Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Real Estate CPC in the Netherlands ran slightly below the global benchmark in 2025, but the real story is volatility. The year opened under $0.90, spiked dramatically in March, held elevated through spring, then slid into a pronounced Q3 trough before a partial Q4 rebound and a year-end dip. Compared with a steady global market, the Netherlands showed sharper swings and wider month-to-month moves, creating a choppier CPC profile despite a near-market average over the year.
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 the Netherlands compared to the global benchmark.
CPC trends for Dutch Real Estate averaged $1.11 for 2025, versus a $1.13 global average. The year started at $0.87 in January and ended at $0.74 in December, a 14% decline across the year. The high point arrived in March at $2.15, with the low in July at $0.58—a 3.7x spread that underscores volatility.
Month-to-month moves were pronounced. February ticked up 4% from January, then March surged 140% month over month. Pricing cooled in April (-25%) and continued to ease through June, before a sharp July drop (-50% vs June). A late-summer recovery lifted CPCs in August (+12%) and September (+18%), with a stronger October (+46% vs September) and a more moderate November (+12%), before a steep December pullback (-42% vs November).
On average, absolute monthly movement measured $0.37, roughly six times the global month-to-month change of $0.06—evidence of a more volatile Dutch Real Estate CPC curve than the baseline.
The rhythm followed a spring lift and summer softness. Q1 averaged $1.30, led by March’s peak. Q2 remained elevated at $1.40, still well above the yearlong average. Q3 marked the trough at $0.67, with CPCs consistently below $0.80 from July through September. Q4 recovered to $1.05, buoyed by October and November before a December reset. Globally, CPCs stayed comparatively flat through the year with a typical Q4 lift—most visible in November—then a December cooldown.
Across 2025, the Netherlands trailed the global level slightly (−2%). The market ran below global CPCs in 7 of 12 months, most notably in July (−47% vs global) and August (−42%). The narrowest gap came in October (+1% above global) and November (−4%). The standout above-market moment was March, when the Netherlands spiked to +88% over global CPCs; April remained +42% and May +25% above global levels. While the global trend eased modestly from January to December (−6%), the Netherlands fell more sharply (−14%), with materially higher volatility throughout.
Understanding Facebook Ads benchmarks for CPC in Real Estate helps anchor country-specific ad costs and industry ad performance. In 2025, the Netherlands combined near-market averages with outsized swings—spring highs, a Q3 trough, and a mixed Q4—relative to global CPC trends. This CPC analysis provides a clear, data-rich reference point for Real Estate advertising benchmarks in the Netherlands compared to the global pattern.
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 Netherlands, 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), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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