Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Germany’s Facebook Ads cost-per-click (CPC) moved through a year of sharp swings: a spring run-up, a summer cooldown, a November spike, and then a hard drop into December. Across all industries, Germany’s CPC averaged 1.06 over Dec 2024–Dec 2025, under the 1.14 global benchmark, but with far more volatility. The top came in November 2025 at 1.34, while the low hit just a month later at 0.67. 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 all industries in Germany compared to the global benchmark.
Germany opened at 0.84 in December 2024, surged to 1.21 in January, and kept lifting through March–June, peaking at 1.32 in March and holding a 1.25–1.29 plateau through late spring. The summer trend reversed: CPC slid to 0.92 in July and bottomed at 0.82 in August, then hovered below 0.90–0.85 into September–October. November delivered the year’s high at 1.34 before CPC fell sharply to 0.67 in December. Over the full period, CPC declined 20% from the first December to the next. Germany’s monthly volatility averaged 0.20 points, with a wide 0.67-point range between high and low—much choppier than the global benchmark.
Globally, CPCs were steadier: a narrow band around 1.06–1.14 for most of the year, a predictable lift in November (1.31), and a mild giveback in December (1.10). Global CPC fell 14% from Dec 2024 to Dec 2025, with average monthly moves of just 0.07 points.
The rhythm in Germany was pronounced:
Germany’s CPC trends alternated between above-market and below-average phases:
On a 2025-only view, Germany’s average CPC was 1.08 versus the global 1.12—about 4% lower, suggesting the headline underperformance was concentrated in a small set of deep trough months. Still, the dispersion tells the real story: Germany’s CPC range (0.67 to 1.34) nearly triples the global spread (1.06 to 1.31), and average monthly swings were over three times larger, underscoring more volatile country-specific ad costs despite comparable annual averages.
Facebook Ads benchmarks for CPC show Germany’s all-industry market running slightly below global costs on average, but with bigger swings—spring strength, a soft summer, a November peak, and a sharp December reset. Understanding CPC trends and country-specific ad costs for all industries in Germany helps situate local industry ad performance within the broader global benchmark and complements wider CPM analysis and CTR performance perspectives.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Germany, 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app