Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The Finance industry in Sweden tracked a wildly dynamic CPC story over the past year, swinging from bargain-level clicks to premium peaks and back again. Against the global benchmark, Sweden’s CPCs ran hotter on average but with far sharper swings: elevated through Q1, collapsing in late spring, surging into late summer, and spiking to a dramatic October high before a steep year-end comedown. 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.
Sweden’s Finance CPC started at 1.14 in December 2024 and ended at just 0.14 in December 2025, an 88% decline end-to-end driven by an outsized Q4 reset. The year’s average landed at 2.39, more than double the global average of 1.14 over the same months.
Highs and lows were extreme. The low was December 2025 at 0.14; the high was October 2025 at 9.63 — a 71x swing. Other standout months: March (2.67) closed a strong Q1, May and June fell sharply to 0.42 and 0.59, August rebounded to 4.49, and November cooled to 2.76 after October’s spike.
Volatility was the defining feature. Month-to-month absolute change averaged 2.06 points in Sweden, compared with just 0.07 for the global benchmark — roughly 32x more volatile. The steepest moves occurred moving into October (+5.15 from August), out of October (−6.87 into November), and into December (−2.63). In contrast, the global series moved in tight increments, with its largest monthly change around 0.21.
The rhythm was pronounced:
Globally, CPCs typically firm modestly in Q4; the benchmark rose from 1.10 in October to 1.31 in November before easing to 1.10 in December. Sweden mirrored that shape but at far higher amplitude.
Relative to Facebook Ads benchmarks, Sweden’s Finance CPC averaged about 109% above the global level (2.39 vs. 1.14). The gap was not consistent: Sweden ran above market in 7 of the 12 reported months and below in 5. The tightest month was December 2024, when Sweden trailed the global CPC by 11% (1.14 vs. 1.28). The widest overage came in October 2025, when Sweden’s CPC exceeded the global benchmark by roughly 775% (9.63 vs. 1.10). By comparison, the global series remained compact, ranging 1.07–1.31 across the same window, while Sweden ranged 0.14–9.63.
Start-to-end, the global benchmark dipped 14% (1.28 to 1.10), a gentle decline versus Sweden’s 88% slide, reflecting a choppy local market rather than a broad market shift.
In short, Facebook Ads CPC trends for the Finance industry in Sweden were high-cost on average and markedly more volatile than the global benchmark, with a spring trough, late-summer lift, and an extreme October spike followed by a year-end reset. Understanding CPC benchmarks and country-specific ad costs for Finance in Sweden helps advertisers evaluate performance patterns against global market behavior.
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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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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