Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Recreation and Travel advertisers in Denmark ran on markedly lower CPCs than the global market this year, yet with sharper swings. The Danish market spent most months far below the worldwide benchmark, briefly closing the gap in July before sliding to the year’s low in November. The rhythm reads like a classic travel cycle—soft in Q1, firmer through spring, peaking mid-summer—followed by a choppier Q4 where global CPCs rose but Denmark fell away.
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 Recreation and Travel in Denmark compared to the global benchmark.
Across December 2024 to November 2025, Denmark’s Recreation and Travel CPC averaged $0.46, versus a global average of $1.14. The period opened at $0.53 in December 2024 and closed at $0.10 in November 2025—an 80% decline from start to finish. The high point came in July at $1.03, while the low was November’s $0.10, setting a wide range of $0.93.
Month-to-month movements were pronounced. CPCs fell 46% from December to January ($0.53 → $0.29), bounced 27% in February, and slipped to the early-year trough in March ($0.21). Spring brought a sustained lift: April rose 125% from March, May nudged higher to $0.54, and June cooled to $0.42. July delivered the standout surge to $1.03—nearly 5x March levels—before easing to $0.60 in August and $0.36 in September. October rebounded to $0.58, then November broke lower to the annual minimum.
Volatility in Denmark averaged $0.26 in absolute monthly changes, showing far sharper swings than the global benchmark’s $0.05.
The pattern was seasonally recognizable for travel: a soft Q1 (average $0.29), a marked climb through Q2 (average $0.48), and a Q3 peak (average $0.66) led by July’s spike. Q4 turned mixed. October briefly regained altitude, but November undershot the rest of the year. In contrast, the global series moved within a relatively narrow band most of the year and accelerated into November, a period when competition typically intensifies.
Denmark’s CPCs stayed below market throughout the period, averaging 40% of global costs (about 60% cheaper). The gap narrowed dramatically in July when Denmark reached $1.03 against a $1.08 global CPC—just 4% below parity. The widest separation arrived in November, with Denmark down 92% versus the $1.31 global high. For context, global CPCs ranged from roughly $1.06 (September) to $1.31 (November) and ended slightly above where they began, while Denmark traveled a broader arc—rising from December into a July peak before breaking lower into late Q4.
Put simply: global CPCs for Recreation and Travel were steady-to-firm (+modest lift into Q4), while Denmark’s were lower on average but more dynamic, punctuated by a mid-summer crest and an outsized November dip.
For performance marketers tracking Facebook Ads benchmarks, these CPC trends show Recreation and Travel in Denmark running well below global costs, with pronounced seasonal momentum and higher month-to-month variability. Understanding cost-per-click patterns for Recreation and Travel in Denmark versus the global benchmark helps quantify country-specific ad costs and industry ad performance over the year.
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 Recreation and Travel industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Denmark, 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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Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day
CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.
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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