Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Sweden’s Facebook Ads CPC tells a two-part story: most of the year trends well below the global benchmark, followed by a sharp Q4 lift and a dramatic December spike. From a low-cost first half to a stronger, more competitive finish, the market’s rhythm is clear — steady, economical clicks through September, then a costly year-end surge that stands out even against global seasonal pressure. 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 all industries in Sweden compared to the global benchmark.
CPC in Sweden started at 0.62 in December 2024 and ended at 12.06 in December 2025, a year-end value far above the rest of the series. Excluding that outlier, CPC advanced from 0.62 to 1.54 by November — a clear climb into late Q4. The market averaged 1.77 across the 13 months, but a more representative average excluding December is 0.91, versus a 1.14 global average. The median for Sweden (Dec 2024–Nov 2025) landed at 0.89, reinforcing a “sub-1.00 for most of the year” profile.
Highs and lows were pronounced. June marked the local trough at 0.42, with another soft print in February (0.50). The pre-spike peak came in October at 1.55, followed closely by November at 1.54, before December’s step-change to 12.06. Month-to-month volatility averaged 1.13 points including the December surge; excluding it, typical swings were about 0.27 points — still choppier than the global benchmark’s 0.06.
Sweden’s CPC was economical through Q1 and Q2, averaging 0.74 in Q1 and 0.68 in Q2, with most months below 1.00. Q3 stabilized near parity with a 0.99 average, clustering tightly around the 1.00 mark. Q4 brought the expected seasonal lift: October and November rose to the year’s highest pre-spike levels (1.55 and 1.54), before December’s exceptional jump to 12.06. Globally, CPCs also firmed in Q4, but in a measured way: from 1.07 in September to 1.32 in November, easing to 1.12 in December.
Compared to global Facebook Ads benchmarks, Sweden undercut the market for most of the year: excluding December, CPC averaged roughly 20% below global levels (0.91 vs. 1.14). The gap was narrowest in July and September (about 6% below market) and widest in June (61% below). The pattern flipped in late Q4: Sweden’s CPC ran 40% above global in October and 16% above in November, before December’s outsized reading, which sat an order of magnitude above the 1.12 global median that month. While the global curve was steady (range: 1.07–1.32), Sweden’s profile showed a deeper midyear trough and a steeper Q4 ascent, culminating in an extreme December value not seen elsewhere in the year.
Overall, CPC trends for all industries in Sweden were cost-efficient for most of 2025, then accelerated sharply in Q4, far outpacing the global lift and culminating in an anomalous December high. Understanding Facebook Ads CPC benchmarks for all industries in Sweden helps marketers assess country-specific ad costs, compare CPC trends to the global baseline, and contextualize CTR performance and CPM analysis within broader industry ad performance patterns.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Sweden, 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 (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
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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