Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Recreation and Travel advertisers in Germany ran far leaner cost-per-clicks than the global market, but with noticeably choppier month-to-month moves. CPCs sat well below the worldwide Facebook Ads benchmarks throughout the period, yet the gap narrowed as 2025 progressed, culminating in a late‑year surge. Seasonal rhythm is clear: a deep December trough, a steady Q1/Q2 climb, mid‑year whiplash, and a decisive October high.
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 Germany compared to the global benchmark.
For context, the global CPC baseline averaged €1.14 over the same window, with a high of €1.46 (November 2024) and a low of €1.04 (September 2025). Global month‑to‑month movement averaged €0.045—only about 4% of the global mean.
Seasonality shows a pronounced dip into the holidays, with December marking the softest point. From there, CPC trends strengthened through late Q1 and into early Q2, interrupted by a brief April pullback. Mid‑year was restless—May’s sharp lift, June’s correction, and July’s rebound—before a calmer late summer and a strong Q4 kickoff. October’s €0.32 peak stands out as the period’s clearest inflection, consistent with heightened late‑year competition typical in Facebook Ads benchmarks.
Across 2025, halves tell the story: the first half averaged €0.21, while July–October averaged €0.27, underscoring a meaningful second‑half acceleration.
Germany’s Recreation and Travel CPCs stayed well below the global level across every month, averaging roughly 82% lower (€0.21 vs. €1.14). The gap narrowed over time:
While the global trend eased by about 28% from November 2024 to October 2025, Germany’s trajectory climbed steadily, punctuated by sharper monthly swings. In absolute terms, Germany’s CPCs moved by smaller euro‑amounts than the global benchmark, but in relative terms they were more volatile.
In sum, Facebook Ads cost‑per‑click benchmarks for Recreation and Travel in Germany point to low country‑specific ad costs versus the global market, a clear December trough, rising CPC trends into mid‑year, and a strong Q4 lift. Understanding CPC trends and this divergence from the global benchmark helps frame industry ad performance in Germany against broader CPM analysis and CTR performance patterns worldwide.
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 Germany, 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app