Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Construction advertisers in Italy saw a whipsaw in Facebook Ads CPC benchmarks through spring 2025: a March spike, an April crash, a May rebound, and a June cool-down. Across March to June, Italy’s cost per click averaged 1.78, notably above the global benchmark’s 1.13 for the same window, but with far sharper month-to-month swings. The standout moves came in March (a high of 3.09) and April (a low of 0.28), a roughly 11x spread that set the tone for a choppy Q2.
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.
CPC trends for Italy’s Construction sector started at 3.09 in March, then fell to 0.28 in April, surged to 2.56 in May, and settled to 1.18 in June—ending the period down roughly 62% from March’s peak. The four-month average landed at 1.78, with a median of 1.87, underscoring how the extreme April trough pulled the mean down. The range was wide (0.28 to 3.09), and average month-to-month volatility reached about 2.16 points.
By contrast, the global benchmark across the same months stayed tight: 1.14 in March, 1.13 in April, 1.15 in May, and 1.10 in June—an average of 1.13, within a 0.05 band, and an average monthly move of about 0.02. That difference in amplitude frames Italy’s period as high-cost on average and materially more volatile.
Monthly moves in Italy were dramatic:
Three of the four months sat above the global level; April was the single deep underperformance.
The rhythm resembles a late-Q1 lift, an early-Q2 trough, and a mid-Q2 recovery that cooled into June. While performance often softens through Q4 globally as competition rises—and the global series shows a November peak at 1.32 before December eases to 1.05—the Italian Construction series here concentrates its movement in spring. The pattern points to sharp, episodic shifts rather than a smooth seasonal glide path, with March and May acting as cost-intensive spikes and April as the outlier dip.
Compared with the global benchmark, Italy’s Construction CPC averaged about 57% higher from March to June (1.78 vs. 1.13). The month-by-month gaps were wide and directionally mixed:
The narrowest gap came in June (+7%), while the widest underperformance appeared in April (−75%). Overall, the global trend was steady (+1% from March to May, then −4% into June), whereas Italy’s Construction CPC moved in large, discrete steps.
In sum, these Facebook Ads benchmarks highlight elevated, highly variable country-specific ad costs for the Construction industry in Italy versus the steadier global pattern. Understanding cost per click dynamics and CPC trends for Construction in Italy helps situate industry ad performance against global norms and clarify how local volatility reshapes the CPC narrative.
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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