Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Italy’s Real Estate CPC told a two-act story this year: an early-year lift above market through spring, followed by a pronounced slide through summer and an exceptionally soft October finish. Across November 2024 to October 2025, CPC in Italy averaged 1.01, under the 1.14 global benchmark, but with far sharper month-to-month swings. The peak arrived in May (1.52), while October set a low at 0.31 — a 79% gap from the high and a 76% drop from November’s starting point (1.30). By contrast, the global series moved within a tighter 1.04–1.46 band.
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 Real Estate in Italy compared to the global benchmark.
CPC began at 1.30 in November 2024, edged up to 1.35 in December, then cooled in Q1 to 0.87–0.91. March kicked off a strong rally (1.51), easing slightly in April (1.24) before notching the yearly high in May at 1.52. From there, the trend turned decisively lower: 1.18 in June, 0.58 in July, 0.66 in August, a modest September uptick to 0.75, and then a steep October drop to 0.31.
The full-period average landed at 1.01, with a wide range of 0.31–1.52. Volatility was elevated: average absolute monthly movement ran about 0.30 points, with the largest swings occurring from February to March (+0.59) and June to July (−0.59). The global benchmark, by comparison, shifted a modest 0.05 points on average month to month, underscoring Italy’s more turbulent pattern.
Seasonality is clear in the rhythm. Late Q4 sat in the mid-1.30s, then CPC softened in Q1, a common pattern as post-holiday competition eases. Spring was the strongest stretch: March–May averaged roughly 1.42, buoyed by consecutive months above 1.24 and two months above 1.50. Summer reversed the momentum. Q3 settled into a notably lower band, averaging about 0.66, with July posting one of the year’s sharpest step-downs. October marked the trough at 0.31 — unusually weak for early Q4, when many markets sit closer to their annual midpoints.
Relative to Facebook Ads benchmarks globally, Real Estate CPC in Italy flipped from mild overperformance to clear underperformance as the year progressed. On average, Italy tracked about 12% below the global level (1.01 vs. 1.14). The gap was narrowest in December (+5% vs. global) and November (−11%), widened to a spring advantage (+32% in March; +34% in May), and then swung decisively below market in the second half (Q3 average 0.66 vs. 1.07 globally). By October, Italy’s CPC was 71% below the global benchmark (0.31 vs. 1.05).
Where the global series declined gradually from November and then hovered near 1.05–1.09 through late summer, Italy’s path was choppier: a spring crest, a prolonged summer cooldown, and an early-Q4 low. In short, the global trend rose and fell within a tight corridor, while Italy’s Real Estate CPC traced a wider arc with sharper monthly pivots.
Taken together, these CPC trends highlight country-specific ad costs for Real Estate in Italy against a steadier global backdrop. Understanding Facebook Ads CPC benchmarks for the Real Estate industry in Italy helps teams assess industry ad performance and compare local CPC trends 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 Real Estate industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Italy, 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/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.
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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