Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all industries, Spain’s Facebook Ads cost-per-click ran well below the global benchmark, with a mostly downward glide punctuated by a sharp spring spike. From November 2024 to September 2025, Spain’s CPC fell by roughly 52%, ending the period at its lowest point, while April delivered a brief, outsized lift. Volatility was higher than the global pattern, with bigger month-to-month swings and a wider range 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 Spain compared to the global benchmark.
Spain’s CPC began at $0.45 in November 2024 and finished at $0.21 in September 2025, a 52% decline. The average across the 11 months was $0.34, with a high of $0.60 in April and a low of $0.21 in September—a range of $0.39. Month-to-month volatility averaged $0.11, with the standout move in April: +136% versus March (+$0.35). Other notable shifts included a steep drop from November to December (−39%) and another reset from August to September (−31%). After April’s spike, costs retraced to $0.39 in May and continued easing through the summer.
Globally, CPC averaged $1.14 over the same window, trending down from $1.47 in November to $0.95 in September (−35%). The global series was steadier, with average monthly change of $0.06 and smaller oscillations.
Spain’s pattern showed a soft Q4 close, with CPC sliding from $0.45 in November to $0.27 in December. Q1 stayed subdued, averaging $0.28 (January–March), before a pronounced Q2 lift: April jumped to $0.60 and Q2 averaged $0.45. The second half softened again—Q3 averaged $0.27, closing at the period low in September. This cadence echoes broad seasonal rhythms where competition and budgets often peak in spring and late year, yet Spain’s CPC trends here demonstrate a more dramatic spring crest and a clearer late-summer trough than the global norm.
Spain remained below market every month. On average, its CPC was about 70% lower than the global benchmark ($0.34 vs. $1.14). The gap narrowed most in April, when Spain’s $0.60 was 46% below the global $1.12. It widened in December and September, when Spain trailed by roughly 79% and 77%, respectively. While the global curve moved gently downward (−35% from November to September), Spain’s line was choppier and steeper (−52%), defined by a single large spring surge and a more decisive late-summer dip. In volatility terms, Spain’s average monthly swing ($0.11) exceeded the global benchmark ($0.06), underscoring more pronounced country-specific ad costs dynamics.
These Facebook Ads benchmarks focus on CPC trends; the period’s shape aligns with broad marketplace patterns often discussed alongside CPM analysis and CTR performance, but the defining story here is Spain’s lower-cost, more variable CPC profile.
Understanding Facebook Ads cost-per-click benchmarks for all industries in Spain highlights how country-specific ad costs compare with global CPC trends, offering a clear view of Spain’s consistently lower, more volatile pricing relative to the worldwide market.
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 Spain, 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), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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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