Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Facebook Ads benchmarks for Transportation and Logistics in the Netherlands show a year that starts hot and cools quickly. Median cost per click (CPC) opened extremely elevated in January and then reset lower through early summer, ultimately settling well below the global trend by July. While the global market hovered near $1.10 with only mild month-to-month movement, the Netherlands exhibited a wider arc: a sharp January spike followed by a sustained descent and mid-year stabilization.
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 the Netherlands compared to the global benchmark.
Across the observed months, median CPC in the Netherlands started at $2.54 in January and moved lower to $1.11 in May, $0.66 in June, and $0.63 in July. That’s a 75% decline from January to July. The period high was January’s $2.54; the low was July’s $0.63, a range of $1.91. The four-month average came in at $1.23, though this is skewed upward by the January surge; the May–July average was $0.80.
Sequentially, the biggest reset occurred between January and May (−56%), followed by another compression in June (−41%) and a mild dip into July (−5%). Looking only at the contiguous May–July window, average month-to-month movement was 0.24 points, signaling notable short-term volatility even after the initial reset.
Globally, CPC was steadier: from January to July, the benchmark averaged $1.12, peaking around $1.14 in March and easing to roughly $1.08–$1.08 by June–July. Global month-to-month moves averaged just 0.02 points over the same span—far calmer than the Netherlands’ path.
The shape of 2025 is defined by an outsized January, followed by a decisive mid-year realignment. May marked the point where Netherlands CPC re-entered sub-$1 territory, with June extending the softness and July consolidating at the cycle low. This differs from the global rhythm, which showed a gentle rise into late Q1 and a modest softening in Q2 before stabilizing.
Seasonally, CPC often responds to shifting auction pressure: Q4 can intensify competition, while early Q1 can ease. In this case, the Netherlands posted an atypically elevated January, then converged quickly toward lower, steadier costs by mid-year.
Relative to the global benchmark, the Netherlands swung from substantially above market to meaningfully below:
Across the four observed months, the Netherlands’ average CPC was $1.23 versus the global $1.11 (+11%), but this average masks the downward shift. Excluding January, May–July in the Netherlands averaged $0.80 versus $1.10 globally, or roughly 27% below market. The gap narrowed to its tightest point in May (−3%) and widened most in January (+125%), then again in July (−42%). Global CPC slipped only about 4% from January to July, while the Netherlands fell 75%, indicating a far more volatile trajectory.
In sum, Facebook Ads CPC trends for Transportation and Logistics in the Netherlands moved from an elevated January to sustained sub-$1 costs by early summer, diverging from a relatively steady global benchmark. Understanding cost-per-click benchmarks and country-specific ad costs for the Transportation and Logistics industry in the Netherlands helps marketers evaluate how local CPC performance compares to broader market patterns, alongside related CPM analysis and CTR performance considerations.
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 Netherlands, 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), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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