Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Arts advertisers in Brazil spent most of the year buying clicks far below the global going rate, but on a much bumpier ride. Cost per click (CPC) averaged just 0.57 across the period, roughly half of the global 1.14 benchmark. The story is defined by a sharp February spike, a deep mid-year trough, and a Q4 rebound that narrowed the gap with the world average. Volatility was a defining feature: month-to-month swings were about seven times larger than the global pattern.
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 Arts in Brazil compared to the global benchmark.
CPC in Brazil’s Arts sector started at 0.37 in December, ended at 0.52 in November (+40% over the period), and averaged 0.57. The year’s high came early at 1.52 in February, followed by a steady slide to the low of 0.21 in August. Half the months landed below 0.50; three months (April, May, August) clustered under 0.30.
The biggest jump was January to February (+0.93), followed by a rapid giveback into March (−0.78) and another drawdown into April (−0.46). The lightest month-to-month change came in April to May (−0.04), before a series of rebounds and pullbacks: +0.41 in June, −0.27 in July, −0.19 in August, +0.28 in September, +0.31 in October, and −0.28 in November. On average, absolute month-to-month movement was 0.38, signaling materially sharper swings than the steady baseline.
The first quarter was elevated (Q1 average 0.95), but that strength was almost entirely concentrated in February’s spike. Costs softened into Q2 (0.40 average) and remained subdued in Q3 (0.37), bottoming in August. The final stretch showed a rebound: October rose to 0.80 before easing to 0.52 in November, still above most mid-year levels.
This rhythm echoes typical auction dynamics—softer mid-year, firmer in late Q4—yet the amplitude in Brazil’s Arts CPC was unusually pronounced: a peak-to-trough range of 1.31 across the period.
Against the global Facebook Ads benchmarks, Brazil’s Arts CPC ran consistently below market. The monthly global series averaged 1.14, with a narrow 0.25 range (low of 1.06 in September and a peak at 1.31 in November). By contrast, Brazil averaged 0.57 with a much wider 1.31 spread. Month-to-month volatility averaged 0.38 in Brazil versus 0.05 globally—roughly seven times more volatile.
Relative gaps were wide for most of the year: Brazil trailed global levels by 27–81% in the majority of months. The exception was February, when Brazil sat 34% above the global CPC—an outlier peak amid an otherwise discounted cost environment. The narrowest discount appeared in October (0.80 vs. 1.10, 27% below), while the widest was in August (0.21 vs. 1.10, 81% below). Globally, CPC trends were steadier: a mild slide into late summer, then a Q4 lift, rising slightly from December to November (+2%).
Overall, Facebook Ads CPC trends for the Arts industry in Brazil show materially lower, more volatile, country-specific ad costs versus the global benchmark—marked by a February surge, mid-year softness, and a late-year rebound. Understanding CPC benchmarks for Arts in Brazil helps contextualize industry ad performance and compare CTR performance and broader CPM analysis against 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. In the Arts industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. 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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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