Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Healthcare advertisers in the Netherlands ran materially below the global Facebook Ads benchmarks for Cost Per Click throughout the period, but with a notable mid-year flare-up. Median CPCs started modest in November, slid to a Q1 trough, then spiked sharply in April before settling into the mid–0.70s through summer. Compared with the steadier global trajectory, the Netherlands showed bigger month-to-month swings yet consistently lower country-specific ad costs.
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 the Netherlands compared to the global benchmark.
Across November 2024 to August 2025, Healthcare CPC in the Netherlands averaged roughly 0.70, ranging from a low of 0.53 in February to a high of 1.03 in April. The period opened at 0.87 in November, dropped through winter (0.55 in December, 0.54 in January), hit bottom in February (0.53), then surged in March–April, with April’s peak nearly double February’s level (+96%). Post-peak, CPCs eased to 0.73 in May and hovered between 0.69 and 0.75 from June to August, ending at 0.75.
Volatility stood out: average absolute month-over-month movement was 0.14 points, with the largest single jump in April (+0.46 from March) and a sharp reversal in May (−0.30 from April). By comparison, the global median CPC averaged about 1.15 over the same months with gentler swings (0.06 points average monthly change).
Seasonality was clear. Q4 opened elevated in November before a December pullback, while Q1 was the softest stretch (Q1 average ~0.55). A pronounced Q2 lift was concentrated in April (1.03), with May–June retracing but settling above Q1 levels (Q2 average ~0.82). Early Q3 stabilized in the mid–0.70s. This rhythm aligns with broader patterns: global CPCs tend to run higher in Q4, ease through late Q1 into mid-year, and firm modestly in summer—though the Netherlands’ April spike was more abrupt than the global curve.
The Netherlands tracked below the global benchmark in every month, but the gap narrowed over time. In November, Dutch Healthcare CPCs were about 41% below global levels (0.87 vs. 1.47). The widest gap came in December at 58% below (0.55 vs. 1.30). Through Q1, the Netherlands remained 50%+ below, then closed the distance dramatically in April—just 8% under global (1.03 vs. 1.12). From May to August, the gap held in a tighter 29%–34% range, ending August at 29% below global (0.75 vs. 1.06).
Trendlines diverged as well: globally, CPCs declined about 28% from November to August (1.47 to 1.06) in a smooth glide, while the Netherlands dipped 14% across the same span (0.87 to 0.75) with a mid-year surge and reversion. Overall, the Netherlands averaged roughly 40% below the global CPC, yet exhibited more than double the month-to-month volatility.
For performance marketers tracking Facebook Ads benchmarks, these CPC trends highlight how Healthcare in the Netherlands differs from the global norm: structurally lower country-specific ad costs, punctuated by a pronounced April lift and a tighter gap to the market through summer. Understanding Cost Per Click benchmarks—and how they relate to broader CPM analysis and CTR performance—helps contextualize industry ad performance for Healthcare in the Netherlands against global 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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. For campaigns targeting Netherlands, 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), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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