger-budget campaigns; and (3) there is a clear gain in influence of platforms owned by hegemonic American companies in the digital market in Brazilian elections.