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 in Spain shows a data gap in our current cut: there are no recorded monthly CPC observations for the period, so the clearest signal comes from the global benchmark. That benchmark tells a consistent story—CPCs moved in a tight band for most of the year, lifted into November, and then printed an anomalously low December. In other words, the market backdrop was stable to slightly rising through Q4, with one outlier at year-end.
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.
Globally, Facebook Ads CPC opened at $1.27 in December 2024, then settled into a steady 2025 run-rate near $1.14. From January through November 2025, the median CPC averaged $1.14, ranging from a low of $1.06 in September to a high of $1.31 in November. Including December 2025’s outlier print of $0.14, the full-period average lands at $1.06, but the underlying pattern is better represented by the January–November band. Monthly volatility averaged roughly $0.05 in absolute change across those months, indicating a calm market; the December downdraft lifted full-period volatility to $0.14.
Key beats:
Across most of the year, CPCs moved within a narrow $0.25 range (from $1.06 to $1.31), underscoring a predictable global cost baseline for industry ad performance.
The rhythm aligns with familiar auction dynamics. Q1 held steady around $1.14, suggesting consistent demand and supply early in the year. Q2 eased to an average near $1.11, then Q3 softened further to roughly $1.08, marking the year’s most affordable quarter in the benchmark. Q4 returned to form: October lifted back to $1.10, and November surged to $1.31—the period’s clear peak before the unusually low December reading. This shape reflects common CPC trends, where late-year competition typically brings higher country-specific ad costs, with engagement patterns and inventory shaping month-to-month variance.
For the Public Safety industry in Spain, there are no monthly CPC records in this window, so a direct “above market” or “below average” read isn’t available. What can be contrasted is the benchmark’s momentum: from January to November, the global CPC climbed about 16% ($1.13 to $1.31) with low baseline volatility (~$0.05 average monthly move). Any future Spain readings can be contextualized against this curve—stable through most of the year, firming into Q4, and typically peaking in November.
While the Public Safety industry in Spain lacks observed CPC entries in this period, the global Facebook Ads benchmarks show a stable cost environment, a late-year lift, and one outlier in December. Understanding cost-per-click benchmarks—and viewing CPC trends alongside CPM analysis and CTR performance—helps frame country-specific ad costs and compare industry ad performance for Public Safety 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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