Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Finance advertisers in Sweden experienced a year of two halves on Facebook Ads CPC: a steep first‑quarter run‑up followed by a decisive mid‑year reset and a soft landing into late 2025. Compared to the global benchmark, Sweden swung higher during Q1–April but ran materially cheaper from May onward—ultimately finishing the period well below market. Volatility was the standout theme, with a single shock in May rewriting the cost profile for the rest of the year.
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 observed months (Nov 2024–Nov 2025), Sweden’s Finance CPC averaged 1.27, about 11% above the global average of 1.14 for the same months. The period opened at 0.67 in November 2024, climbed 69% in December (1.14), then surged through Q1: 1.75 in January (+54% month over month), 2.03 in February (+16%), and a peak at 2.67 in March (+31%). April held elevated at 2.52 before the market reset to 0.42 in May—an 83% drop from April and the inflection that defined the rest of the year.
From there, costs stabilized at lower levels: 0.59 in June, 0.51 in July, and—after a late‑year gap—0.37 in November 2025. Start to end, CPC fell 46% (0.67 to 0.37). The high was 2.67 (March 2025) and the low was 0.37 (November 2025), nearly a 7x range. Month-to-month volatility averaged roughly 0.52 points across observed intervals—an order of magnitude more erratic than the global series (≈0.05 points).
The rhythm was sharp: a Q1 climb that extended into April, then a sudden repricing in May and a subdued summer. Q1 averaged 2.15 in Sweden versus 1.13 globally—a near‑doubling. Q2 blended the extremes, averaging 1.18 in Sweden against 1.10 globally, but the monthly path mattered: April’s high flipped to May’s trough, with June and July settling near the 0.50–0.60 range. By November 2025, CPCs drifted lower again to 0.37, the period’s bottom.
Sweden oscillated around the benchmark rather than tracking it. It underperformed globally in November 2024 (0.67 vs. 1.45, −54%) and December (−11%), then shifted decisively above market January through April: +55% in January, +80% in February, +135% at the March high, and +124% in April. After May’s reset, Sweden ran consistently cheaper: −63% in May, −44% in June, −52% in July, and −62% by November 2025 (0.37 vs. 0.95). While the global trend eased steadily from 1.45 in November 2024 to 0.95 in November 2025 (−34%), Sweden’s path was choppier, rising nearly 4x to its March peak before dropping 86% to the November low.
These Facebook Ads benchmarks outline clear CPC trends for the Finance industry in Sweden: a Q1 lift far above global levels, a sharp May correction, and sustained late‑year efficiency below market. Understanding CPC performance for Finance in Sweden versus the global benchmark helps quantify country‑specific ad costs and compare industry ad performance to broader CPM and CTR dynamics.
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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Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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