Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Education advertisers in Germany spent most of the period buying clicks well below the global going rate, but with far sharper month-to-month swings. After a steep reset from late 2024 into early spring, CPCs rebounded through the summer and briefly converged with the worldwide benchmark by November 2025. The pattern reads as a classic trough-and-recovery, but with unusually choppy momentum and several standout months.
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 Education in Germany compared to the global benchmark.
Starting at 1.40 in November 2024, Germany’s Education CPC fell hard to a low of 0.43 in April 2025, then climbed back toward parity with the market, ending at 1.02 in November 2025. Over the full window, the average CPC landed at 0.79 versus a 1.13 global average—about 31% lower.
The range was wide—nearly one full unit from the 1.40 peak (Nov 2024) to the 0.43 low (Apr 2025). The journey in between featured outsized monthly moves: a 37% drop from November to December 2024, another 26% decline from February to March, then a string of rebounds—+33% in May, +24% in June, +37% in July—before a sharp -26% correction in August. After a brief lift in September (+39% from August), October dipped -42%, and November surged +79%, finishing at 1.02.
Volatility averaged 0.24 points per month, far above the global benchmark’s 0.05—roughly five times more volatile. Despite the turbulence, the net change from November to November was -27%, comparable in direction to the global trajectory.
The period shows a familiar seasonal rhythm for country-specific ad costs and Education demand: Q4 2024 opened high before a year-end reset; Q1 continued softening; and Q2 reached the annual floor in April. The summer brought a rebound, with July (0.96) and September (0.99) standing out as the strongest months of 2025, interrupted by a softer August. Q4 2025 was mixed: a sharp October pullback followed by a November rebound to near-market levels.
Across 2025, the quarterly cadence was clear:
Relative to Facebook Ads benchmarks globally, Germany’s Education CPC stayed below market throughout the period but narrowed at key moments. The gap ranged from a modest 2% below in November 2024 to a wide 62% below in April 2025. The closest months were July (9% below), September (5% below), and November 2025, where Germany essentially matched the global level (just 0.1% lower).
While the global benchmark trended steadily down from 1.44 (Nov 2024) to 1.02 (Nov 2025, -29%), Germany’s path was choppier: a sharp decline into April, a summer rebound, and a late-year convergence. On average across January–November 2025, Germany’s Education CPC was 0.72 versus the global 1.09—roughly 34% lower—underscoring persistent price efficiency alongside elevated volatility.
In sum, Facebook Ads CPC trends for Education in Germany show significantly lower costs than worldwide norms, but with bigger month-to-month swings and a clear Q2 trough followed by a Q3 rebound and late-year convergence. Understanding Facebook Ads benchmarks for Education in Germany helps marketers read country-specific ad costs and compare industry ad performance to global CPC patterns.
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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. For campaigns targeting Germany, 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 shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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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