Facebook Ads CTR Benchmarks in Spain

Introduction

Spain’s Facebook Ads click-through-rate (CTR) spent the year moving near—but generally below—the global benchmark, with a dramatic spring dip-and-surge that defined the narrative. The market opened soft in December 2024, plunged to its yearly low in April, then whipsawed to a May peak before settling into a steadier 1.7–1.9% band through autumn. While the global trend rose steadily into Q4, Spain cooled in November–December, widening the gap again.

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.

The story in the data

• Spain’s CTR began at 1.46% in December 2024 and ended at 1.71% in December 2025, a +17% lift across the period. The annual median averaged 1.70%.
• The year’s low hit in April at 0.91%, followed by a sharp rebound to the high in May at 2.43%—a swing of +166% month over month. After the May spike, CTR normalized: 1.85% in June–July, 1.67% in August, 1.76% in September, and a local peak at 1.95% in October before easing to 1.81% in November and 1.71% in December.
• Volatility was pronounced. Spain’s average absolute month-to-month move was 0.34 points, nearly five times the global benchmark’s 0.07 points. The April–June sequence alone captured a rare whipsaw: −0.73 points in April, +1.51 in May, then −0.57 in June.

Globally, CTR averaged 1.84%, climbing from 1.68% in December 2024 to 2.21% by December 2025 (+31%), with a narrower range (1.66%–2.21%) and smoother cadence.

Seasonal and monthly dynamics

• Q1 in Spain was mixed (1.57% average): a January lift to 1.62%, a February dip to 1.46%, and a March recovery to 1.64%.
• Q2 marked the inflection: April’s trough (0.91%) was followed by May’s spike (2.43%) and a June cool-off (1.85%), yielding a 1.73% quarterly average.
• Q3 steadied at 1.76% on average: July at 1.85%, August softer at 1.67%, September at 1.76%.
• Q4 averaged 1.82% with an October high (1.95%) and softer November–December readings (1.81% and 1.71%). This diverged from the typical global pattern, where CTRs usually climb into the holiday period.

Spain vs. Global

• On level: Spain averaged 1.70% versus the global 1.84%—about 8% below market.
• On momentum: the global trend rose steadily (+31%), while Spain’s was choppier (+17%) with a spring shock and a mild year-end fade.
• On monthly positioning: Spain trailed the global benchmark in 10 of 13 months. The gap was narrowest in July (−2%) and October (−4%) and widest in April (−47%) and December (−23%). Spain briefly outperformed in May (+38%) and June (+3%).
• On variability: Spain’s 0.91%–2.43% range (1.52 points) was nearly triple the global range (0.55 points), underscoring “above-market” volatility even when levels sat “below average.”

Closing

In short, Facebook Ads CTR performance for all industries in Spain averaged 1.70%—generally below the 1.84% global benchmark—with a standout April-to-May reversal, steadier late-summer engagement, and a softer finish to the year. Understanding Facebook Ads click-through-rate benchmarks for all industries in Spain helps marketers read country-specific CTR performance against global Facebook Ads benchmarks and broader CPC trends and CPM analysis.