Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Consumer Goods advertisers in Italy ran on consistently lower-cost clicks than the global market, but with sharper swings month to month. CPCs slid from late 2024 into a March low, then rebounded strongly through the summer before a sharp pullback in September. Compared to the global benchmark’s smoother, steady decline, Italy’s pattern was choppier and more seasonal in feel, with July–August briefly narrowing the gap to global levels.
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 Consumer Goods in Italy compared to the global benchmark.
Italy’s Consumer Goods CPC started at $0.84 in November 2024 and ended at $0.46 in September 2025, a 45% decline across the period. The average CPC was $0.66, with a high of $0.92 in August and a low of $0.41 in March. The path was a clear arc: a steady slide from November ($0.84) to March ($0.41), a spring rebound into May ($0.85), a brief June dip ($0.52), then the summer peak in July–August ($0.89–$0.92) before a sharp September retracement to $0.46.
Volatility was pronounced. The average absolute month-over-month move was $0.21, with the biggest single-month swing in September (−$0.46 vs. August). That level of movement was materially higher than the global benchmark’s average MoM change of $0.06, highlighting a more turbulent local market for country-specific ad costs.
Seasonality showed through. Q4 2024 carried relatively higher CPCs in Italy (average $0.79 for November–December), followed by a Q1 trough (average $0.50 for January–March). Q2 rebounded (average $0.63), and Q3 was the strongest quarter on average ($0.76), albeit with a split personality—elevated July–August CPCs, then a September reset. This rhythm aligns with common auction dynamics where competition can rise into summer retail moments, though Italy’s late-Q3 downswing stands out in the sequence.
Across the period, Italy’s Consumer Goods CPC undercut the global benchmark in every month. The Italian average ($0.66) sat roughly 42% below the global average ($1.14). The global series eased steadily from $1.47 in November to $0.95 in September (−35%), while Italy fell faster (−45%) and with greater month-to-month fluctuation.
The gap between Italy and global narrowed meaningfully in mid-to-late summer. Italy was only 13% below the global CPC in August and 15% below in July—its closest points of the year. The widest gap appeared in March, when Italy’s CPC was 65% below global levels; February and September also showed wide gaps (about 55% and 52% below, respectively). In other words, the global line was smoother and gently descending, while Italy’s was lower-cost but more volatile, with a pronounced spring bounce and late-summer crest.
In summary, Facebook Ads benchmarks for CPC in Consumer Goods show Italy running structurally below the global market, with larger monthly swings and a clear Q1 trough followed by a summer lift and a September reset. Understanding these CPC trends and industry ad performance in Italy helps frame country-specific ad costs against global patterns for the Consumer Goods category.
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 Consumer Goods 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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