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 year defined by whiplash-level CPC swings—surging well above the global benchmark in Q1–Q2 before collapsing to multiyear lows midyear and into November. The arc is unmistakable: a steep lift from late 2024 into a March 2025 peak, followed by a sharp reset that pushed costs far below market through the summer and into late fall. Volatility was the standout feature, with the widest gaps versus global CPCs appearing at the height of the Q1 run-up and again in November.
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.
Starting at 0.67 in November 2024, Sweden’s Finance CPC climbed through December (1.14) and accelerated into 2025: 1.75 in January, 2.03 in February, and a cycle-high 2.67 in March. April held elevated at 2.52 before a decisive break: May plunged to 0.42, with June (0.59) and July (0.51) staying subdued. By November 2025, CPC hit the low of the series at 0.32. Across the observed months, the average CPC was 1.26, spanning an 8.4x range from trough (0.32) to peak (2.67).
The sharpest single-month move came between April and May, a drop of roughly 2.10 points—an abrupt reversal after four months of elevated pricing. Month-to-month volatility averaged 0.52 points, far choppier than the market-level pattern.
The rhythm diverged from common CPC trends. While global CPCs typically soften in early Q1 after the Q4 peak, Sweden’s Finance CPC surged across January to April, averaging 2.24—almost double market norms for that period. The back half of the observed window flipped that script: May–July averaged just 0.51, remaining well below global levels and signaling a protracted low-cost stretch. By November 2025, CPCs dipped further to 0.32, marking the softest point of the timeline.
In short, the year moved in two distinct phases: a high-cost, momentum-heavy Q1–early Q2 followed by a prolonged low-cost environment from May onward.
Relative positioning changed dramatically over the year. Compared with the global Facebook Ads benchmarks:
On average across the shared months, Sweden’s Finance CPC (1.26) sat about 7% higher than the global benchmark (1.18)—a small premium driven entirely by the Q1–April spike. The underlying stability picture was very different: monthly absolute changes averaged 0.52 in Sweden versus just 0.06 globally, indicating far more pronounced swings than the baseline trend.
Facebook Ads benchmarks for CPC in the Finance industry in Sweden show an extraordinary year of contrast: a Q1–April surge to 2.67 followed by a reset to 0.32 by November 2025. The market averaged 1.26 for the period—slightly above global levels overall but markedly more volatile. Understanding CPC trends and country-specific ad costs for Finance in Sweden helps teams benchmark performance against global patterns and read the cadence of market shifts.
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
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