Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Finance advertisers in Sweden saw a two-speed year for Facebook Ads cost-per-click: a sharp Q1–early Q2 lift, an abrupt mid-year trough, and a late-year surge that pushed CPCs to their annual high. Compared with the global benchmark, Sweden ran more expensive on average and far more volatile, with several months swinging well above or below the market. 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 Finance in Sweden compared to the global benchmark.
Across the available period (Dec 2024–Nov 2025), Sweden’s Finance CPC averaged 1.60, versus a 1.16 global average over the same months—about 38% higher. The series opened at 1.14 in December 2024 and ended at 2.76 in November 2025, a 143% lift from start to finish.
Highs and lows defined the rhythm. The high came in November 2025 at 2.76, edging past the Q1 peak of 2.67 in March. The low arrived in May at 0.42. That creates a wide 2.34-point range, with a Q1 run-up (1.75 in January, 2.03 in February, 2.67 in March), a mild April cool-off (2.52), an abrupt May reset (0.42), and a modest early-summer recovery (0.59 in June, 0.51 in July) before the late-year spike.
Volatility was the defining feature. Month-to-month changes in Sweden averaged 0.58 points across consecutive months through July, compared with just 0.03 for the global benchmark. Even using a median lens to smooth the May cliff, Sweden’s median monthly move was 0.28 versus 0.01 globally—about 25x choppier.
Seasonality showed up in two places. First, the Q1 escalation: Sweden’s Finance CPC averaged 2.15 from January to March, nearly double its summer average (0.51 across May–July). Second, a Q4 kick: November delivered the annual high at 2.76. In contrast, May–July formed the softest stretch, led by May’s abrupt drop to 0.42 and only partial normalization into early summer. This two-peak pattern—Q1 intensity and a Q4 resurgence—frames a mid-year lull that was both deeper and longer than the global pattern.
Globally, CPCs were steadier: roughly 1.14 in Q1, 1.10 across May–July, and a measured rise into November (1.31). The global rhythm reflects typical seasonal competition without the sharp dislocations seen in Sweden’s Finance results.
Relative to the global benchmark, Sweden oscillated between pronounced over- and under-performance:
Trendwise, the global series was steady to slightly higher into November, while Sweden traced a much choppier path—early-year escalation, mid-year compression, late-year rebound.
These Facebook Ads benchmarks indicate that Finance CPC trends in Sweden were higher on average and notably more volatile than the global market, with a distinct Q1 lift, a May–July trough, and a November spike. Understanding CPC trends and country-specific ad costs for Finance in Sweden helps contextualize industry ad performance against global CPC analysis and broader Facebook Ads benchmarks.
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 Finance industry, Facebook ad costs can be typically higher due to high competition and valuable conversions. 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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