Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The Marketplaces category in Spain ran consistently cheaper than the global benchmark, but with sharper month-to-month swings. Across the year, costs oscillated between spring highs and a midsummer dip, before climbing again in November. The standout spikes came in February and late Q2, while April marked the low. This mix of troughs and rebounds defined a choppy, below-market cost environment.
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 Marketplaces in Spain compared to the global benchmark.
Cost per click (CPC) for Facebook Ads in Spain’s Marketplaces averaged $0.66 from December 2024 through November 2025, ranging from a low of $0.42 in April to a high of $0.87 in May. The period began at $0.48 in December 2024 and closed at $0.85 in November 2025—an increase of roughly 80%.
Momentum was punctuated by sharp moves: a February surge (+69% vs. January) to $0.79, a reset in March ($0.54), and the yearly low in April ($0.42). Costs then lifted decisively in May ($0.87) and held elevated in June ($0.84). July saw a pullback to $0.50, followed by a late-summer rebuild in August–September ($0.75–$0.77), an October softening ($0.59), and a strong November rebound ($0.85).
Volatility averaged $0.20 per click in absolute month-to-month change—about four times the global swing—underscoring a market with pronounced surges and retracements.
Seasonality showed a spring lift and midsummer softness. Q1 averaged $0.60, with February as the outlier spike. Q2 was the most expensive quarter at an average $0.71, driven by May–June highs. Q3 cooled to a $0.67 average, bottoming in July before recovering through August–September. Q4 (October–November) resumed upward pressure, averaging $0.73, with November’s climb echoing the global pattern of increased late-year competition.
Relative to Facebook Ads benchmarks worldwide, Spain’s Marketplaces CPC stayed below market in every month. Spain’s average ($0.66) trailed the global average ($1.14) by about 42%, a gap of roughly $0.48 per click.
The monthly gap narrowed the most in June (Spain $0.84 vs. global $1.08, about 22% below) and was widest in December 2024 (about 63% below). Through most of the year, Spain hovered 30–55% under global levels. While the world trend was steady—largely contained between $1.06 and $1.14 before a November spike to $1.31—Spain’s path was choppier, with average monthly movement of $0.20 versus the global $0.05.
Facebook Ads benchmarks for CPC in Marketplaces show Spain’s costs as consistently below the global average, but with more pronounced month-to-month swings and distinct seasonal pulses—spring highs, a midsummer dip, and a November lift. Understanding CPC trends and country-specific ad costs for Marketplaces in Spain helps teams benchmark industry ad performance and compare local dynamics to the global pattern.
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 Marketplaces industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Spain, 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), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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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