Compare CPC benchmarks by industry, region, and campaign type.
September 2025 - August 2026
Benchmark observations based on the selected data
The headline: Netherlands cost‑per‑click (CPC) began the period well below the global benchmark, then climbed sharply into the summer to finish above it — a dramatic momentum story. 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.
Median CPC in the Netherlands started at 0.33 (July 2025) and ended at 1.39 (July 2026), a roughly 317% increase from trough to terminal month. Across the 13‑month window the Dutch median CPC averaged about 0.86 (local currency), with a low of 0.33 (July 2025) and a peak of 1.53 (June 2026). By comparison the global median CPC averaged about 1.04 during the same months.
Key monthly movements punctuate the series: an early low in July 2025 was followed by a moderate lift into August and a period of relative stability through February 2026. March produced a notable rebound to roughly 1.02, then a quieter spring month in April (0.89) and May (0.77) before a sharp surge into June (1.53) and a slight pullback into July (1.39). Overall the Netherlands displayed larger swings than the baseline — the average monthly absolute move was about 0.24, a substantial amplitude for cost‑per‑click readings.
The Dutch CPC pattern shows a valley in late summer 2025, a spring uptick around March 2026, and a pronounced spike at the start of the high‑summer period in June 2026. May→June was the single largest month‑over‑month change (≈+0.77), representing a rapid lift in unit CPC. The mid‑period March rebound nearly closed the gap with the global benchmark, while late‑period activity pushed the Netherlands above global CPCs. Rhythm here is choppier than the baseline: several months of small moves are punctuated by two larger surges (March and June).
Across the year the Netherlands ran below the global median overall — roughly 18% lower on average (0.86 vs 1.04). Month‑by‑month the gap narrows and flips: Dutch CPCs were 60–70% below global levels at the initial low (July 2025), moved within single digits of parity in March 2026 (about 4% below), and then crossed above the global benchmark in June (about 38% above) and July 2026 (about 80% above). Volatility underlines that divergence: the Netherlands’ average monthly move (~0.24) was more than twice the global average monthly movement (~0.10), signaling a more volatile cost environment for CPC in Netherlands compared with the world baseline.
Understanding Facebook Ads cost‑per‑click benchmarks for all industries in the Netherlands helps advertisers evaluate country‑specific ad costs and compare industry ad performance to global CPC trends and broader CPM analysis.
Facebook advertising cost benchmarks
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPC values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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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 may rise during spring holidays as travel and leisure ads gain engagement. Liberation Day (May 5) is a mandatory national holiday, so ad inventory may shrink. Ad competition increases in late December for holiday promotions. Fewer summer holidays may make campaign performance more consistent 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).
CPC varies by region, industry, and campaign objective. Use the filters to compare benchmarks that match your campaign. The US is one of the more expensive markets.
Audience targeting, industry competition, ad relevance score, and creative performance affect CPC. Low engagement or relevance can increase CPC.
CPC can increase with more competition in your target audience, seasonal trends such as holidays, lower ad relevance scores, or algorithm changes. Check whether your audience is too narrow or your creative is showing fatigue.
Mobile CPCs often run lower than desktop CPCs because there is more mobile inventory. Segment performance by placement to see where clicks come from.
For most businesses, conversion optimization produces better ROI than CPC alone. CPC optimization can suit awareness campaigns or content promotion when clicks are the goal.
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 because of purchase intent and advertiser competition. Results also depend on the audience and creative.
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