Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all industries in Sweden, Facebook Ads cost-per-click (CPC) ran consistently below the global benchmark, but with sharper swings and a dramatic Q4 spike. Sweden’s CPC averaged 0.84 over the 13-month window, versus 1.13 globally—roughly 26% lower—yet the path was choppy, with a June trough and an October surge that briefly moved above market. 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 Sweden compared to the global benchmark.
Sweden opened at 0.61 in December 2024 and ended at 0.69 in December 2025, a modest 13% lift over the full horizon. Within 2025, however, CPC fell from 1.05 in January to 0.69 by December (−34%), underscoring a year that cooled overall despite mid-year volatility.
The low point arrived in June at 0.42, while October marked the high at 1.55—the only month Sweden sat above the global level. The monthly rhythm featured pronounced moves: a sharp January reset (1.05) dropped to February’s 0.50, a soft climb through April–May (~0.82), then a slide to June’s low (0.42). From there, CPC rebounded into late summer (1.01 in July, 0.96 in August, 1.01 in September) before spiking in October (1.55) and retreating to 0.82 in November and 0.69 in December.
Volatility was the other headline: Sweden’s average absolute month-to-month change was 0.32 points, far larger than the 0.07-point global average. The biggest single jumps were June to July (+0.60, +144%) and September to October (+0.54, +54%). The steepest drop was October to November (−0.73, −47%).
Seasonality tracked familiar patterns but with localized exaggeration. Early Q1 was mixed: January landed high, then CPC eased in February and steadied through spring. Q2 softened further, culminating in June’s low—often a period where competition ebbs and CPCs are comparatively lighter. Q3 brought a steady rebuild, with July–September hovering around 1.00. Q4 diverged from the smoother global pattern: Sweden spiked early in October, then fell back in November and December, rather than peaking into late November as the global market did.
Relative to global Facebook Ads benchmarks, Sweden spent nearly the entire period below market. At the average level, Sweden’s CPC trailed by about 26% (0.84 vs. 1.13). The discount was widest in June (about 61% below global) and typically ranged between 25% and 60% for much of the year. The gap narrowed to just 5–7% below in late summer (July–September), and inverted briefly in October, when Sweden ran 41% above the global benchmark.
The global trend line was steadier: CPC hovered around 1.10 through most months, crested at 1.30 in November, and dipped to a yearly low of 1.05 in December. Sweden’s trajectory was more volatile and more seasonal, with higher-amplitude moves and a distinctive October peak followed by a quick reversion.
Facebook Ads CPC trends for all industries in Sweden show a lower-cost, higher-volatility market that diverged from the global CPC pattern—especially in Q2 softness and an early Q4 spike. Understanding Facebook Ads cost-per-click benchmarks for all industries in Sweden helps teams assess country-specific ad costs, compare industry ad performance, and situate local CPC trends 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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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