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 Spain faced a high-cost, high-volatility CPC environment versus the global benchmark. From December 2024 through June 2025, Spain’s median Facebook Ads cost-per-click averaged about $2.10, roughly 83% above the $1.15 global average across the same months. The narrative is a sharp sawtooth: elevated in December, climbing into March, collapsing in April, spiking to a cycle high in May, then cooling in June. 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 Spain compared to the global benchmark.
Spain’s CPC opened at $1.82 in December 2024 and ended at $1.18 in June 2025, a 35% decline end-to-end despite dramatic mid-period swings. The high point landed in May at $3.18, narrowly above March’s $3.09, while the low arrived in April at $1.10. Month-to-month movement was pronounced: +22% from December to January, a further climb into March (+38% from January), a steep reset in April (−65% from March), a surge in May (+190% from April), and another drop in June (−63% from May). On average, absolute monthly swings were about $1.47, with a coefficient of variation near 39%—a pattern of volatility that defined the period more than any single level.
By contrast, the global benchmark was steady and subdued. Benchmark CPCs hovered between $1.07 and $1.27, easing gently into early summer. Average month-to-month movement globally was about $0.05, underscoring how unusually choppy Spain’s Construction CPC proved to be.
Seasonally, the global series showed a familiar December premium followed by a gradual softening through Q1 and into Q2. Spain echoed the higher December read but diverged sharply in the spring: March and May were costly spikes, bracketed by a brief April trough that temporarily aligned Spain with global levels. The rhythm resembled a whipsaw rather than a glide path—short-lived relief sandwiched between two pronounced peaks.
Spain sat above market for most months: +44% in December, +98% in January, +171% in March, and +180% in May. The gap narrowed substantially in June (+10%) and briefly inverted in April (−3% below the benchmark). While the global trend slipped a modest 15% from December to June, Spain’s end-to-end move was larger (−35%) and far more erratic. At its widest spread, Spain’s CPC was nearly triple the global level (May); at its narrowest, it sat essentially at parity (April).
In sum, Facebook Ads benchmarks for CPC show that Construction in Spain experienced elevated, highly variable country-specific ad costs compared to a steady global baseline. Understanding CPC trends for the Construction industry in Spain helps teams interpret Facebook Ads benchmark ranges, assess volatility against the global pattern, and frame industry ad performance within broader, cross-market context.
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 Spain, 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), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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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