Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Construction advertisers in Italy saw a year defined by sharp swings in cost-per-click. While the global Facebook Ads benchmarks moved within a tight corridor, Italy’s CPC for Construction oscillated from a March spike to an April trough, ultimately drifting closer to the market by June. On average, Italy ran materially above the global benchmark, but the month-to-month rhythm was choppy, with standout highs and an unusually deep mid-spring dip.
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 Italy compared to the global benchmark.
Across the observed period, Italy’s median CPC averaged 1.79, versus a 1.15 global average for the same months. The series opened at 1.82 in December 2024, surged to a high of 3.09 in March, collapsed to a low of 0.28 in April, rebounded to 2.56 in May, and then eased to 1.18 in June. From the December start to the June endpoint, CPC in Italy fell 35%, but that net move masks significant intermediates: +69% from December to March, a 91% drop into April, an 816% rebound in May, and a further 54% softening into June.
Volatility was the defining feature. The average absolute month-to-month change in Italy was 1.93 points, far above the global benchmark’s 0.06 over the same windows. By contrast, the global series moved in a narrow band, with monthly medians between 1.08 and 1.28 from December through June, reflecting steadier auction dynamics and a flatter CPC trend.
The period shows an inverted rhythm relative to typical CPC trends. Rather than a gentle Q1 and firmer Q2, Italy’s Construction CPC spiked late in Q1 (March) and then hit its low in early Q2 (April) before stabilizing. May marked a dramatic rebound, and June settled near parity with the global level. This produced a “spike–trough–normalize” pattern: a pronounced peak in March, a sharp reset in April, and a return toward the market baseline by early summer.
Globally, CPCs were comparatively stable through these months, easing slightly from December into June. Performance typically softens through Q4 as competition rises, with engagement and costs often resetting in early Q1; against that backdrop, Italy’s mid-spring trough stands out as a clear outlier within Construction.
Italy’s Construction CPC ran above market on average (+55% vs. the global mean across the same months), but the gap was highly uneven. In December it sat 42% above global levels (1.82 vs. 1.28). March marked the widest positive spread, at 171% above the benchmark (3.09 vs. 1.14). April flipped below market by 75% (0.28 vs. 1.13), before swinging back to 124% above in May (2.56 vs. 1.14). By June, the gap narrowed to just 9% (1.18 vs. 1.08). The global trend slipped a modest 16% from December to June; Italy’s trajectory was far more abrupt, underscoring higher country-specific volatility within Construction CPC trends.
In short, Facebook Ads benchmarks for cost-per-click show Construction in Italy running higher than the global average but with markedly greater month-to-month variability. Understanding CPC trends and country-specific ad costs for Construction in Italy helps teams contextualize industry ad performance against steadier global patterns.
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 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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