Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Public Safety advertisers in Sweden saw a distinctly uneven CPC arc compared to the global Facebook Ads benchmarks. The year opened expensive, then dropped sharply through late Q1, briefly rebounded in April, and ended the half at its lowest point in June. Across January to June, Sweden’s median CPC trended well below the global market on average, but with much sharper swings month to month and a standout low in early summer.
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 Sweden compared to the global benchmark.
Sweden’s Public Safety CPC began at 1.61 in January and fell to 0.12 by June, a 93% slide across six months. The period’s high came at the start (January at 1.61), with the low in June (0.12). The half-year median CPC averaged 0.76, noticeably below the global average of 1.13 for the same months.
The monthly rhythm was pronounced:
These swings translated to an average absolute month-to-month movement of about 0.58, far more volatile than the global benchmark’s roughly 0.02 per month in the same period. Put differently, Swedish Public Safety CPC was about 30 times more jumpy than the global trend.
Globally, CPC trends were steady across H1: modestly firming from January through May before easing in June, a typical cadence as budgets reset in Q1 and competition builds into late spring. Later in the year, global CPCs historically tighten in Q4, and the benchmark reflected that pattern with a pronounced November peak (1.32) followed by a December dip (1.05) and softer levels into January 2026 (0.85).
Sweden did not follow that smooth H1 rhythm. Instead of a gradual firming, the market whipsawed: an expensive January, a two-month slide through March, a brief April lift, and a sharp retreat by June. The April pop provides the only mid-period stabilization before the early-summer trough, suggesting a cadence driven more by episodic shifts than by typical seasonal pressure.
Across January–June, Sweden averaged 0.76 versus the global 1.13, running about 33% below market overall. The relative gap shifted markedly month to month:
While the global benchmark rose slightly from January to May (+3%) and eased into June (−4%), Sweden’s trajectory was choppier and net negative, moving from a premium in January to a deep discount by June.
Understanding Facebook Ads cost-per-click benchmarks for Public Safety in Sweden highlights a half-year marked by strong volatility and below-market CPCs on average, contrasted with globally stable CPC trends. For industry ad performance monitoring and country-specific ad costs, these CPC trends offer a clear reference point for comparing Sweden’s Public Safety market 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 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.
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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.
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