Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Recreation and Travel advertisers in Spain saw notably lower Facebook Ads CPCs than the global market throughout the year, but with sharper month-to-month swings. The category built momentum into late spring before a sudden June correction, stabilized through summer, and ended the year with a deep December trough. Compared to the steadier global benchmark, Spain’s CPC trends were more dramatic, with standout highs in May and a pronounced low in December.
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 Spain compared to the global benchmark.
The year opened at €0.52 per click in January and closed at €0.15 in December, a 71% decline end-to-end. Across 2025, CPC for Recreation and Travel in Spain averaged €0.47, ranging from a high of €0.89 in May to a low of €0.15 in December. The first half showed a steep climb: €0.32 in February surged to €0.62 in March (+93%), then to €0.82 in April (+32%) and peaked in May (+9% versus April). June reversed the trend sharply to €0.27 (−70% from May). Through late summer and early autumn, costs stabilized in a narrow €0.36–€0.45 band (August–November) before dropping 67% into December.
Volatility was elevated. The average absolute month-to-month change was roughly 0.18 points in Spain, versus 0.06 for the global benchmark—about three times choppier. Key inflection points included the May peak and two major corrections: June and December.
Globally, Facebook Ads CPCs were steadier, averaging €1.13, with a mild oscillation most of the year, a clear November surge (€1.32), and a December ease (€1.06). The global series started at €1.12 and ended at €1.06 (−6%).
Seasonally, Spain’s Recreation and Travel CPC trends built from late winter into spring, culminating in May before a sudden June reset. Summer costs hovered at mid-range levels, neither revisiting spring highs nor approaching the year’s floor. Autumn showed a modest firming into October–November, followed by an unusually soft December. By comparison, global CPCs typically firm into Q4—with a pronounced lift in November—before easing in December; Spain’s sector mirrored the year-end softening but did not share the November spike.
Spain’s CPCs tracked below market all year. Against the €1.13 global average, Spain’s €0.47 average was about 58% lower. The gap narrowed most in May (Spain €0.89 vs. global €1.15, ~22% below) and widened most in December (Spain €0.15 vs. global €1.06, ~86% below). During other key months, Spain remained materially under global levels: January (−54%), June (−76%), and November (−66%). The global curve was relatively smooth with a Q4 crest; Spain’s was more volatile, marked by a spring build, a June break, a steady summer plateau, and a pronounced year-end low.
Facebook Ads benchmarks for CPC in Recreation and Travel show Spain as a low-cost but more volatile market versus global patterns. Understanding these CPC trends and country-specific ad costs helps contextualize industry ad performance in Spain against the broader global benchmark.
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 Spain, 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), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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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