Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Australia’s Facebook Ads cost-per-click mostly ran below the global benchmark across the period, then finished with a dramatic late-year surge. Median CPC for all industries in Australia averaged about $1.00 from November 2024 to November 2025, roughly 13% lower than the $1.15 global average. The year’s rhythm shows a soft stretch through mid-year, a steady Q3 climb, and a standout spike in November 2025 that briefly pushed Australia above market.
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 in Australia compared to the global benchmark.
Australia opened at $1.24 CPC in November 2024 and closed at $1.62 in November 2025, a 31% lift year over year. The median peaked at $1.62 (Nov 2025) and bottomed at $0.80 (June 2025), resulting in a wide $0.82 range. The period average was $1.00.
Key movements:
Volatility was notable. Australia’s average absolute month-to-month change was roughly 0.17 points, about three times the global benchmark’s 0.06, signaling choppier country-specific ad costs relative to steady global CPC trends.
Seasonally, the pattern was mixed. Australia saw a softer December and trough conditions through late Q1, consistent with lower CPCs early in the year. Q2 weakened further toward June—often a calmer spending window—before CPCs climbed through Q3. Q4 typically tightens across Facebook Ads benchmarks as competition rises; in this cycle, Australia showed a pronounced November surge after a softer October, magnifying the usual late-year lift.
Compared with the global baseline, Australia tracked below market in 12 of 13 months. The gap narrowed to just 3% below global levels in September 2025 and widened to 31% below in December 2024. Through most of the year, Australia trailed the benchmark by roughly 10–30%, with a steadier global path (+/− modest moves) against Australia’s more elastic CPC line. The outlier came in November 2025, when Australia’s $1.62 CPC ran about 28% above the global $1.27—a sharp reversal from its typical discount. Overall, Australia’s CPC range (0.82) was more than double the global range (0.39), underscoring higher local volatility even as the full-period average remained lower than the global norm.
Understanding Facebook Ads cost-per-click benchmarks for all industries in Australia—set against the global baseline—clarifies CPC trends, highlights country-specific ad costs, and situates performance within broader CPM analysis and CTR performance patterns. This CPC analysis helps frame how Australia’s all-industry Facebook Ads benchmarks compare to global conditions over the past 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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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Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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