Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The clearest story in the data is steadiness turning into a late‑year surge. Global Facebook Ads cost‑per‑click (CPC) hovered close to $1.13 for most of the year before a sharp November spike and an even sharper December reset. For Sweden’s Legal industry, there are no recorded monthly observations in this window, so the global benchmark serves as the directional context rather than a direct comparison. 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 Legal in Sweden compared to the global benchmark.
Global CPC opened the year at $1.12 in January and closed at $1.06 in December, a modest −6% slide across the year. The annual average landed at $1.13, with a tight band through the first three quarters and wider moves in Q4.
The pattern aligns with familiar auction dynamics: a contained first half, a softer summer, and a late‑year upswing. Q1 averaged roughly $1.13 with minimal variance (month‑to‑month shifts often within a penny). Q2 edged slightly higher on average (~$1.13), though it finished lower in June. Q3 was the quietest stretch, averaging close to $1.10. Q4 broke the cadence—October returned to ~$1.13, November spiked to $1.32 as competition intensified, and December dropped to the year’s low as budgets and auction pressure eased. In short, CPC trends were calm for nine months and volatile for three.
Because Sweden’s Legal CPC time series is not present in the dataset for this period, a direct month‑by‑month comparison to the global benchmark is not available. The global curve offers a reference for country‑specific ad costs and industry ad performance: a largely flat to slightly easing trajectory through Q1–Q3 (around the $1.10–$1.14 range), followed by a pronounced Q4 spike and retracement. Without observed Sweden data, the relative gap—above market or below average—cannot be quantified, but the global Facebook Ads benchmarks indicate where CPC trends tightened or widened and when volatility rose most notably.
Understanding Facebook Ads cost‑per‑click benchmarks for the Legal industry in Sweden—viewed against the global CPC trends—highlights a year defined by stability through Q3 and pronounced Q4 volatility. This CPC analysis provides a directional frame for country‑specific ad costs and industry ad performance, helping teams situate Sweden’s Legal market within broader Facebook Ads benchmarks and seasonal 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 Legal industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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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 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.
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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