Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The global Facebook Ads cost-per-click story over the last 13 months reads as a controlled descent punctuated by a late-year rebound. CPC opened high at $1.44 in November 2024, slid through Q1 to a steadier band around $1.12–$1.14, found a late-summer trough at $1.05 in September 2025, then lifted into Q4, reaching $1.27 in November 2025. Volatility was modest on average, with sharper moves around seasonal transitions. 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 across all countries (global) compared to the global benchmark.
Across all industries and all countries, Facebook Ads CPC averaged roughly $1.15 from November 2024 to November 2025, within a range of $1.05 (September 2025 low) to $1.44 (November 2024 high). The period starts at $1.44 and ends at $1.27, an 11–12% decline year over year.
The steepest month-to-month resets came at the turn of the year: November to December 2024 fell 11%, and December to January 2025 slipped another 11%. From February through May, CPC held in a narrow corridor around $1.12–$1.14, before easing in June ($1.07) and July ($1.07). The late-summer dip deepened into September’s low of $1.05, then reversed: October firmed to $1.08, and November advanced a further 17% to $1.27. On average, absolute monthly movement was about $0.06 (roughly 5% of the mean), with the widest swing occurring from October to November.
Seasonality is evident in the pattern. The data show a classic Q4 premium: November stands as the annual high in 2024, and 2025’s Q4 builds momentum from October into November. Early Q1 is characteristically softer, with January marking the local floor for the first half. A mid-year plateau stabilizes results through late spring, followed by summer softness culminating in a September trough. From that low, CPCs climb into the holiday run-up, recapturing 21% between September and November 2025.
Looking at halves, H1 2025 averaged $1.12, while July–November averaged $1.11—slightly softer overall until the late Q4 rebound narrowed the gap.
Because this view aggregates all industries across all countries, it is the global benchmark. As such, the “selected market” tracks the baseline 1:1—no gap in any month by definition. The global trend itself eased from November 2024 to September 2025 (−27% peak-to-trough in dollar terms), then rebounded into Q4, finishing November 2025 still 12% below the prior year’s November peak. Volatility averaged $0.06 per month globally, with the sharpest relative moves around the year turn and the pre-holiday surge.
This benchmark summarizes Facebook Ads CPC trends across all industries worldwide, providing a clear read on country-specific ad costs and the seasonal rhythm of the market. Understanding Facebook Ads cost-per-click benchmarks for all industries across all countries helps teams evaluate CPC trends and compare performance to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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