Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Global cost-per-click for Public Administration ads held steady through most of 2025 before a late‑year surge and a sharp reset into 2026. Against that backdrop, Sweden’s country-specific series for this industry isn’t available in the current window, so the global benchmark provides the directional context. The story is one of controlled costs for three quarters, a pronounced November spike, and then a two‑month slide to the lowest point in the series.
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 January 2025 to January 2026, global Public Administration CPC averaged about $1.11. The year opened near that mark at $1.12 in January 2025 and ended materially lower at $0.85 in January 2026, a decline of roughly 25%. The high came in November 2025 at $1.32, about 19% above the period average; the low was January 2026 at $0.85, about 24% below the average.
Month to month, the market was calm for most of 2025, with average absolute moves of about $0.07. From January through October, fluctuations typically sat within three to five cents, with gradual easing in June ($1.10) and September ($1.09) and small upticks in August ($1.13) and October ($1.12). The standout was November: CPC jumped by $0.19 from October (+17%), followed by a sharp retreat in December (−$0.26, −20%) and another step down into January 2026 (−$0.21, −20%). That sequence produced a late‑year crest followed by the steepest two‑month pullback of the period.
The pattern reads as seasonal: Q1 and Q2 tracked in a narrow band near $1.13, Q3 softened slightly to the low $1.10s, and Q4 showed the expected auction pressure with a pronounced November peak. Performance typically tightens in late Q4 as competition rises, and this CPC series mirrors that rhythm—costs lift into November, then reset in December and often trough in early Q1. January 2026’s $0.85 marks that trough clearly, extending the post‑holiday cooldown beyond the December correction.
While CPM analysis and CTR performance often exhibit their own seasonal signatures, the CPC trends here are the most pronounced signal: a stable first ten months, a short, forceful Q4 crest, and a clean reversion to lower country‑specific ad costs entering 2026.
For Sweden’s Public Administration industry, country‑level CPC readings aren’t available in this timeframe, so a precise gap to the global market cannot be quantified. As a directional yardstick, the global Facebook Ads benchmarks for CPC averaged $1.11 across the period, with a range from $1.05–$1.32 in 2025 and a reset to $0.85 in January 2026. Relative positioning—above market, below average, or more volatile—remains unmeasured for Sweden in this cycle, but the global shape offers a useful frame for interpreting any future Sweden series: steady through most of the year, pressure in late Q4, and a clear Q1 cooldown.
Understanding Facebook Ads CPC benchmarks for the Public Administration industry in Sweden—set against a global average of $1.11, a November crest of $1.32, and a January 2026 low of $0.85—helps clarify country-specific ad costs and how they align with broader CPC trends and seasonality. This benchmark view supports comparisons between Sweden’s Public Administration performance and global patterns when local data becomes available.
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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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:
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
See how much it costs to get users to install an app