Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Germany’s Healthcare CPC told a two‑act story: a quiet open far below the world market, followed by a steep lift into late Q3 and a pronounced Q4 spike. Across the 13 months observed, the market averaged essentially in line with the global benchmark but moved with much sharper swings, with standout surges in September and November and an abrupt cooldown in December before rebounding in January 2026. 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 Healthcare in Germany compared to the global benchmark.
The rhythm aligns with common paid social patterns but with amplified amplitude. CPCs were soft through Q1, recovered through Q2, and built into a late‑summer high in September. Performance typically tightens in Q4 as competition rises, and Germany’s Healthcare CPC reflected that pressure intensely: a brief pause in October, a standout November spike, and a December cooldown. Unlike the baseline, which eased into early 2026, Germany re‑accelerated in January, staying elevated relative to most of 2025.
Germany’s Healthcare CPC spent the first five months below market (−77% in January, −55% in March, and −20% in May), crossed above in June (+12%) and remained mostly above through September (+71% at the peak). The gap narrowed to parity in October and was mildly below in December (−4%). November was the widest positive spread (+79%), and January 2026 finished +63% above the global level. While the global trend stayed steady near 1.10 for much of the year and then softened into January 2026 (down 24% from January 2025), Germany’s Healthcare CPC surged from a very low base to finish markedly higher. On averages, Germany’s 2025 calendar‑year CPC (1.08) trailed the global 2025 average (1.13) slightly, but the year’s ending momentum sat well above the baseline.
In short, Facebook Ads benchmarks for cost‑per‑click show Germany’s Healthcare market moving broadly in line on average but with far greater amplitude—early underperformance, a pronounced Q3 lift, an outsized November peak, and an elevated start to 2026. Understanding CPC trends and country‑specific ad costs for Healthcare in Germany helps contextualize industry ad performance against the global benchmark.
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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. 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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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.
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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:
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
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