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 headline for the Netherlands is clear: median Facebook Ads cost-per-click (CPC) for all industries runs well below the global benchmark, but the path there is choppier. Over the past 12 months, the Netherlands averaged 0.76 CPC versus a 1.14 global average—about one-third lower—yet month-to-month swings were noticeably sharper, including a summer trough and a late-year surge. July marked the standout low, while November closed with the year’s high, suggesting a pronounced seasonal dip followed by Q4 intensity.
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 the Netherlands compared to the global benchmark.
The period opens at 0.96 in December 2024 and ends at 1.07 in November 2025, a 12% lift across the window. The Netherlands’ median CPC averaged 0.76, ranging from a low of 0.30 in July to a high of 1.07 in November. Key movements punctuate the year: a steady cool-down from January (0.89) into April (0.66), a jump in May (0.91), and a sharper slide into June (0.61) and July (0.30, down 51% month-over-month). August rebounded to 0.78 (+161% vs. July), before stabilizing around 0.68–0.71 in September and October, and then spiking to 1.07 in November (+57% month-over-month).
Volatility stood out. Average absolute month-over-month change in the Netherlands was 0.21 points, more than four times the global benchmark’s 0.05. The global curve moved within a narrow band most of the year, while the Netherlands saw outsized dips and rebounds.
The rhythm in the Netherlands shows a Q1-to-spring softening, a pronounced summer trough, and a decisive Q4 climb. CPC eased from January through April, accelerated downward into June and July, then rebounded strongly in August. Autumn trended steadier, with September–October holding just below 0.70 before November’s jump to the annual high. This pattern aligns with broader seasonal pressure: performance typically softens mid-year and tightens into Q4 as competition rises, with engagement and costs often reshuffling after summer.
Relative to the global benchmark, the Netherlands was consistently below market every month in this window. The average CPC gap was about 34% (0.76 vs. 1.14). The narrowest gaps appeared in November (18% below global) and May (20% below), while July marked the widest spread at 72% below the global median. Globally, CPCs trended from 1.13 in January to 1.31 in November (+16%), a smoother ascent compared to the Netherlands’ choppier +20% slope from January to November. The global low point came in September (1.06), far above the Netherlands’ July trough (0.30), underscoring how much deeper the mid-year dip was in this market.
In sum, Facebook Ads CPC trends for all industries in the Netherlands show materially lower country-specific ad costs than the global benchmark, coupled with higher volatility: a deep summer dip, stabilization in early autumn, and a pronounced November peak. Understanding Facebook Ads benchmarks for cost-per-click in all industries in the Netherlands helps marketers contextualize CPC performance against global patterns and track how local seasonal dynamics shape industry ad performance.
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 Netherlands, 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), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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