Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The global story for Facebook Ads benchmarks on cost-per-click (CPC) over the past year reads like a classic holiday peak followed by a long, steady cooldown, then a cautious lift into late 2025. CPC spiked to $1.46 in November 2024, reset sharply in December, and spent most of 2025 hovering around the low-$1.10s before dipping to a yearly low in September and rebounding into November. Volatility was modest overall, with the sharpest swings clustered around Q4.
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 Israel compared to the global benchmark.
Across the 13-month window (Nov 2024–Nov 2025), the global median CPC averaged $1.15. The period began at a holiday-inflated $1.46 (Nov 2024) and ended at $1.21 (Nov 2025), a 17% year-over-year decrease from peak season to peak season. Stripping out the 2024 holidays, 2025 settled into a leaner rhythm: the January–November average was roughly $1.11, about 3% below the full-period mean.
The range was wide—$1.04 at the low (September 2025) to $1.46 at the high (November 2024)—a spread of about $0.43. Month-to-month moves averaged a 6-cent swing, signaling generally stable CPC trends punctuated by seasonal edges. The largest single drops and lifts bookended the period: -$0.18 from November to December 2024 and +$0.16 from October to November 2025.
Within 2025, CPC opened at $1.14 in January, eased slightly through spring ($1.13–$1.14), softened into early summer ($1.07 in June and July), hit the trough at $1.04 in September, ticked up modestly in October ($1.05), and finished with a firmer $1.21 in November. That arc paints a gentle U-shape from spring to early fall, followed by a Q4 lift.
Seasonality is visible and consistent with broader industry ad performance patterns. Q4 shows the most pressure: the data features a pronounced November surge in both 2024 and 2025, bracketed by a December reset. The core of 2025 was notably steady, with April–August clustered in a tight band around $1.13 down to $1.09, before late-summer softness pushed CPC to its annual low in September.
By quarter, Q3 2025 (July–September) was the softest stretch at an average near $1.07, while the partial Q4 2025 readout (October–November) climbed back toward $1.13. This seasonal cadence mirrors what advertisers often observe across CPC trends, CPM analysis, and CTR performance when competition ebbs mid-year and intensifies in the holiday run-up.
For Arts in Israel, there is no recorded in-market CPC data in this window, so the comparison to the global benchmark is directional rather than absolute. The global pattern offers a useful frame for country-specific ad costs: a high watermark around November, a relatively quiet mid-year, and a narrow trading range for most months punctuated by Q4 lifts. In 2025 specifically, the global trend was steady to slightly rising (+7% from January to November), with lower volatility than the holiday edges suggest.
Without Israel-specific medians, the gap to global cannot be quantified this period. However, the global signal underscores a stable cost environment for most of the year, with the most meaningful moves concentrated around late Q4 and the December correction.
Understanding Facebook Ads cost-per-click benchmarks for the Arts industry in Israel—viewed against the global CPC trend—helps contextualize country-specific ad costs, seasonal rhythms, and industry ad performance patterns throughout the year.
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 Israel, 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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Passover (April), Sukkot and Fall holidays (Sept–Oct), Hanukkah (December)
CPM and CPC might rise during Passover as consumers prepare homes and plan meals. Fall holiday cluster may see media consumption fluctuate—consumers often offline during holidays, but prior week advertising demand may peak. Yom HaAtzmaut might spark tourism and leisure engagement. Hanukkah could drive e‑commerce CPMs for toys and electronics.
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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