Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Public Administration advertisers in Sweden did not register a distinct monthly CPC series in our sample window, so the clearest signal comes from the global benchmark. That global track tells a familiar story: stable costs early in the year, a softening into late summer, a sharp November surge, and a December reset. Volatility was moderate most months, with one standout spike as year-end demand compressed.
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 Sweden compared to the global benchmark.
Across the 13-month window (Dec 2024–Dec 2025), global Facebook Ads CPCs for all industries averaged about $1.14. The year opened at $1.13 in January 2025 and closed at $1.12 in December—nearly flat within the year, but down 11.6% compared to December 2024 ($1.27 to $1.12).
The year’s high arrived in November 2025 at $1.32, while the low formed in September at $1.07. That puts the intra-year swing at roughly 24% from trough to peak. Month-to-month movements averaged about $0.06 (≈5% of the average CPC), indicating measured volatility apart from Q4’s surge.
Key beats in the timeline:
Seasonality was pronounced. CPCs held steady through Q1, softened into late Q2 and Q3, and then accelerated into Q4. The summer trough (June–September) sat roughly 3–6% below the 2025 average ($1.13), while November landed about 17% above that same average. Performance typically tightens in November, with costs easing in December as auction pressure pulls back—exactly what the benchmark shows here.
Although this report centers on CPC trends, CPM analysis in many markets mirrors this rhythm, with pressure building into late Q4. The cadence suggests that country-specific ad costs often reflect a gentle mid-year dip followed by a pronounced pre-holiday lift.
For Public Administration in Sweden, no monthly medians were captured in the period, so we cannot quantify a direct gap to the global benchmark. The global trend rose gently into October, spiked in November, and normalized in December; whether Sweden ran above market, below average, or more volatile than global levels cannot be determined from the available data. As a directional frame, the global benchmark’s 2025 average ($1.13), its low in September ($1.07), and high in November ($1.32) outline the prevailing CPC environment for Facebook Ads benchmarks.
In the absence of a recorded local series, the global Facebook Ads CPC benchmark provides a clear reference point for Public Administration advertisers. Understanding CPC trends and country-specific ad costs helps contextualize auction dynamics and seasonality. This summary captures Facebook Ads CPC benchmarks for the Public Administration industry in Sweden relative to global patterns.
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 Sweden, 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 is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
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:
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Benchmark click-through rates for Facebook ads
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