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 the Netherlands saw a distinctly lower cost environment than the market at large, with a pronounced mid-year swing that set the tone for 2025. Median CPCs started high in late 2024, slid into a deep trough by April, then rebounded sharply through Q3 before easing again in October. Relative to the global benchmark, the Netherlands stayed below market every month and moved more abruptly, with wider peak‑to‑trough gaps.
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 the Netherlands compared to the global benchmark.
Across November 2024 to October 2025, Education CPCs in the Netherlands averaged 0.72, ranging from a high of 1.44 in November to a low of 0.42 in April. The period opened at 1.44 and closed at 0.52, a 64% decline end-to-end. Volatility averaged 0.20 points month to month, reflecting sharper moves than the baseline.
The early slide was steep: November to December fell 38% (1.44 to 0.90), then CPCs eased further across Q1, hitting 0.48 in March before the April trough at 0.42. From there the market rebounded decisively—up 103% from April to July (0.42 to 0.85). After a softer August (0.67), September re-accelerated to 0.84 before October cooled 38% to 0.52.
By comparison, global Education CPCs averaged 1.14 over the same window, moving within a narrower band (1.46 high in November to 1.04 low in September) and declining a more gradual 28% from November to October. Global month-to-month shifts averaged 0.05 points, roughly one-quarter of the Netherlands’ movement.
Seasonality came through clearly in the Netherlands. Q4 2024 was elevated (average 1.17), followed by a soft Q1 2025 (0.60) and an even lower Q2 (0.53) anchored by the April low. Momentum turned in Q3: the quarter averaged 0.79, about 49% higher than Q2, driven by a July jump (+41% versus June) and a firm September. October marked a reset to 0.52, landing closer to the spring’s cost floor than the summer’s peak.
Globally, the rhythm was steadier: Q4 2024 averaged 1.37, Q1 2025 held near 1.14, Q2 edged down to 1.11, and Q3 to 1.07, with October at 1.05. The global curve shows incremental easing rather than the Netherlands’ V-shaped drop and rebound.
Netherlands Education CPCs undercut the global benchmark throughout the period by an average gap of 38%. The closest the market came to parity was November 2024 (about 1% below global). The widest gap arrived in April 2025, when the Netherlands sat 63% below global CPCs. Even during the mid-year recovery, the gap persisted: July was 21% below the benchmark, August 38% below, and September 20% below.
In short, while the global trend drifted gradually lower, the Netherlands traced a deeper trough and a stronger summer lift, with a broader range (1.03 points vs. the global 0.43) and more volatile month-to-month motion (0.20 vs. 0.05).
Facebook Ads benchmarks for CPC in Education show the Netherlands as a consistently lower-cost, more variable market versus the global baseline—marked by a sharp Q2 trough, a pronounced Q3 rebound, and a late-year pullback. Understanding CPC trends, country-specific ad costs, and industry ad performance helps contextualize Education advertising in the Netherlands against global CPC trends and broader Facebook Ads benchmarks.
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 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.
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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.
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