Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Hardware and Networking advertisers in Germany spent notably less per click than the global market in 2025, but with sharper swings month to month. The local median CPC averaged 0.65, well below the 1.13 global benchmark, with dramatic dips in March and October and powerful rebounds in May and November. The year opened at 0.81 in January and closed at 0.75 in December, a modest 7% slide that broadly echoed the global easing from 1.12 to 1.05. 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 Hardware and Networking in Germany compared to the global benchmark.
Germany’s monthly median CPC traced a choppy arc: 0.81 in January, 0.75 in February, then a steep drop to the yearly low of 0.25 in March before climbing back to 0.36 in April and surging to the annual high of 0.96 in May. June held elevated at 0.89. A steadier summer followed—0.63 in July and 0.67 in August—before easing to 0.55 in September. October marked a second trough at 0.32, then CPCs spiked to 0.92 in November before settling at 0.75 in December.
Across the year, Germany’s Hardware and Networking CPC averaged 0.65, ranging from 0.25 (March) to 0.96 (May). Monthly swings were pronounced: the average absolute change was 0.25, more than four times the global month-to-month movement (0.06). The biggest moves came in April-to-May (+165%) and October-to-November (+184%), while February-to-March saw a sharp -67% pullback.
Globally, CPCs were steadier: most months hovered near 1.10–1.15, peaking at 1.32 in November before easing to 1.05 in December. The global arc was more controlled, with fewer abrupt pivots than Germany’s Hardware and Networking market.
Seasonality shows up in two waves. Q1 in Germany was soft, pulled down by the March trough, while Q2 was the strongest quarter, buoyed by the May/June lift. Q3 moderated with mid-0.60s readings, then Q4 split in two: an October low followed by a November surge typical of late-year competition, before December cooled back toward the annual average. The global pattern also intensified into November, though it finished the year at its low, indicating a broader reset after peak season.
Germany’s Hardware and Networking CPC trailed the global CPC every month, by a wide and shifting margin. The gap was narrowest in May, when Germany sat 17% below the global level (0.96 vs. 1.15). It was widest in March, running 79% below (0.25 vs. 1.14), with another deep gap in October (71% below). On average, Germany’s CPCs were about 42% under the global benchmark. Directionally, both series edged lower from January to December (Germany -7%, Global -6%), but Germany’s path was distinctly more volatile.
These Facebook Ads benchmarks highlight CPC trends for Hardware and Networking in Germany: consistently below global costs, but with larger month-to-month swings and pronounced Q2 and November peaks. Understanding CPC performance and country-specific ad costs for Hardware and Networking in Germany helps frame industry ad performance against the global benchmark and contextualize year-round CPC 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 Hardware and Networking industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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.
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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:
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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
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