Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Energy and Mining advertisers in Germany moved through a dramatic CPC swing at the turn of the year. Through late Q4 2024, Germany’s median cost-per-click sat well below the global benchmark, then flipped sharply in January 2025 to more than double global levels. The pattern reads like a whipsaw: quiet, efficient clicks in November and December, followed by a sudden re-pricing in the New Year. Volatility was notably higher than the worldwide trend, with a single month—January—setting the period’s high and reshaping the average.
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 Energy and Mining in Germany compared to the global benchmark.
In short, Germany’s Energy and Mining CPCs rose 4.5x from November to January, while the global series fell 23% over the same stretch.
The rhythm diverged from common seasonal patterns. Globally, CPC tended to soften from late Q4 into Q1—a familiar effect as holiday competition fades and demand eases—continuing to drift lower through 2025 to 0.95 by September. Germany’s series, by contrast, showed a restrained Q4 (0.45–0.70) followed by a pronounced January re-pricing to 2.45.
With only three months of Germany data in view, the shape is clear but condensed: subdued costs during late-year weeks, then a New Year pivot that placed Germany’s median CPC above market. It’s a sharper, more condensed arc than the gradual easing reflected in the global CPC trend.
Across November–January, Germany averaged 1.20 versus 1.30 globally (about 8% lower on average), but the gap swung widely: from 69% below in November to 115% above in January. The global trend declined steadily (−23%), while Germany’s path was choppier and net-positive (+448% from November to January), underscoring materially higher volatility.
These Facebook Ads benchmarks highlight pronounced CPC trends for the Energy and Mining industry in Germany: a quiet Q4 followed by a January spike that briefly pushed country-specific ad costs well above the global average. Understanding cost-per-click benchmarks for Energy and Mining in Germany helps advertisers place local performance in context 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 Energy and Mining industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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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.
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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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