Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Cost-per-click for Entertainment advertisers in Sweden has run well below the global benchmark, but with sharper month-to-month swings. From late 2024 through September 2025, the Swedish series shows a sawtooth pattern: a soft Q1 trough, a spring rebound that peaks in June, and a steep late-summer slide. Globally, CPC eased more gradually across the same period, creating a persistent gap with Sweden that narrowed briefly in June before widening to its largest difference in September.
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.
The pattern aligns with recognizable seasonal rhythms. Q4 tends to carry higher competitive pressure, and Sweden’s Entertainment CPCs were comparatively firm late in 2024. Early Q1 softened, with February marking the local trough before performance rebounded in March. Spring and early summer were the strongest stretch, culminating in a June peak that stood out from the rest of the year. The second half turned progressively softer, with a pronounced late-summer/September drop that set the period’s low.
Globally, CPCs followed a gentler descent across the year: elevated in November–December, easing through Q1 and Q2, stabilizing slightly mid-summer, and dipping again into September. The global curve was smoother, with fewer sharp month-to-month swings than Sweden.
Entertainment CPCs in Sweden remained below market throughout the period, averaging about 74% lower than the global benchmark (0.29 vs. 1.14). The gap was widest in September, when Sweden trailed global CPCs by roughly 92% (0.08 vs. 0.95). The narrowest spread appeared in June, with Sweden about 53% below global levels (0.48 vs. 1.03). Month to month, Sweden’s series was also more volatile, with average swings roughly 80% larger than the global benchmark (0.11 vs. 0.06 points).
Overall trajectories diverged: the global benchmark declined steadily (−35%), while Sweden’s Entertainment CPCs fell more dramatically (−80%) and with sharper inflection points—first in February’s dip, then in June’s peak, and finally in September’s slide.
These Facebook Ads benchmarks highlight CPC trends for the Entertainment industry in Sweden: consistently below the global average, more volatile month to month, and marked by a strong June peak followed by a steep late-summer decline. Understanding country-specific ad costs and industry ad performance helps contextualize CPM analysis and CTR performance against the global trendline for Entertainment advertisers 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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