Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Transportation and Logistics advertisers in Italy saw a roller-coaster in Facebook Ads cost-per-click (CPC) through the months captured in 2025. The year opened expensive and well above the market, then swung into a deep trough in April before stabilizing at lower, sub-market levels into early summer. Compared to the steady global benchmark, Italy’s CPC pattern was markedly more volatile, with wide swings that reshaped average country-specific ad costs despite relatively stable global CPC trends. 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 Transportation and Logistics in Italy compared to the global benchmark.
Across the reported months (January and April–July 2025), Italy’s median CPC averaged about €0.87, versus a global average of roughly €1.11 over the same period — about 22% lower overall. The series started at a high point: €2.54 in January, then fell to a year-to-date low of €0.04 in April. From there, CPC rebounded to €1.06 in May, dipped again to €0.14 in June, and partially recovered to €0.56 in July.
Momentum was severe. From January to April, CPC dropped by roughly €2.50, then surged by €1.02 into May. The average absolute month-to-month movement across the series was about €1.21, versus just €0.02 for the global benchmark — signaling far more pronounced swings than the broader market.
By endpoints, Italy’s CPC declined 78% from January (€2.54) to July (€0.56). Over the same span, the global benchmark edged down around 4% (from €1.12 to €1.07).
The pattern hints at an atypical start and a mid-year reset. January was a costly outlier, followed by a sharp drop into April — a trough that reversed quickly in May before easing again in June and settling higher in July. This created a “spike–trough–stabilize” rhythm across late Q1 through early Q3.
Globally, CPC trends through mid-year were relatively even, hovering close to €1.10 and drifting slightly lower into July. That steadiness contrasts with Italy’s sharp oscillations, where single-month swings redefined the quarterly narrative.
Relative to the global benchmark, Italy’s Transportation and Logistics CPC moved from extreme overperformance to persistent under-market levels:
Four out of five reported months sat below the global benchmark, and the spread itself was volatile — swinging from +126% to −97%. While the global line eased slightly across the period, Italy’s path was choppier and ultimately lower on average.
For performance marketers tracking Facebook Ads benchmarks, these CPC trends show Transportation and Logistics in Italy running below global costs on average but with far higher volatility. Understanding cost-per-click patterns for Transportation and Logistics in Italy — in context with the steadier global benchmark — helps frame country-specific ad costs and industry ad performance across 2025.
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 Transportation and Logistics industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Italy, 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/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.
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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