Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Cost-per-click for Energy and Mining in Italy sits dramatically below the global Facebook Ads benchmarks. Across the available window, Italian CPC averaged about $0.24, with a pronounced December-to-January reset that pushed costs down 45% month over month. In contrast, the global market hovered near $1.14 on average through 2025, with a predictable late-year spike. Volatility was the other headline: Italy’s short series showed a sharper swing than the broader market, underscoring how country-specific ad costs can diverge from global patterns.
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 Italy compared to the global benchmark.
Italy’s Energy and Mining CPC began at $0.31 in December 2024 and moved to $0.17 in January 2025, marking the period’s high and low, respectively. The two-month average settled at roughly $0.24, with a range of $0.14 and a single month-over-month change of $0.14 (about 59% of its mean). That abrupt early-year decline is the defining movement in the Italian series.
Globally, CPC trends were steadier in level but featured clear seasonal waves. The global median averaged about $1.14 from December 2024 through December 2025, ranging from a low of $1.07 in September to a high of $1.32 in November. Month to month, the global series shifted by about $0.06 on average, or roughly 5% of its mean—much less choppy than the Italian swing across the same crossover from December to January. The year opened at $1.13 (January), eased into a June trough ($1.08), rebounded in early Q4 ($1.11 in October), spiked in November ($1.32), and ended the year near parity with January ($1.12).
The Italian snapshot captures a classic early-Q1 softening: CPCs fell sharply from December to January. While the series is short, the timing aligns with patterns where competition eases after the holiday period and click prices retrace.
The global rhythm across 2025 shows a gentler version of the same story. CPCs softened into mid-year, then strengthened through the fall, culminating in a pronounced November peak before easing into December. In effect, the market moved in a shallow U-shape with a notable Q4 crest—consistent with broader Facebook Ads benchmarks where Q4 demand typically tightens inventory.
By level, Energy and Mining in Italy ran well below market throughout the shared months. In December 2024, Italy’s $0.31 CPC was roughly 76% below the global median of $1.27; in January 2025, $0.17 in Italy was about 85% below the global $1.13. On a two-month average basis, Italy’s $0.24 compared to a global $1.20 for the same months—around 80% lower. The gap widened into January, when Italy’s CPC sat nearly $0.96 under the global median. Relative volatility also differed: Italy’s single observed move ($0.14) was more than double the global average monthly shift ($0.06).
Understanding Facebook Ads cost-per-click benchmarks for the Energy and Mining industry in Italy highlights how CPC trends can diverge from global patterns—lower levels, sharper early-year movement, and a persistent gap versus worldwide medians. This country-specific ad cost view helps frame industry ad performance in Italy against the broader market’s seasonality and scale.
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 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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