Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The headline for Facebook Ads CPC trends in Sweden during 2025 is clear: costs ran well below the global benchmark for most of the year, but with far sharper month-to-month swings and a standout October spike. Across all industries, Sweden’s median CPC averaged about $0.86 versus a global average of roughly $1.13, placing the market around 24% cheaper overall. The rhythm was choppy—deep troughs in late Q2, a solid lift through the summer, a brief October surge, then a late-year cool-down. 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.
Sweden’s CPC opened 2025 at $1.05 in January and closed at $0.72 in December, a 31% decline across the year. The annual low landed in June at $0.42, while the high arrived in October at $1.53. On average, CPCs settled at $0.86 for the year, with a wide range of $1.11 between the low and high.
The path to those endpoints was eventful. After a sharp drop from January to February ($1.05 to $0.50), costs stabilized in March–May near the $0.64–$0.82 band before dipping to that June low. From there, CPCs rebounded steadily: July pushed back above $1.00, August and September held near $0.96–$0.98, and October spiked to $1.53. The surge did not persist—November fell back to $0.86, and December eased further to $0.72.
Volatility was a defining feature. Sweden’s average month-to-month absolute change was about $0.30—roughly five times the global benchmark’s $0.06—highlighting more abrupt swings than the broader market experienced.
Seasonality showed a familiar arc with local nuances. Q1 was soft (average $0.73), Q2 marked the trough (average $0.68 driven by June’s low), and Q3 strengthened materially (average $0.98). Q4 posted the highest quarterly average ($1.04), but that strength was concentrated in October; the market retraced in November and December.
Globally, CPCs were relatively steady through most of the year (hovering around $1.09–$1.15) before a pronounced November spike to $1.32 and a December cooldown to $1.05. Sweden’s pattern led that surge by a month—peaking in October—then diverged with a sharper late-year decline.
Against the global Facebook Ads benchmarks, Sweden was below market in 11 of 12 months. The gap varied widely: from a narrow 6–8% below global levels in January and July to a deep 62% below in June. October was the lone month above benchmark, with Sweden pricing 36% higher than global CPCs. Over the year, Sweden’s average CPC of $0.86 sat 24% under the global $1.13. The global trend was comparatively stable and finished the year down about 6% from January to December, while Sweden’s end-to-end decline was a steeper 31%, underscoring its more volatile profile.
In short, Facebook Ads benchmarks for CPC show that all industries in Sweden experienced materially lower, but more volatile, country-specific ad costs than the global norm in 2025—marked by a deep mid-year dip, a strong summer rebound, and a brief October spike before year-end softening. Understanding CPC performance for all industries in Sweden helps advertisers contextualize industry ad performance and compare local trends to 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. 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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