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 Safety advertisers in Spain do not show a distinct country-level time series in this period, so the clearest view comes from the global Facebook Ads benchmarks for cost-per-click (CPC). That global curve tells a steady story with one sharp Q4 spike: CPCs were broadly stable through most of 2025, dipped into late summer, then surged in November before easing into December. Volatility was mild on average, but year-end competition created the standout month. 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 Safety in Spain compared to the global benchmark.
Across the observed window, global CPC averaged about $1.14. Starting from $1.28 in December 2024, CPCs settled to $1.12 in January 2025 and ended the year at $1.10 — a 14% decline from December to December, or a modest 2% drift lower within 2025 itself (January to December). The 2025 average was $1.12, with a median of roughly $1.11.
Highs and lows were clear: the annual low arrived in September 2025 at $1.06, while the peak hit in November at $1.31. That range represents a 23% swing from trough to peak. Month-to-month changes averaged $0.07, but that figure is skewed by the Q4 surge; excluding the November–December moves, typical fluctuations were closer to $0.04 per month.
The monthly rhythm within 2025 was composed and incremental: small lifts from January to March ($1.12 to $1.14), a minor step down in April, a brief lift in May, and a softening into June–July ($1.08–$1.07). August ticked up ($1.10) before September’s trough ($1.06). October rebounded to $1.10, then November spiked to $1.31 before normalizing in December ($1.10). First-half and second-half averages were virtually identical (~$1.12–$1.13), underscoring how the November peak was a short, sharp anomaly rather than a sustained shift.
Seasonality was visible but controlled. CPCs eased through late Q2 and into early Q3, touched their low in September, and then lifted sharply into November before retreating in December. That pattern aligns with common Facebook Ads benchmarks: softer engagement costs mid-year, firmer pricing in the holiday build-up, and a cooldown post-peak. The November premium stood out as the clearest seasonal imprint in this dataset.
Because the Public Safety series for Spain is not populated for the timeframe, the comparison to the baseline reduces to direction rather than magnitude. There is no measurable above-market or below-market gap to cite for Spain. In practical terms, Spain’s Public Safety CPC trends can be read as aligned to the global benchmark for this period, with any variance from global levels unquantified in the available data.
Understanding Facebook Ads cost-per-click benchmarks for Public Safety in Spain benefits from anchoring to the global CPC trends: a $1.12 average in 2025, a $1.06 low in September, a $1.31 November peak, and generally mild volatility outside the holiday surge. These CPC trends provide a grounded reference point for country-specific ad costs and industry ad performance when local records are limited, helping marketers contextualize Public Safety CPC benchmarks in Spain against 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 Safety 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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