Ad costs in Denmark 2026: a Google and Meta benchmark

The short version

We pulled the numbers from the Danish ad accounts we have access to through our Google Ads manager account and Meta Business Manager. That's 52 accounts and about DKK 28.7m in ad spend from January 2025 to October 2026. No client names, just ranges and medians, with each account counting once.

The five things that stand out:

• A Google click typically cost webshops DKK 3.56. The middle half of the accounts sat between DKK 2.39 and DKK 6.46.
• Businesses after enquiries typically paid DKK 12.60 per click. That's three and a half times as much as the webshops.
• On Meta, 1,000 impressions typically cost webshops DKK 53, a link click DKK 3.49 and a purchase around DKK 180.
• November was expensive on Meta. The cost per impression was 22% above each account's own average in November 2025, while January was the cheapest month.
• On Google, clicks didn't get dearer in the fourth quarter for most webshops. For businesses after enquiries they typically rose 20%.

Google Ads: what does a click cost?

Webshops (15 accounts, about DKK 8.1m) typically paid DKK 3.56 per click. The full range ran from under DKK 1 to almost DKK 17. Click price follows order value. If you sell products worth thousands of kroner, each customer is worth more, so everyone in the auction bids higher.

Businesses after enquiries (16 accounts, about DKK 6.6m) typically paid DKK 12.60, and the middle half sat between DKK 6.27 and DKK 20.74. An enquiry to a clinic, a car dealer or a B2B company can be worth thousands of kroner to whoever wins it, and you can see that in the bids.

Click-through rate shows where the clicks come from. The webshops typically had a 1.34% click-through rate, because much of their traffic comes from Shopping and Performance Max, where products are shown many times. Businesses after enquiries sat at 4.23%, because they mostly run search ads on specific searches.

Google Ads through the year

Most people expect everything to get dearer in the run-up to Christmas. On Google, that only held for the businesses after enquiries. For 10 of 14, the click price rose more than 10% in the fourth quarter of 2025 compared with the same account's first three quarters, and it typically rose 20%.

The webshops looked different. Of the 9 webshops that advertised in all four quarters of 2025, 5 stayed within 10% of their own level, 2 got dearer and 2 got cheaper. The median didn't move. So don't build your Q4 budget on the assumption that Google clicks will cost more. Look at your own account last year.

Meta: cost per impression, click and purchase

Across 15 Danish webshops (about DKK 5.9m), 1,000 impressions typically cost DKK 53. The middle half sat between DKK 40 and DKK 82. A link click typically cost DKK 3.49, and typically 1.51% of the people who saw an ad clicked a link.

Accounts going after enquiries instead of purchases paid more to be seen: typically DKK 94 per 1,000 impressions and DKK 5.76 per link click. That's only 6 accounts, so take it as a direction rather than a final answer.

What does a purchase via Meta cost?

Across the 14 webshops with purchase tracking, a purchase typically cost DKK 180 in ad spend. The middle half sat between DKK 80 and DKK 393, and the full range ran from DKK 29 to DKK 1,230.

The range is that wide because it's mostly decided by two things: order value and how much of the revenue comes from repeat customers. A shop with lots of loyal customers and plenty of retargeting can get a purchase for DKK 30. A shop with expensive products and mostly new customers can pay over DKK 1,000 and still make money. Cost per purchase only means something when you hold it up against your own contribution margin.

November is the expensive month on Meta

We measured each webshop's cost per 1,000 impressions month by month against the account's own average. That way an expensive account and a cheap one can be compared. In November 2025 the cost sat 22% above average, while January 2025 sat 17% below. From January to November, the price rose by almost half.

December was back to normal. Black Friday and the weeks before it push the price up, because everyone is bidding on the same people at the same time. In 2026 the rise started as early as September, when the cost sat 21% above average.

Plan for it. Have your new creative ready before November starts, and use the cheap months of January and February to test ads and find new customers while it's cheap to be seen.

How to use the numbers

Use the numbers to check whether your own sit somewhere that makes sense. Not as a target. A median click price doesn't tell you what your clicks can cost. Your order value, margin and conversion rate do.

Work backwards in the calculator below: how much can a click cost before an order gets too expensive? If your click price is well above the range, look at keywords, feed and bid strategy. If it's below and the account converts well, there may be room to bid higher and win more sales.

Method

The numbers were pulled from the platforms on 28 October 2026 and cover 1 January 2025 to 27 October 2026. They are the platforms' own measurements of clicks, impressions, purchases and enquiries.

• Google Ads: 31 Danish accounts with at least DKK 20,000 in spend over the period, split into webshops (15) and businesses after enquiries (16). About DKK 14.6m in total.
• Meta: 15 webshops optimising for purchases and 6 accounts optimising for enquiries. About DKK 14.1m in total. Cost per purchase is only calculated for the 14 webshops with at least 50 purchases.
• Only accounts in Danish kroner targeting Denmark. Our own account, non-commercial accounts and accounts outside Denmark are left out.
• Medians are across accounts, so a big account doesn't weigh more than a small one. 'The middle half' is the range from 25% to 75% of the accounts.
• Quarters and months only count when an account had real spend in the period (Google: at least 100 clicks and DKK 2,000 in the quarter; Meta: at least DKK 2,000 in the month).

Feel free to use the numbers

You're welcome to quote and use the numbers in articles, talks and reports. Credit them as "Oaksmond, Ad costs in Denmark 2026" and link to this page. We'll update the benchmark when there's a new year of data.

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