Facebook Ads CPC Benchmarks for Retail in Spain

Introduction

Retail advertisers in Spain spent the year buying clicks well below global going rates, but with sharper month‑to‑month swings. Median CPC hovered around the 0.50 mark across 2025, versus roughly 1.14 in the global benchmark — a persistent discount near 56%. The pattern followed a familiar seasonal arc: a Q1 trough, a subdued spring, a late‑summer firming, and a Q4 run‑up that peaked in November before a steep December reset. Volatility was the defining difference: Spain’s Retail CPC moved almost three times more each month than the global trend.

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 Retail in Spain compared to the global benchmark.

The story in the data

The period opened at 0.70 in December 2024 and closed at 0.32 in December 2025 — a 54% year‑over‑year decline. Across 2025, Spain’s Retail CPC averaged 0.48 (0.50 when including December 2024). The high came in November at 0.78, with secondary peaks in March (0.69) and October (0.66); the low was January at 0.31.

The monthly cadence was pronounced:

• January bottomed at 0.31, then CPC rebounded to 0.43 in February and jumped again to 0.69 in March (+123% from January).
• Spring cooled: April (0.47) through June (0.36) drifted down, roughly 48% off the March spike by June.
• Summer firmed: July (0.47) and August (0.52) lifted above the spring trough, before a mild dip in September (0.41).
• Q4 surged: October (0.66) and November (0.78) climbed sharply, then December reset to 0.32 (−58% from November).

Volatility averaged 0.18 points in absolute month‑to‑month movement, almost triple the global benchmark’s 0.06. The full range in Spain — 0.31 to 0.78, a span of 0.47 — was nearly equal to the annual mean itself, underscoring the choppier ride.

Seasonal and monthly dynamics

Seasonality tracked classic Retail rhythms, with softer CPCs early in the year, firmer late‑summer pricing, and Q4 intensification. Nine of twelve months in 2025 sat below 0.55, reflecting generally accessible click prices despite episodic spikes. Q2 (0.41 average) was the softest quarter, Q3 climbed to 0.47 on incremental demand, and Q4 led the year at 0.59 — elevated by October and November before the December cool‑down.

Globally, the rhythm was steadier: CPCs hovered near 1.08–1.14 for most of the year, lifted into Q4, and eased into December — a smoother arc than Spain’s stop‑start profile.

Country vs. Global

Spain’s Retail CPC underperformed the global benchmark every month. On average, Spain trailed by about 56% (0.50 vs. 1.14 across the full period). The gap was narrowest in March, when Spain’s CPC sat roughly 40% below global (0.69 vs. 1.14), and widest in January at about 73% below (0.31 vs. 1.13). Q4 tells the same story: Spain averaged 0.59 versus the global 1.18 — still about 50% lower — but with a sharper peak‑to‑trough swing from November to December (−58% in Spain versus a gentler global reset).

In short, the global trend rose smoothly (+16% from September to November) while Spain’s was choppier, with larger lifts and deeper pullbacks. This reflects lower country‑specific ad costs in Spain’s Retail segment but higher intra‑year volatility relative to broader Facebook Ads benchmarks.

Closing

These Facebook Ads CPC trends show Retail in Spain consistently priced below the global benchmark, with heavier month‑to‑month movement and a pronounced Q4 surge followed by a sharp December reset. Understanding CPC benchmarks for Retail in Spain helps situate country‑specific ad costs within global industry ad performance and broader benchmark patterns.