Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Education advertisers in Italy spent most of 2025 well below the global Facebook Ads benchmarks for CPC, then hit a sharp late-summer inflection: a quiet first half around the mid–€0.30s gave way to an August–September surge, a brief October cooldown, and a November peak before easing into December. The pattern is calm-to-choppy, with standout volatility concentrated in the back half of the year. 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 Italy compared to the global benchmark.
CPC for Education in Italy started 2025 at €0.36 in January and ended at €0.56 in December, a 56% lift across the year. The annual average landed at €0.52, with a low of €0.31 in April and a high of €1.08 in November—about a 3.5x range. Seven of the first seven months sat under €0.40, then costs jumped to €0.87 in August and €0.90 in September, cooled to €0.49 in October, spiked to €1.08 in November, and eased to €0.56 in December.
Momentum was concentrated in a few outsized moves:
Month-to-month volatility averaged €0.20 per click—more than triple the global benchmark’s €0.06—underscoring how abruptly the market shifted late in the year. Across quarters, the rhythm was clear: Q1 averaged €0.35, Q2 €0.33 (soft), then Q3 doubled to €0.71 and Q4 held at €0.71.
The first half of the year was notably steady: January–June hovered between €0.31 and €0.36. The market pivot arrived in late summer, with August and September establishing a new, higher cost regime near €0.90. October brought a reset, before a one-month spike in November—the year’s high—followed by a December normalization. The cadence reads: subdued H1, late-summer lift, mixed Q4 with a pronounced November peak.
Globally, CPCs were comparatively stable from January through September, hovering near €1.12–€1.15, then exhibited a classic Q4 pattern: a November spike (to €1.32) and a December pullback (to €1.06).
Education CPC in Italy averaged €0.52 versus the global €1.13—about 54% lower for the year. The gap narrowed meaningfully only during late summer and November:
Trend-wise, the global benchmark drifted slightly lower from January to September, then surged in November before easing in December (−6% from January to December overall). Italy’s path was choppier: flat-to-soft in H1, a step-change in August–September, a brief October dip, and a November spike. Range comparison amplifies the difference in stability: Italy’s CPC spanned €0.31–€1.08, while the global range was narrower at €1.06–€1.32.
Overall, Facebook Ads CPC trends for the Education industry in Italy show a low-cost first half, a late-summer escalation, and a Q4 spike that narrowed—yet didn’t erase—the gap to the global benchmark. Understanding these country-specific ad costs within broader Facebook Ads benchmarks helps contextualize Education industry ad performance in Italy against 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 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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