Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Construction advertisers in the Netherlands experienced a sharp mid‑spring surge in cost per click, then a swift reset—an arc that diverged notably from the steady global benchmark. Dutch CPC sat near the market in March, spiked to roughly triple the global level in April and May, and then fell back slightly below the benchmark by June. The result: higher average costs and far greater volatility than the global pattern, with April–May standing out as the most expensive stretch.
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 the Netherlands compared to the global benchmark.
Across March–June 2025, Construction CPC in the Netherlands averaged $2.11, almost double the global four‑month average of $1.12. The period opened at $1.12 in March, surged to $3.12 in April, inched higher to a peak of $3.18 in May, then reset to a quarterly low of $1.04 in June. From start to finish, CPC slipped 7%, but that masks a dramatic Q2 spike and correction.
Month‑to‑month movements were pronounced:
The range was wide—$1.04 to $3.18—amounting to a 3.06x spread from trough to peak. Average absolute monthly volatility measured 1.40 points, indicating sharp swings. By comparison, the global benchmark over the same window was notably placid, moving within a narrow $1.07–$1.14 band.
The rhythm centers on a Q2 bulge. Costs were ordinary in March, escalated rapidly in April, held at a high plateau in May, and then normalized in June. This cadence contrasts with the typical global seasonality where CPC often remains stable through mid‑year and tightens later in Q3–Q4. In the broader benchmark, 2025 stayed compact—mostly $1.04–$1.14—before a mild late‑year lift to $1.21 in November, consistent with higher competition into year‑end.
Although CPM analysis and CTR performance offer complementary context, the standout feature in the Netherlands Construction data is CPC’s April–May elevation and June retracement—a condensed surge-and-release pattern.
Relative positioning shifted sharply within the quarter:
On average, the Netherlands ran 89% above global CPC during March–June. The gap was narrowest in March and June (slightly below market), widest in May (about +180%). Volatility underscored the contrast: 1.40 points in the Netherlands versus just 0.03 points globally across the same months. While the global trend eased a modest 6% from March to June, the Netherlands mirrored that net direction (−7%) but with a far choppier path.
In short, Facebook Ads benchmarks for cost per click show that Construction in the Netherlands saw a pronounced Q2 spike, averaging $2.11 versus a $1.12 global baseline, with April–May costs far above market and June returning to slightly below. Understanding CPC trends and country-specific ad costs helps frame industry ad performance in the Netherlands against the steadier global pattern.
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 Netherlands, 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–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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Cost per thousand impressions across different markets
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Cost per lead across different markets
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