Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The Arts category in Germany posted an unusually turbulent cost-per-click profile in 2025, sitting well below the global Facebook Ads benchmarks most months but punctuated by a single, sharp spike. CPC trends opened modestly in February, surged in March, collapsed in April, then rebuilt through late summer before retreating into September. Despite that rally, Germany’s Arts CPCs remained far cheaper than the worldwide average, and far more volatile. 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 Arts in Germany compared to the global benchmark.
From February to September, Germany’s Arts CPC averaged 0.41, beginning at 0.30 in February and ending at 0.09 in September (down 70% from the start). The period high landed in March at 1.31, while the low came just a month later in April at 0.04 — a whiplash-inducing swing. After that April trough, CPC climbed for four straight months, rising more than 15x by August (0.55), before easing sharply into September.
Volatility was the defining feature: average month-to-month movement was 0.46 points, with the two largest shifts arriving back-to-back (February to March: +1.01; March to April: −1.27). Six of the eight observed months printed below 0.40, and the mid-year run settled into a tighter 0.35–0.55 corridor (June–August), suggesting a brief plateau before the late-quarter reset.
Seasonally, the data showed a pronounced Q2 trough for Germany’s Arts CPCs. April to June averaged just 0.20, the softest stretch of the year. A summer rebuild followed: June to August averaged 0.43, with the series cresting in August before pulling back. September’s drop to 0.09 reset the series close to its April low, erasing most of the summer gains.
The global pattern provides context. Worldwide CPCs typically cool after the Q4 holiday run-up and then trend gently lower through mid-year. That’s visible in the baseline: November 2024 peaked near 1.47, December eased to 1.30, and February–September 2025 glided from 1.12 to 0.95. Germany’s Arts trend echoed the broad seasonality (softer mid-year), but the amplitude was far greater — one dramatic spike, one crash, and a quick rebuild.
Compared to the global benchmark, Germany’s Arts CPCs were consistently discounted. The February–September average was 0.41 in Germany versus 1.07 globally — about 62% lower. The gap was widest in April (Germany 0.04 vs. global 1.12, roughly 97% below) and narrowest in March, when Germany briefly sat 14% above the global level (1.31 vs. 1.15). In seven of eight months, Germany tracked below market.
The shape differed as well. Globally, CPC eased a moderate 15% from February to September, with modest month-to-month changes averaging 0.04 points. Germany fell 70% across the same span and was roughly twelve times more volatile (0.46 vs. 0.04 average monthly movement). By quarter, Germany’s Q2 averaged 0.20 versus 1.09 globally (−81%), and Q3 averaged 0.35 versus 1.02 globally (−66%).
In short, Facebook Ads CPC benchmarks for the Arts industry in Germany in 2025 were markedly lower than the global trend and dramatically more volatile, with a March spike, an April crash, a summer rebuild, and a September reset. Understanding these country-specific ad costs and CPC trends helps frame industry ad performance in Germany against global CPC analysis and broader Facebook Ads benchmarks.
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 Arts industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Germany, 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 shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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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