Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Spain’s Facebook Ads benchmarks for CPM tell a clear, low-cost story versus the global market. Through 2025, CPMs in Spain stayed consistently below the worldwide average and followed a gentler seasonal arc: an early-spring lift, a summer soft patch, a modest autumn plateau, and then an abrupt reset to start 2026. Volatility was present but measured, with a few sharp pivots that framed the year’s narrative around May’s high and January’s trough. 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.
The rhythm in Spain favored an early-year build and a modest Q4 plateau rather than a dramatic holiday surge. Q1 2025 averaged $5.38 CPM, rising into Q2’s $7.24 on the back of April–May gains. Q3 softened to $5.87 as July’s firmness gave way to an August trough, then recovered into Q4, which averaged $6.72. Notably, Spain did not experience a pronounced November spike; prices stabilized in the $6–$7 band through year-end before a sharp January correction to $3.12. This differs from typical holiday competition patterns where CPMs often crescendo into late Q4.
Spain’s CPMs were consistently below the global benchmark. Across the period, Spain averaged $6.06 versus a global $19.81—about 69% lower. The gap tightened and widened through the year:
Globally, CPMs climbed into Q4, peaking in November at $25.22 before easing in December and retrenching in January 2026. Spain’s peak was earlier (May), with Q4 levels comparatively restrained. In absolute terms, month-to-month volatility was similar (Spain: $1.69; Global: $1.63). Relative to their means, however, Spain’s CPMs were more volatile (28% of average) than the global trend (about 8%), underscoring a more elastic local market despite lower country-specific ad costs.
In sum, CPM analysis for all industries in Spain shows a low-cost market with a spring peak, a summer lull, and a tempered Q4 compared to the global trajectory. Understanding Facebook Ads benchmarks for CPM in Spain helps marketers evaluate industry ad performance and compare country-specific ad costs to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
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