Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Agriculture advertisers in Italy spent the second half of 2025 with unusually low click costs and a sharp Q4 crescendo. CPCs started modestly in July, surged into a November peak, and cooled in December — a seasonal arc that broadly mirrors global pressures, but at a fraction of the global price point. The standout feature is the scale: Italy’s Agriculture CPCs ran far below the global Facebook Ads benchmarks, yet moved in a more elastic, momentum-driven pattern.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Agriculture in Italy compared to the global benchmark.
Across July–December 2025, Agriculture CPC in Italy averaged 0.25, with a low of 0.14 in July and a high of 0.38 in November. The period opened at 0.14 (July), edged up to 0.15 (August), then accelerated: 0.28 in September, 0.35 in October, and a peak of 0.38 in November before dropping to 0.18 in December. From July to November, costs climbed 177%; from that November peak to December, they fell 52%. Net of those swings, the period ended 33% higher than where it began.
Month-to-month volatility averaged 0.09 points in absolute terms — about 36% of the period’s mean CPC — signaling a market that moved in quick steps rather than a gentle slope. The largest monthly movement was the December pullback (−0.20), while the strongest build was the late-Q3 push from August to September (+0.13).
The rhythm is distinctly seasonal. Q3 reads as a build phase: modest gains in August that accelerate into September as budgets and demand gather pace. Q4 carries the expected rise in competition, with October and especially November marking the cost ceiling for the half-year. December breaks the pattern with a pronounced reset, as auction intensity cools and CPCs retrace.
This seasonal cadence aligns with broader platform behavior: performance typically tightens into the holiday window, with costs rising, then normalizes as the calendar turns. In Italy’s Agriculture segment, that normalization came swiftly and steeply in December.
Against the global benchmark, Italy’s Agriculture CPCs were consistently below market. The global average for July–December was 1.12, versus Italy’s 0.25 — roughly 78% lower on average. By month, Italy ranged from 69% to 87% below global levels, with the narrowest gap in October (31% of global) and the widest in July (13% of global). The global trend was comparatively steady: −2% from July to December, peaking in November (1.30) and easing to a yearly low in December (1.05). Italy followed the same seasonal arc but with choppier momentum; its average monthly swing was smaller in absolute terms than global (0.09 vs. 0.11) yet far larger in relative terms (36% vs. about 10%).
In short, Facebook Ads CPC trends for Agriculture in Italy show a low-cost, high-elasticity market: deeply discounted versus global CPCs, with a pronounced Q4 peak and a sharp December reset. Understanding these country-specific ad costs within industry ad performance benchmarks helps contextualize CPC dynamics in Italy against the global baseline and complements broader CPM analysis and CTR performance perspectives.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the Agriculture industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Italy, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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