- CPT varies widely by region in 2025, ranging from $0.85 (TR) and $0.87 (IT) up to $2.60 (GB), highlighting how different the auction pressure can be across markets for search results ads.
- Great Britain (GB) stands out as the most expensive country at $2.60, suggesting a denser competitive landscape where advertisers may need tighter keyword segmentation and more relevance-led creative alignment to keep efficiency under control.
- The United States (US) remains a high-cost environment at $1.93, reinforcing that top-volume regions can require more disciplined query selection (negatives, match-type strategy, brand vs non-brand splits) to avoid higher CPT on broad or loosely relevant searches.
- Central Europe shows a “high but manageable” band, with RO and DE at $1.78 and AT at $1.76, which typically signals competitive auctions without reaching the same cost ceiling as GB, making these markets strong candidates for scaling if conversion efficiency holds.
- Several regions sit in a mid-tier efficiency zone, such as CZ ($1.66), DK ($1.63), ES ($1.59), BE ($1.52), and NL ($1.50), where incremental optimizations can meaningfully shift CPT without requiring major budget changes.
- Lower-CPT regions like FR ($1.07), JP ($1.13), PL ($1.17), IT ($0.87), and TR ($0.85) can represent cost-effective reach, but CPT should be read alongside CR and CPA, since cheaper taps only become a true opportunity when the post-tap experience and localization keep download intent strong.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
“Low-CPT regions can be excellent growth levers, but only if you read them correctly. Cheap taps are not automatically a bargain. They become an opportunity when the post-tap experience is localized, the value proposition is clear, and you’re converting that traffic efficiently. The best approach is to evaluate CPT alongside CR and CPA, then scale the regions where all three align, not just where taps are inexpensive.”
Alaattin Yerturk
Client Team Lead @MobileAction
