Facebook Ads CPC Benchmarks in Italy

Introduction

Across all industries in Italy, Facebook Ads cost-per-click ran well below the global benchmark but moved with noticeably sharper swings. Italy’s CPC averaged 0.55 over the period, roughly half of the global 1.14, yet it climbed into year‑end with a clear Q4 lift and a December peak. The standout trough arrived mid‑summer, followed by a steady rebound that narrowed the gap with the rest of the world late in the year.

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 all industries in Italy compared to the global benchmark.

The story in the data

• Starting point to finish: Italy opened at 0.61 in December 2024 and closed at 0.82 in December 2025 (+34% vs. that starting month). Looking only at 2025, CPC rose from 0.43 in January to 0.82 in December, a +92% climb.
• Highs and lows: The low was July at 0.38; the high was December at 0.82. That swing represents a 0.44 range, or about 80% of the Italian average — a large amplitude for CPC trends.
• Average levels: Italy averaged 0.55 across the 13 months; the global benchmark averaged 1.14 over the same window.
• Key movements: After a soft January (0.43), Italy recovered through March (0.64), dipped again in April–May (0.46–0.47), and hit the year’s low in July (0.38). From there, CPC rebounded through August (0.57) and stabilized in September–October (0.54–0.55) before lifting again in November (0.63) and peaking in December (0.82).
• Volatility: Month‑to‑month absolute change averaged 0.10 for Italy, versus 0.07 globally. Relative to their respective averages, Italy’s swings were about 19% of its mean, compared with roughly 6% for the global benchmark — a more restless market in Italy.

Seasonal and monthly dynamics

Italy’s rhythm in 2025 was a familiar performance arc: soft opening, spring wobble, a summer trough, and a Q4 climb. Q1 averaged 0.55, Q2 softened to 0.48, Q3 steadied at 0.50, and Q4 accelerated to 0.67. The July bottom marked the pivot point; from that low to December’s 0.82 high, CPC more than doubled (+116%). Globally, CPCs were flatter through most of the year with a pronounced November spike (1.31) before easing in December (1.10), a pattern consistent with heightened Q4 competition.

Italy vs. Global

Italy’s CPC sat below market all year, averaging 51% under the global benchmark. The gap was widest in July (Italy 0.38 vs. global 1.07, −65%) and narrowest in December (0.82 vs. 1.10, −26%) as Italy’s late‑year rise closed distance. While the global trend was broadly steady from January to December (−2%), Italy’s path was choppier and ultimately higher into year‑end. Half‑year view underscores the divergence: Italy’s H2 averaged 0.58 (+13% vs. H1’s 0.51), whereas the global H2 held essentially flat versus H1 (~1.12–1.13). The global range ran 1.06 to 1.31; Italy’s broader 0.38 to 0.82 shows more pronounced local swings.

In short, Facebook Ads CPC benchmarks for all industries in Italy point to structurally lower country‑specific ad costs than the global average, paired with stronger intra‑year variability and a decisive Q4 uplift that narrowed the gap by December. Understanding CPC trends, alongside broader Facebook Ads benchmarks and related CTR performance or CPM analysis, helps frame how Italy’s all‑industry ad performance compares to global patterns.