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 in Sweden, Facebook Ads cost-per-click (CPC) ran materially below the global benchmark for most of the past year, but with far sharper swings. The market dipped to a mid-year trough before rebounding and ultimately spiking in October, creating one of the widest month-over-month lifts in the period. 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 Sweden compared to the global benchmark.
Sweden’s CPC opened at 0.96 in November 2024 and closed at 1.68 in October 2025—up roughly 74% end to end. Over the 12 months, CPC averaged 0.83, ranging from a low of 0.33 in June to a high of 1.68 in October, a wide range of 1.35. The path to that October peak was volatile: a 36% drop in December (to 0.62), a sharp January rebound to 1.05 (+69% vs. December), a February pullback to 0.49 (−53% vs. January), and then a stair-step climb through April (0.75) before the deepest trough in June (0.33). From that June low, CPC surged 166% into July (0.88), steadied through August and September (0.86 and 0.96), and then leapt 76% month over month into October’s 1.68—the year’s standout spike.
By contrast, the global benchmark was steadier. The worldwide CPC averaged about 1.15 over the same period, with a mild drift from 1.47 in November 2024 to 1.06 in October 2025 (−28%). Volatility tells the story: Sweden’s average absolute month-to-month move was 0.31 points, roughly 6–7x the global benchmark’s 0.05, reflecting far more pronounced swings in country-specific ad costs.
Seasonality showed a familiar rhythm but with amplified swings. Performance softened into December, rebounded in early Q1, and then eased into a Q2 trough, with June marking the period low. Q3 stabilized at higher levels—averaging about 0.90 from July to September—before a decisive lift in October. Globally, CPCs were comparatively stable, with gentle declines into mid-year and only modest movement through late Q3 and early Q4. Sweden’s arc mirrored that seasonal shape, but its amplitude—especially the June dip and October surge—was notably larger.
Relative to Facebook Ads benchmarks worldwide, Sweden priced below market for most months. The gap ranged from 8% to 69% below global levels between November and September: −34% in November, −52% in December, narrowing to −8% in January and −8% again in September, and widest at −69% in June. The exception was October, when Sweden’s CPC ran 59% above the global benchmark—its only above-market month and the period’s largest divergence in the other direction. On average, Sweden’s CPC sat about 28% below the global level across the year, underscoring lower country-specific ad costs but greater volatility across all-industry ad performance.
In sum, CPC trends for all industries in Sweden show a low-cost but choppy market: below global Facebook Ads benchmarks on average, with a deep mid-year trough and an outsized October surge. Understanding cost-per-click benchmarks for all industries in Sweden helps contextualize country-specific ad costs and compare industry ad performance to global patterns.
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 Sweden, 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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 (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app