Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Entertainment CPCs in Sweden spent most of the year far below the global benchmark, moving through a quiet mid-year trough before a sharp Q4 spike. The story is one of bargain-priced clicks for much of 2025, punctuated by an unusually steep July low and a November surge that briefly narrowed the gap with global costs. Volatility was pronounced, with larger swings than the global pattern and clear seasonal rhythm into Q4.
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 Entertainment in Sweden compared to the global benchmark.
CPC trends for Facebook Ads in Sweden’s Entertainment category averaged $0.36 across 2025, versus a $1.13 global average. The year opened at $0.35 in January and closed at $0.47 in December, a +32% lift end to end. The high arrived in November at $1.14, while July set the low at just $0.04—an extreme $1.10 range, about four times wider than the global range ($0.26).
Month to month, the path was choppy:
Volatility averaged $0.24 in absolute month-over-month changes, markedly higher than the global benchmark’s $0.06—evidence of a more erratic pricing environment for entertainment clicks in Sweden.
Seasonally, country-specific ad costs were softest in Q3 and strongest in Q4:
The global benchmark showed a gentler version of this rhythm—largely flat through the first three quarters (around $1.10–$1.15), then a November lift to $1.32 before a December cooldown to $1.06.
Sweden’s Entertainment CPCs sat well below global Facebook Ads benchmarks for most of the year—typically 64% to 96% lower. The narrowest gap came in November, when Sweden reached $1.14 versus $1.32 globally (about 13% below). The widest gap appeared in July at $0.04 versus $1.09 globally (about 96% below). Across the full year, Sweden averaged 68% under the global CPC.
Trend-wise, the global benchmark drifted slightly lower from January to December (−6%), with a smooth, modest profile punctuated by a controlled November rise. Sweden’s curve was choppier, rebounding from mid-year lows and surging into November before settling higher than it began.
In short, Facebook Ads CPC benchmarks for the Entertainment industry in Sweden were consistently below the global market, with deeper mid-year softness and a sharper Q4 spike than the global trend. Understanding these CPC trends and how Sweden’s industry ad performance compares to global patterns helps frame country-specific ad costs and seasonal dynamics for Entertainment in Sweden.
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 Entertainment industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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