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 sat well below the global benchmark throughout the period, but with more movement month to month. Across all industries, Spain’s median cost per thousand impressions averaged about $6.17 versus a $20.04 global average — roughly 69% lower — while tracing a two-crest rhythm: a spring lift into May, a midsummer dip, and a steadier Q4. The standout month was May 2025 at $8.91, contrasted with a deep trough back in December 2024 at $3.01.
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.
Key movements:
The cadence in Spain diverged from the classic global Q4 spike pattern. Q1 was mixed, with a strong January but a soft February. Q2 delivered the year’s local high, a hallmark of spring strength in this market. Q3 softened, bottoming in August, before a measured Q4 recovery that matched Q2 levels rather than exceeding them.
Quarterly medians underline the rhythm:
The biggest single-month declines came May→June (−31%) and July→August (−32%), while the strongest rebound was August→October (+53% from $4.80 to $7.34).
Spain remained below market each month by 55–85%. The gap was narrowest in May 2025, when Spain’s $8.91 trailed the global $19.67 by 55%. The widest separation appeared in December 2024: $3.01 in Spain versus $20.36 globally (85% lower). On average, Spain’s $6.17 CPM equaled about 31% of the global $20.04.
Trend-wise, the global benchmark rose steadily through the year, with quarterly medians moving from $18.27 in Q1 to $23.03 in Q4 (+26%), peaking at $25.02 in November. Spain’s path was choppier: Q1 to Q4 gained 33% ($5.41 to $7.20), but the local high arrived earlier (May) and Q4 leveled rather than spiking.
In sum, Facebook Ads CPM analysis for all industries in Spain shows a low-cost but more volatile market: a spring peak, an August trough, and a Q4 that firmed without matching the global surge. Understanding Facebook Ads benchmarks and country-specific ad costs for Spain helps marketers situate CPM performance within broader industry ad performance and global CPM trends.
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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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–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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Cost per lead across different markets
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