Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The main story: cost-per-click (CPC) in the Netherlands ran consistently below the global benchmark for most of the 13-month window, but finished the period at parity as a sharp mid‑year spike closed the gap. Patterns show intermittent lifts in late Q4 and early Q1, punctuated by larger month-to-month swings than the baseline. 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.
CPC in the Netherlands started at €0.62 in June 2025 and ended at €1.36 in June 2026 — a roughly 121% increase from start to finish. Across the period the Netherlands averaged about €0.78 per click (13‑month median/mean), with a low of €0.33 in July 2025 and a high of €1.36 in June 2026. By comparison the global baseline averaged about €1.09 over the same months, making Netherlands CPC roughly 28% below the global average overall.
Notable monthly moves: July 2025 was the trough at €0.33 (about 69% below the global July level), while November 2025 and March 2026 each pushed close to €1.00. The final month — June 2026 — produced the single largest month-over-month lift, moving from €0.75 in May to €1.36 in June (+~81%).
Volatility was pronounced: average absolute month-to-month change in the Netherlands was about €0.24, compared with roughly €0.09 for the global baseline — roughly 2.5× the baseline monthly swing.
Rhythm across the year shows familiar seasonal pulses. A typical Q4 lift appears in November (Netherlands rising to ~€1.00 as the baseline climbed too), followed by a December softening. Early Q1 saw a rebound into January and a pronounced March uptick back toward €1.00. The stand‑out divergence is the late‑cycle surge into June 2026, which erased most of the Netherlands’ underperformance versus global levels.
Monthly behavior was choppy rather than smoothly trending: short pullbacks (September–October trough around €0.70) were followed by sharper lifts (November and March), then a steep end‑period ascent in June.
Relative framing: the Netherlands trailed global CPCs in 12 of 13 months, averaging ~28% below the baseline. The gap ranged from parity in June 2026 (0% gap) to the widest shortfall in July 2025 (about 69% below global). In magnitude and rhythm the Netherlands was more volatile than the global benchmark — larger month-to-month swings and several pronounced rebounds — even as the baseline itself showed its own seasonal spikes.
Understanding Facebook Ads CPC trends and country-specific ad costs for All industries in the Netherlands offers a clear view of how local CPC behavior compared to the broader market across the year, useful for benchmarking industry ad performance, CPC trends, CPM analysis, and CTR performance context in the Netherlands.
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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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.
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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.
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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