Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Construction advertisers in Germany spent the first half of 2025 on a roller coaster. Cost per click began well below the market, then vaulted above it with two sharp spikes, leaving the period’s average notably higher than the global benchmark. The rhythm wasn’t seasonal so much as stop‑start: low in January and February, a March surge, a reset in April, another surge in May, and a cooler June. Volatility was the defining trait, with swings far larger than those seen worldwide.
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 Construction in Germany compared to the global benchmark.
The path reads like a series of accelerations and corrections: +44% from January to February; a surge to more than triple February’s level in March; a steep pullback in April; another jump above 3.0 in May; then a retracement in June that still held above the global norm.
Seasonal rhythm was muted locally but clear globally. Germany’s softer January–February moved sharply higher in late Q1, diverging from the steadier global CPC trends that typically hold within a tight band early in the year. Q2 mixed both momentum and moderation: April cooled, May peaked, and June eased.
Across halves, the contrast is stark: Q1 (Jan–Mar) averaged 1.56, while Q2 (Apr–Jun) averaged 2.01—about 29% higher. By comparison, the global benchmark from January to June hovered around 1.13 with a narrow range (1.10–1.15) and only a slight softening into June. Looking beyond H1, the global series tends to edge higher into November (1.32) before dropping in December (1.05) and resetting lower in January 2026 (0.85), reflecting typical year‑end competition and early‑year easing—patterns not echoed in Germany’s Construction CPC during H1.
The narrowest gap appeared in April (+14% above market), while May marked the widest (+176%). Volatility was the key differentiator: Germany’s average monthly swing was roughly 80 times the global move (1.55 vs. 0.02), underscoring a choppier, spike‑driven CPC profile versus the world’s smooth baseline.
In short, Facebook Ads benchmarks show Construction CPC in Germany oscillated between bargain lows and premium spikes, averaging well above the global norm and moving with far greater amplitude. Understanding CPC trends and country-specific ad costs for the Construction industry in Germany—alongside CPM analysis and CTR performance context—helps frame how local dynamics diverge from global patterns in 2025.
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 Construction 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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