Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The story in the Netherlands is clear: Facebook Ads CPCs for all industries remained well below the global benchmark for most of the year, but with sharper ups and downs. The market opened near €0.84 in November 2024, peaked into December, and then sloped downward with a dramatic mid‑summer trough before partially rebounding in August and settling lower again in September. That saw‑tooth pattern contrasts with the smoother global slide from Q4 highs into late Q3.
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 all industries in the Netherlands compared to the global benchmark.
Across November 2024 to September 2025, CPC in the Netherlands averaged €0.76, ranging from a high of €0.97 in December to a low of €0.26 in July. The period began at €0.84 (November 2024) and ended at €0.66 (September 2025), a 21% decline. The path wasn’t linear: after a steady Q1 around the mid‑€0.80s to low‑€0.90s, April dipped to €0.66, May bounced back to €0.93, June fell again to €0.66, and July dropped hard to €0.26 before rebounding to €0.80 in August and easing to €0.66 in September.
Volatility stood out. The average month‑to‑month absolute move in the Netherlands was €0.21, more than triple the global benchmark’s €0.06. The sharpest swings came mid‑year: April–May (+€0.27), May–June (−€0.27), June–July (−€0.41), and July–August (+€0.55). Peak‑to‑trough, the Netherlands fell 74% from December (€0.97) to July (€0.26).
Globally, CPC averaged €1.14 over the same window, with a high of €1.47 in November and a low of €0.95 in September.
Seasonality is visible in both series, but it plays out differently. Globally, CPCs were highest in Q4 and eased through the first half of the year, stabilizing near €1.02–€1.06 in July–August before dipping to €0.95 in September. The Netherlands followed the broad direction from Q4 into Q1 but diverged with outsized mid‑year moves: Q2 whipsawed (April low, May rebound, June low), and Q3 marked the softest quarter of the period, driven by the July trough and only a partial August rebound.
By quarter in the Netherlands: Q4 2024 averaged €0.90, Q1 2025 averaged €0.87, Q2 averaged €0.75, and Q3 slid further to €0.57. That rhythm underscores more pronounced mid‑year softness than the global pattern.
The Netherlands ran consistently below market on CPC. On average, it was 33% under the global benchmark (€0.76 vs. €1.14). The monthly gap ranged from a narrow 16–18% below (January and May) to a wide 76% below in July. While the global trend declined steadily from November to September (−35%), the Netherlands’ start‑to‑end decline was smaller (−21%) but far more choppy, with nearly 3.5× the month‑to‑month volatility.
In short, Facebook Ads CPC benchmarks for all industries in the Netherlands depict a lower‑cost but more volatile market versus the global baseline—marked by a strong December, a mid‑year dip, and a subdued Q3 finish. Understanding these CPC trends and country‑specific ad costs helps contextualize industry ad performance and compare the Netherlands to the broader 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app