- Great Britain (GB) remained the highest-CPA country in 2025 at $4.53, with the United States (US) next at $3.85, reinforcing that these are still the most premium, competition-heavy markets for search results ads.
- CPA levels eased across several major regions compared to 2024, led by Canada (CA) dropping from $4.34 to $2.81, alongside Australia (AU) ($4.09 to $3.02) and Spain (ES) ($3.87 to $2.71), suggesting stronger download efficiency in these regions.
- A few regions moved in the opposite direction, with Belgium (BE) ($2.01 to $2.55) and Japan (JP) ($2.37 to $2.89) posting higher CPAs, a signal that auctions and conversion dynamics became more competitive in 2025 for those markets.
- The spread narrowed across the tracked regions, ranging from $1.60 (IT) to $4.53 (GB), while Italy (IT), Poland (PL, $1.92), and France (FR, $1.94) stood out as the most cost-efficient CPAs in 2025 for advertisers looking to scale with localized, intent-matched setups.
- The cumulative average CPA across the regions decreased from $3.03 (2024) to $2.83 (2025), showing that CPA can still improve even in competitive environments when advertisers keep search results ads tightly aligned to keyword intent, creative messaging, and region-level strategy.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
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