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 this period is a globally steady Cost Per Click that only truly surges once—in November—before cooling sharply in December. Against that backdrop, the Public Safety market in Spain has no validated monthly series in this dataset for the time window, so the global view serves as a directional anchor for country-specific ad costs. Volatility is mild for most of the year, with CPC trends clustering tightly until Q4 competition lifts prices and then releases pressure.
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 global Facebook Ads benchmarks for CPC in 2025, the median settled at an annual average of roughly $1.13. The year opens at $1.12 in January and closes lower at $1.06 in December—an overall −6% glide from start to finish. Most months sit in a narrow band between $1.09 and $1.15, with the notable exception of a sharp November spike.
Highs and lows tell the rhythm succinctly: the yearly high lands in November at $1.32, about 16% above the annual average, while the low falls in December at $1.06, about 7% below the average. The full range—$1.06 to $1.32—represents a 24% spread. Month-to-month movements are typically small (average absolute change ~$0.06), but that headline volatility is concentrated in Q4; excluding November–December, average monthly shifts are closer to two cents.
Key beats in the timeline:
Seasonality is pronounced yet familiar. Q1 and Q2 average near parity (~$1.13 and ~$1.13), Q3 softens to about $1.11, and Q4 rises to ~$1.17, lifted by November’s surge before a late-year cooldown. This pattern aligns with typical CPC analysis: competition intensifies into late Q4, briefly elevating costs, while year-end and early-Q1 periods often see softer pricing as demand ebbs.
In practical rhythm: spring remains stable, early summer lightens, late summer drifts, and late Q4 is the pressure point—with a rapid retreat into December.
For Public Safety in Spain, the selected monthly series is not available for this period, so a direct Spain-versus-global gap cannot be quantified. The global line, however, provides a useful frame: a largely stable year with a single pronounced lift in November and the widest month-to-month swing from November to December (−20%). Relative to this benchmark, any Spain-specific CPC trends would be assessed against an annual global average near $1.13, with most months clustered within a few cents and Q4 presenting the most volatility.
At a high level, the global trend was steady overall (+0.6% from H1 to H2), but choppier in Q4, led by a November high and December low. Without country-month detail, it is not possible to classify Spain as above market or below average, only to note that the benchmark environment was calm until the late-year spike.
Understanding Facebook Ads benchmarks for Cost Per Click in the Public Safety industry in Spain benefits from the global context: a year centered around $1.13 CPC, steady through most months, punctuated by a November peak and a December reset. This provides a clear reference point for CPC trends, country-specific ad costs, and industry ad performance in Spain 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 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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