Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Gaming advertisers in Spain ran against the grain of the global market: CPCs stayed far below worldwide Facebook Ads benchmarks while moving through a pronounced rise-and-fall cycle. Costs climbed from late Q4 into a March peak, then unwound sharply into summer, leveling off at the lowest levels of the year by August and September. Volatility was notably higher than the global trend, with one of the steepest single-month drops landing in June.
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 Gaming in Spain compared to the global benchmark.
Across the observed window (Nov 2024–Sep 2025), Gaming CPC in Spain averaged 0.44, ranging from a high of 0.85 in March to a low of 0.12 in August. The period opened at 0.26 in November and closed at 0.12 in September, a 54% decline overall.
Momentum built steadily through late Q4 and Q1: from 0.26 in November to 0.56 in December and 0.62 by February, culminating at 0.85 in March (+224% versus November). From there, the trend reversed. April slipped to 0.60 (−29% from March), May eased to 0.52, and June registered a step-down to 0.15 (−71% month over month). After a mid-summer gap, August and September held essentially flat at 0.12, marking the trough.
Volatility averaged 0.15 points month to month—almost three times the global benchmark’s 0.05—driven by the sharp run-up into March and the abrupt correction into June. The spread between Spain’s high and low (7.1x) also dwarfed the global range (1.4x), underscoring a more mercurial cost environment for Gaming clicks in Spain.
The pattern reads as a late Q4 build that extended into Q1, then softened across Q2 and stabilized in late summer. Q1 (Jan–Mar) averaged 0.68, while Q2 (Apr–Jun) slid to 0.42, a 38% step-down. The most dramatic move was the May-to-June break, moving CPC from the mid‑0.50s to the low‑0.15s. With limited mid-summer coverage, August and September show a steady floor around 0.12—low, consistent, and well below earlier-year levels. This arc aligns with broader seasonal dynamics where Q4 and early-year competition can lift costs, while mid‑year often cools.
Relative to the global benchmark, Spain’s Gaming CPCs were consistently below market. On a like-for-like basis (Nov 2024–Sep 2025), Spain averaged 0.44 versus 1.16 globally—about 62% lower. The gap narrowed the most in March, when Spain sat 26% below global CPCs (0.85 vs. 1.14). It widened into late summer: August was 89% below (0.12 vs. 1.09), and September ended 88% below (0.12 vs. 1.04).
Trajectory also differed. The global series drifted lower in a controlled fashion (−29% from November to September), with modest month-to-month moves. Spain’s line was choppier (−54% over the same span), with larger swings and a more pronounced crest in March followed by a rapid descent into June.
These Facebook Ads benchmarks highlight clear CPC trends for Gaming in Spain: a strong Q1 crest, a sharp Q2 reset, and ultra‑low country‑specific ad costs holding through late summer, all well below the global average. Understanding CPC performance for the Gaming industry in Spain helps teams contextualize country‑level ad costs against worldwide patterns.
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 Gaming industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Spain, 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–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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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