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November 2024 - November 2025
Detailed observation of presented data
Across all industries in the Netherlands, Facebook Ads CTR performance tracked a choppy year with brief rallies but a softer finish versus the global benchmark. The Dutch market peaked midyear and faded into November, while the global trend climbed steadily toward year-end. Volatility was notably higher in the Netherlands, with sharper month-to-month swings and a wider spread 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 the Netherlands compared to the global benchmark.
CTR in the Netherlands averaged 1.44% over the period, starting at 1.52% in November 2024 and closing at 1.23% in November 2025 (−19% from start to finish). The high point came in July 2025 at 1.73%, while the low arrived in January 2025 at 1.19%, creating a range of 0.54 points. Key inflection points included a double dip in December (1.37%) and January (1.19%), a spring rebound into April (1.51%), a pullback in May (1.31%), and a sharp July lift to the annual peak. After a steady September–October plateau around 1.55–1.56%, November fell back to 1.23%.
The average month-to-month move in the Netherlands was 0.17 points, with outsized shifts in June→July (+0.34, +25%), July→August (−0.29, −17%), and October→November (−0.33, −21%). In contrast, the global benchmark averaged 1.82% CTR with far lower volatility (0.05 points per month).
The year opened soft: CTR declined through December and hit its trough in January, then rebuilt across February to April. May undercut that momentum, but July delivered the strongest engagement of the year, followed by a more measured late-summer and early-autumn rhythm. The Dutch market typically stabilized in September and October before giving way to a notable November pullback. Globally, CTRs followed a steadier climb from late Q1 through Q4, culminating in October–November highs near 2.04%.
The Netherlands trailed global Facebook Ads benchmarks throughout the period. On average, Dutch CTRs were about 21% below global levels (1.44% vs. 1.82%). The gap narrowed to its tightest point in July (−8% vs. global 1.89%), but widened meaningfully in November 2025 (−40% vs. global 2.04%). Month over month, the global trend rose steadily (+17% from November 2024 to November 2025), whereas the Netherlands declined (−19%) and exhibited greater amplitude in both rallies and drawdowns. The Dutch range (0.54 points) exceeded the global range (0.39 points), underscoring more variable engagement in the local market.
Taken together, these Facebook Ads benchmarks show CTR performance across all industries in the Netherlands trending below the global average, with higher volatility, a pronounced midsummer peak, and a softer close to the year. Understanding CTR benchmarks and country-specific ad costs alongside broader CPC trends and CPM analysis helps frame industry ad performance in the Netherlands against 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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