Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The headline in the data is a steady easing in cost per click (CPC) from late 2024 into late summer 2025, with a pronounced Q4 peak giving way to progressively cheaper clicks by September. For Public Administration in Italy, in-market observations are limited for this window, so the global Facebook Ads benchmarks provide the clearest directional context: a market that cools after holiday highs, stabilizes in Q1, then compresses further through mid-year. Volatility remains modest, punctuated by two notable step-downs.
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 Public Administration in Italy compared to the global benchmark.
Across the global baseline, monthly median CPCs averaged about $1.14 from November 2024 to September 2025. The period opened at a high of $1.47 in November and closed at a low of $0.95 in September, a 35% decline from start to finish. December ($1.30) and January ($1.14) delivered back-to-back pullbacks of $0.18 and $0.16, respectively, followed by a brief steadiness around $1.12–$1.15 through March and April.
The middle of the year tracked lower in smaller steps: May edged to $1.11, June reached $1.03, and a short-lived midsummer lift carried CPCs to $1.05 in July and $1.06 in August. The most pronounced late-period movement came in September, when the median fell to $0.95 — 16% below the period average and the lowest point in the series.
Month-to-month volatility averaged $0.06, indicating relatively smooth transitions. The sharpest moves were November to December (−$0.18) and August to September (−$0.10), with other changes largely contained to $0.02–$0.08 increments.
The pattern aligns with common seasonal dynamics: premium costs in late Q4, normalization in early Q1, and progressive easing into mid-year. Quarterly pacing reinforces that arc:
From June onward, CPCs hovered near the $1.00 mark, with a gentle midsummer plateau before a September trough. This rhythm suggests softer competitiveness and broader efficiency mid-year, consistent with country-specific ad costs typically seen outside peak retail windows.
For Italy’s Public Administration segment, the available series this period is sparse, so comparisons to the global benchmark are directional rather than month-by-month. The global curve fell steadily (−35% from November to September) with low volatility (~$0.06 average monthly movement). Against this baseline, Italian CPCs above roughly $1.14 would read as above-market costs, while values clustering near $1.00 would track below the global median. Any Italy-specific pattern that showed bigger month-to-month swings than ~$0.06 would indicate a more volatile local auction versus the global shape.
In summary, Facebook Ads benchmarks show global CPC trends easing from Q4 2024 highs to a September 2025 low, offering a clear directional reference for industry ad performance. While Italy’s Public Administration readings are limited in this window, the global CPC analysis provides a solid baseline for understanding country-specific ad costs, alongside related CPM analysis and CTR performance context. Understanding cost per click benchmarks for Public Administration in Italy helps teams evaluate how local CPCs align with global patterns over the same period.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the Public Administration industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Italy, 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/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.
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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