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 is a quiet, steady market for Facebook Ads CPC through most of 2025, followed by a sharp Q4 surge and a reset into early 2026. While there are no recorded observations for Public Safety in Spain in this window, the global benchmark provides a strong reference point: CPCs hovered near the 1.11 average for most months, spiked in November, then fell rapidly through December and into January. Volatility clustered around the holidays, with November the standout high and January the decisive low.
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 cost-per-click averaged 1.11 across the 13-month period (Jan 2025–Jan 2026). The series opened at 1.12 in January 2025 and drifted higher into May at 1.15, then eased through late summer before an October uptick. November marked the clear outlier at 1.32, after which CPCs dropped to 1.05 in December and reached the cycle low in January 2026 at 0.85.
Key levels and movements:
Month-to-month dynamics were mostly modest until Q4. Average absolute monthly change was about 0.07, but typical mid-year moves were smaller (0.01–0.03). The largest swing came after the November peak, with a −0.26 move into December, followed by another −0.21 into January. In contrast, spring showed gentle lifts: February and March each climbed by roughly 0.01–0.02, and October rebounded by 0.03 from September’s softer level.
The rhythm is classic for CPC trends: a steady first half, a soft late summer, and strong Q4 pressure. January to May edged higher, suggesting incremental bidding intensity through spring. June to September softened into a narrow band around 1.09–1.13. October turned higher, and November was the seasonal price apex, consistent with peak competition. Following the holiday sprint, CPCs eased sharply in December and fell further to a January low, a familiar early-Q1 reset.
Across the year, the “market” level sat close to the 1.11 average: January–May and August–October largely clustered within a few cents of that mark, while November ran clearly above market and December–January fell definitively below it.
Because no monthly observations were captured for Public Safety in Spain during this period, a direct country-to-global gap cannot be quantified. Directionally, the global series offers the comparison points: a mostly stable band around 1.11 for much of 2025, a pronounced November premium, and a two-month correction into early 2026. The global trend rose modestly into mid-year, turned choppy in Q4, and finished the window lower overall (−24% from January 2025 to January 2026). November represented the widest departure above market, while January showed the widest departure below.
Even without local readings, these Facebook Ads benchmarks outline clear CPC trends for the Public Safety industry: a stable 2025 core with a November spike and an early-2026 trough. Understanding CPC benchmarks for Public Safety in Spain, set against the global pattern, helps frame country-specific ad costs and situate industry ad performance within broader CPM analysis and CTR performance conversations.
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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