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 Sweden spent most of the year paying well below global Facebook Ads benchmarks for cost per click, but the ride wasn’t smooth. CPCs fell sharply through winter, hit a springtime floor, then surged into a late‑summer peak before easing again in October. Swings were notably larger than the global pattern, with several standout months that reshaped the curve.
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 Sweden compared to the global benchmark.
Sweden’s Education CPC started high at $1.13 in November 2024 and finished at $0.54 in October 2025 — a 52% decline end‑to‑end. The annual average settled at $0.63, ranging from a low of $0.30 in April to a near‑term high of $1.13 in November, with a late‑summer rebound to $0.99 in September.
The early months tell the descent: $0.81 in December (–$0.32 MoM), $0.43 in January (–$0.38), and $0.39 in March before bottoming at $0.30 in April. From there, CPCs rebuilt slowly in May ($0.37) and June ($0.51), then accelerated in July (+$0.37, the strongest monthly lift, to $0.88) and continued higher in August ($0.73) and September ($0.99). October cooled markedly to $0.54, the sharpest single‑month pullback (–$0.45, –46% MoM).
Volatility was a defining feature: average month‑to‑month movement measured $0.22, with the choppiness most evident around the July lift and the October reset.
The pattern lines up with a soft Q1 and early Q2 for Sweden’s Education CPC, culminating in an April trough. Momentum then rebuilt into Q3, when late‑summer and early‑fall demand typically intensifies in education, and CPCs climbed toward their second‑highest point of the period in September. Q4 dynamics were mixed: November 2024 started elevated, December eased, and October 2025 closed the cycle with a clear step down from September.
Relative to the global benchmark, Sweden’s Education CPCs were consistently below market. Sweden averaged $0.63 versus a $1.14 global average — roughly 45% lower. The monthly gap ranged from just 5% below global levels in September (Sweden $0.99 vs. global $1.04) to 73% below in April ($0.30 vs. $1.13). Sweden never exceeded the global level during the period.
Beyond price levels, the rhythm differed. Globally, CPCs moved within a narrower band — from $1.04 to $1.46 — and drifted gently lower across the year (–28% from November to October). Monthly volatility on the global series averaged $0.05, compared with Sweden’s $0.22, making Sweden about five times more volatile. Where the global curve appeared flat‑to‑soft, Sweden’s curve showed a pronounced dip through spring, a strong late‑summer lift, and a sharp October retracement.
In sum, Facebook Ads CPC trends for the Education industry in Sweden ran well below global levels, with pronounced seasonal swings: a winter‑to‑spring slide, a Q3 rebound, and an October cooldown. Understanding these country‑specific ad costs and how they compare to global Facebook Ads benchmarks helps frame Education CPC performance in Sweden against the broader market.
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 Sweden, 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 is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
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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