Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Retail advertisers in Spain saw a year defined by low costs and sharp swings. Median Facebook Ads cost-per-click (CPC) in Spain averaged roughly $0.44 across 2025—about 61% below the global benchmark of $1.13—yet the month-to-month rhythm was more volatile than the global market. Spain’s CPCs lifted through midyear, spiked into October–November, and then cooled into December. Standout months included a deep trough in February and a near-peak in November, with a dramatic surge in March connecting the two.
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.
Spain’s Retail CPC opened 2025 at $0.25 in January, dipped to the yearly low of $0.16 in February, and then more than quadrupled to $0.69 in March. After a cooler April–June range ($0.28–$0.43), CPCs climbed again midyear, holding steady in July–August at about $0.48 before surging to $0.66 in October and the annual high of $0.72 in November. December closed at $0.32—still 31% above January, but well off the Q4 high.
Across the year, Spain’s CPC ranged from $0.16 to $0.72, averaging $0.44. The biggest month-to-month moves were February to March (+$0.53) and November to December (−$0.40). Average absolute monthly movement was $0.18, indicating a choppy pattern with frequent directional shifts. By contrast, the global series moved in a much tighter band most of the year.
Globally, CPC peaked in November at $1.32 and bottomed in December at $1.05, averaging $1.13 for 2025. The global arc was relatively steady with a pronounced November spike, ending the year about 6% lower than January.
Seasonality was evident in both datasets. In Spain, Q1 was soft (average $0.36), marked by the February low and a sharp March rebound. The middle of the year stabilized, with July and August nearly identical (~$0.48). Q4 saw the expected auction pressure, lifting CPC to $0.66 in October and $0.72 in November, followed by a December cooldown to $0.32. Overall, Q4 CPCs in Spain were about 57% higher than Q1 on average.
The global rhythm was more muted: CPCs hovered near $1.13 for much of the year, rose into November, then eased in December. The November surge was the year’s most distinctive global movement.
Spain’s Retail CPCs remained below market throughout 2025. The average gap was wide (−61%), with the narrowest gap in March (Spain ~40% below global) and the widest in February (−86%). Spain’s trend line climbed from Q1 to Q4 (+31% from January to December), while the global series finished slightly lower (−6%) despite the November spike.
Volatility further distinguished the two. Spain’s average month-to-month absolute change was $0.18—about three times the global benchmark’s $0.06. Both markets rose into November and pulled back in December, but Spain’s amplitude was greater, especially around the March spike and the year-end reset.
These Facebook Ads benchmarks highlight CPC trends for Retail in Spain: consistently below the global average yet notably more volatile, with clear Q4 lift and a marked December retreat. Understanding cost-per-click levels as part of country-specific ad costs and broader industry ad performance helps contextualize CPM analysis and CTR performance alongside CPC for Spain’s Retail market versus the 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 Retail 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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