Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
All-industry Facebook Ads CPC in Sweden ran consistently cheaper than the global benchmark, but with sharper swings. The year traced a deep mid-year trough, a steady Q3 rebuild, and a dramatic October spike before easing into year-end. Compared to a relatively steady global market, Sweden’s CPC trends were more kinetic, with bigger month-to-month lifts and dips and a wider spread between highs and lows.
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.
Across the 13-month window, Sweden’s median CPC averaged $0.85 versus a $1.14 global average—roughly 25% lower overall. The period opened at $0.61 in December 2024, rose to $1.05 in January, then weakened through February ($0.50) and March ($0.64). Q2 hovered in the low $0.80s before bottoming at $0.42 in June—the yearly low. The market rebounded in Q3 near the $1.00 mark (July $1.01, August $0.96, September $1.01), and surged to a yearly high of $1.55 in October—about 83% above the full-period average—before dropping to $0.83 in November and ending December at $0.81. From January to December 2025, CPC declined 22%, but December 2025 finished 34% higher than December 2024.
Volatility stood out. Sweden’s absolute month-to-month change averaged 0.31 points, nearly five times the global swing (0.07). The sharpest moves were June to July (+$0.60), September to October (+$0.54), and October to November (−$0.72).
Seasonally, Sweden moved through four distinct phases:
This rhythm broadly mirrors typical auction dynamics—elevated competition into late year—but Sweden’s October surge was steeper than a standard seasonal lift.
Sweden was below market 12 of 13 months. The narrowest gap came in September (about 5% below global) and July (6% below), while June marked the widest gap at 61% below. October was the lone month above market, running 41% higher than the global CPC.
Where the global benchmark remained steady around $1.10 most of the year and peaked in November ($1.31), Sweden was choppier. H1 Sweden averaged $0.71, while H2 jumped to $1.03—up 46%—versus a near-flat first-half/second-half split globally (both ~ $1.12). Year over year for December, Sweden rose from $0.61 to $0.81 (+34%), while the global rate fell from $1.28 to $1.10 (−14%).
In short, Facebook Ads benchmarks show Sweden’s all-industry CPC trends as structurally lower than the global average, but markedly more volatile—defined by a mid-year low, a strong Q3 rebuild, and an outsized October spike before settling. Understanding CPC trends and country-specific ad costs for all industries in Sweden—alongside complementary CPM analysis and CTR performance views—helps benchmark industry ad performance against global 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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Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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