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November 2024 - November 2025
Detailed observation of presented data
Spain’s Facebook Ads click-through-rate (CTR) told a two-part story over the past year: a muted start, a sharp spring shock, and a strong rebound that ultimately landed above market in late Q3 and October. While the global benchmark moved steadily higher, Spain’s trend was choppier, swinging from a deep April trough to a May spike that reset the year’s trajectory. 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.
Across November 2024 to October 2025, Spain’s median CTR averaged 1.75%, slightly below the 1.81% global average. The period opened at 1.48% in November 2024 and closed at 2.33% in October 2025, a 58% lift from start to finish.
The year’s low point arrived in April at 0.80%, followed by the high at 2.70% in May—an almost two-point swing month-to-month. Mid-year then settled into a tighter band: 1.87% in June, 1.97% in July, 1.78% in August, and 1.81% in September, before a renewed push to 2.33% in October.
Volatility in Spain averaged 0.45 percentage points per month—much sharper swings than the global benchmark’s 0.06. The single biggest step-change was April to May (+1.90 points). By contrast, November to December was virtually flat. Taken together, Spain’s CTR performance ran 45% higher post-April (May–October average: 2.08%) than in the November–April window (1.43%), underscoring a clear second-half rebound.
Spain tracked slightly below the market on average (1.75% vs. 1.81%), but its path was more dramatic. The global benchmark climbed a steady 19% across the period, while Spain’s end-to-end gain reached 58%.
Monthly gaps swung widely:
Overall, Spain was below average through late 2024 and early 2025, then moved above market from June onward in several months, with a particularly strong October finish.
Facebook Ads benchmarks for CTR show that, across all industries in Spain, performance averaged 1.75% with pronounced spring volatility and a clear second-half rebound relative to the global trend. Understanding CTR performance and country-specific ad costs in Spain—alongside broader CPC trends and CPM analysis—helps advertisers gauge how Spain’s all-industry benchmarks align with 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 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. 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), 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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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