Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Energy and Mining advertisers in Germany tracked an unusual cost curve this winter: well below the global benchmark through late Q4, then a rapid upswing to start the new year. The series moved from bargain-level CPCs in November and December to a sharp January premium versus the market — a swing large enough to redefine the quarter’s 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.
Across the observed window, Germany’s monthly median CPC started at 0.45 in November 2024, lifted to 0.70 in December, and then surged to 2.45 in January 2025. That arc translates to a three‑month average CPC of 1.20, with a clear high in January (2.45) and a pronounced low in November (0.45), a range of about 2.00 points. Month-to-month moves were sizeable: +56% from November to December, then +251% into January. Average absolute month‑over‑month change landed near 1.00, signaling a choppy quarter.
By contrast, the global benchmark eased sequentially over the same early-window months: 1.44 in November, 1.28 in December, and 1.13 in January (a −21% slide from November to January). Over the broader 13‑month baseline, the global average CPC was roughly 1.15, and average monthly volatility was much lower, around 0.06 points — a steadier slope than Germany’s Energy and Mining trend this quarter.
The rhythm split into two clear phases. Q4 closed softly in Germany for Energy and Mining, with November and December both below 1.00 and December only modestly higher than November. The pattern then flipped at the turn of the year: January’s CPC spiked to 2.45, the peak of the period and more than five times November’s level. Globally, the cadence moved the other way — easing from November into January — creating a visible divergence between country-specific ad costs in Germany and the broader market.
Against Facebook Ads benchmarks, Germany’s Energy and Mining CPC underperformed the market by 69% in November (0.45 vs. 1.44) and 45% in December (0.70 vs. 1.28), then vaulted 117% above the benchmark in January (2.45 vs. 1.13). Over the three months, Germany averaged 1.20 versus 1.28 for the same global window, roughly in line overall but delivered via far heavier swings. The global trend declined steadily (−21% from November to January), while Germany climbed sharply (+448%), yielding a choppier, more volatile profile. The gap to global was narrowest in December (−45%) and widest in January (+117%).
Facebook Ads CPC trends for Energy and Mining in Germany show a quarter defined by subdued Q4 costs and a decisive January breakout, diverging from the smoother global CPC analysis. Understanding cost-per-click benchmarks for Energy and Mining in Germany helps teams gauge country-specific ad costs, align expectations with market medians, and frame industry ad performance relative to the global benchmark.
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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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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