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February 2025 - February 2026
Detailed observation of presented data
The headline in the Netherlands is a steady climb in Facebook Ads CTR performance that never quite catches the global pace. Across 2025, all industries in the Netherlands trailed the worldwide benchmark but staged a pronounced second-half rebound, punctuated by a December high. The story is one of recovery with more pronounced month-to-month swings than the global average, including sharp dips in May and August and a strong Q4 lift.
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 the Netherlands compared to the global benchmark.
CTR in the Netherlands averaged 1.53% for 2025, ranging from 1.24% in January (the low) to 1.84% in December (the high). The year opened soft, then climbed through April (1.52%), stumbled in May (1.31%), rebounded into July (1.70%), dipped again in August (1.45%), and rebuilt into a steady Q4 that culminated at 1.84% in December. From January to December, that’s a 48% lift.
Volatility was notable. The average absolute month-to-month change in the Netherlands was 0.14 percentage points, roughly double the global swing (0.07 points). The choppier months were May (−0.22 points vs April), July (+0.23), and August (−0.25). By contrast, November was nearly flat (−0.01), setting up the December push.
Globally, CTR averaged 1.84% in 2025, with a smoother trajectory rising from 1.69% in January to 2.10% in December. The Netherlands stayed below that level throughout the year.
The first half was softer in the Netherlands, averaging 1.41% (January–June), then strengthening to 1.66% in the second half (July–December). Spring built momentum through April before a May reset. Q3 was mixed: July peaked locally, August softened, and September rebuilt. Q4 delivered the strongest run, with October–December consistently above 1.67% and a clear December peak—mirroring the global year-end high as competition rises and engaged audiences expand.
This rhythm aligns with typical seasonal patterns: early-year softness, mid-year variability, and a pronounced fourth-quarter upswing. The Netherlands followed that cadence but with deeper troughs and sharper rebounds than the global benchmark.
Against the global Facebook Ads benchmarks, the Netherlands’ CTR performance averaged about 17% below market (1.53% vs. 1.84%). The gap narrowed at times—April (−10%) and July (−10%)—and widened in more competitive or transitional months like January (−26%), May (−26%), and August (−24%). Both markets rose over the year, but the global trend was steadier (+25% Jan to Dec) while the Netherlands was choppier (+48% Jan to Dec) with roughly 2.1x greater monthly volatility. December was the high-water mark for both: 1.84% in the Netherlands versus 2.10% globally.
In short, Facebook Ads CTR performance for all industries in the Netherlands trailed the global benchmark but strengthened materially through the back half of the year, finishing with a seasonal Q4 lift and a December high. Understanding Facebook Ads benchmarks and CTR performance for all industries in the Netherlands helps marketers gauge country-specific ad performance and compare outcomes to global patterns.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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. Why we use median instead of average 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. 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.
CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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