Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Healthcare advertisers in Sweden spent much of the year paying less per click than the global market, but with sharper swings along the way. CPCs opened elevated in December, fell to a deep trough through Q1, then surged into mid‑year before settling just under or around the 1.00 mark in late Q3 and Q4. Against the global Facebook Ads benchmarks, Sweden stayed below average almost every month, briefly moving above market 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 Healthcare in Sweden compared to the global benchmark.
Across the last 12 months, Healthcare CPC in Sweden averaged 0.83, ranging from a low of 0.39 in February to a high of 1.12 in June. The series starts at 0.90 in December and ends higher at 1.07 in November, a net lift of roughly 18%. The early‑year slide was pronounced: January (0.43) and February (0.39) marked the year’s floor, with March (0.42) only a modest rebound. The turning point came in April at 0.81, nearly doubling month over month, followed by a mid‑year spike to 1.12 in June. From there, CPC stabilized: July to October clustered tightly around the 1.00 line (0.999 in both July and October; 0.98 in August; 1.00 in September), with a mild step up to 1.07 in November.
Volatility was noticeably high. The average absolute month‑over‑month move was 0.14—nearly triple the global pace—driven by two large swings: down from December to January (−0.48) and up from March to April (+0.40). In contrast, late summer and early autumn saw very small monthly changes, indicating a period of steadier costs.
Seasonality is visible. Q1 was the softest stretch, averaging 0.41, while Q2 almost doubled to 0.91 as competition and conversion readiness typically intensify. Q3 held near parity at 0.99, suggesting a stable cost corridor after the spring run‑up. Q4 (so far) ticked higher to a 1.03 average across October–November, a lighter rise than the typical global November spike.
Only three months cleared the 1.00 mark (June, September, November), emphasizing that Sweden’s country‑specific ad costs in Healthcare generally ran on the lower side of the distribution, with mid‑year strength and a modest late‑year lift.
Compared to the global CPC trends, Sweden’s Healthcare CPC averaged about 0.83 versus a 1.14 global average—roughly 28% below market. The gap was widest in February (−66%) and remained substantial through March (−63%) and January (−62%). The closest alignment came mid‑year: Sweden ran 4% above the global benchmark in June, then hovered within 6–11% below from July to October. November widened again as the global benchmark climbed to 1.32, while Sweden rose more modestly to 1.07.
Momentum also differed. Globally, CPCs moved gradually most months before a sharp November surge. Sweden’s pattern was choppier: a deep Q1 dip, a swift spring rebound, near‑flat late summer, and a restrained Q4 increase. Volatility averaged 0.14 points monthly in Sweden versus 0.05 globally, indicating more pronounced local swings.
In summary, Facebook Ads CPC benchmarks for Healthcare in Sweden show below‑market costs overall, a dramatic Q1 to Q2 rebound, and tighter bands through late summer before a measured Q4 rise. Understanding cost per click trends for Healthcare in Sweden helps teams assess country‑specific ad costs and compare 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 Sweden, 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 is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
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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