Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The clearest story in the data is a controlled year for global Facebook Ads CPC with a classic Q4 spike and a sharp reset into the new year. Median CPC held close to the $1.10–$1.15 range for most of 2025, surged in November, then cooled abruptly in December and January. Volatility was generally modest outside the holiday period. The Spain Public Administration slice did not produce a stable monthly series in this window, so the directional read below uses the global benchmark as context for country-specific ad costs.
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 Spain compared to the global benchmark.
Across the global benchmark, median CPC averaged $1.11 from January 2025 to January 2026 (12-month 2025 average: $1.13). The period opened at $1.12 in January 2025, drifted up to a spring high of $1.15 in May, hovered through summer, then accelerated into a November peak of $1.32 before falling to $1.05 in December and landing at a series low of $0.85 in January 2026. From the starting point to the latest month, that’s a 25% decline, emphasizing the early-year reset after the holidays.
Key moves included a steady winter-to-spring lift (January to May, +3%), a tight summer band between $1.09 and $1.13, and then the Q4 surge: October to November rose 17%, followed by a 20% retreat in December and another 20% step-down into January 2026. Within the 2025 calendar year, CPC eased 6% from January to December, indicating a mild softening before the new-year trough.
The rhythm of the benchmark aligns with familiar platform dynamics:
This cadence frames the broader CPC trends advertisers often recognize alongside CPM analysis and CTR performance patterns.
For Public Administration in Spain, the dataset did not yield monthly medians during this period, so a numeric gap versus the global benchmark cannot be quantified. As a directional yardstick, the global series placed CPC around $1.11 on average, with most months sitting within $1.09–$1.15 outside Q4. The widest dispersion occurred in the holiday window, when costs rose above market norms in November and then fell back below the annual average by December and into January.
While above- or below-market positioning for Spain’s Public Administration segment cannot be measured here, the benchmark curve provides a reference for evaluating country-specific ad costs and industry ad performance when local data is available.
Understanding Facebook Ads CPC benchmarks for the Public Administration industry in Spain—viewed against the global CPC trends—helps teams interpret seasonality, volatility, and year-over-year momentum in country-specific ad costs and compare them to broader 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. In the Public Administration industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Spain, 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), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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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