Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Spain’s Facebook Ads CPMs sit well below the global benchmark but move with noticeably sharper month-to-month swings. Across all industries, the market dipped hard into December, rebounded through late spring, softened in late summer, and finished the period with a fresh high in November. That rhythm contrasts with the steadier global climb into Q4. 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.
From November 2024 to November 2025, Spain’s median CPM averaged $6.36, versus $20.10 globally. The series began at $7.53 (Nov 2024), plunged to a low of $3.01 in December, then climbed to $8.91 in May before resetting lower in June–August. It surged again into Q4, peaking at $8.95 in November 2025. That marks an 19% lift from start to end (Nov-to-Nov), while the global benchmark rose a milder 3% over the same interval ($24.05 to $24.72).
Key monthly moves:
Volatility averaged $2.18 in absolute monthly change, significantly choppier than the global benchmark’s $1.39. The full-year spread in Spain ran from $3.01 to $8.95 (a $5.94 range—about 93% of its mean), compared with the global spread of $6.92 on a much higher base (about 34% of its mean).
Seasonally, Spain showed an atypical December dip, then a rebuilding Q1 and a pronounced spring rally into May. Summer brought a softer pocket—most notably August—before CPMs tightened into Q4, culminating in November’s peak. In contrast, the global series displayed a familiar pattern: lows around January, relatively stable midyear CPMs, and a clear Q4 rise, with October–November delivering the highest global values of the period.
By quarter:
Spain’s CPMs stayed below market throughout, typically 55–85% under global levels. The narrowest gap appeared in May 2025 (Spain at 45% of global, or 55% below), while the widest gap came in December 2024 (15% of global, or 85% below). The global trend rose steadily into Q4, while Spain’s profile was more volatile, marked by a deep December trough, a spring lift, a late-summer reset, and a decisive Q4 rebound.
This CPM analysis of Facebook Ads benchmarks for all industries in Spain shows consistently lower country-specific ad costs than the global baseline, paired with greater month-to-month variability and a pronounced Q4 finish. Understanding CPM trends for all industries in Spain helps advertisers interpret industry ad performance against global Facebook Ads benchmarks.
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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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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