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Facebook Ads CPC Benchmarks in Australia

Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type

CPC (Cost Per Click) in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-click (CPC) trends for industry All industries available and target country Australia compared to the global trend, based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Australia’s CPC is consistently below market: the average CPC over the period is 0.912 versus a global baseline of 1.139 (about 20% lower).
  • Highest CPCs occur in November for both series (seasonal Q4 uplift): AU peaks at 1.211 while global peaks higher at 1.474.
  • From the first to last month, AU CPC falls 24.2% (0.871 to 0.660), a steeper decline than the global -19.2% (1.179 to 0.953).
  • Volatility is higher in Australia: average month-to-month absolute change is 0.161 versus 0.083 globally—about 2x more movement.
  • Notable dips: AU drops sharply from August to September (0.945 to 0.660), ending at its 12‑month low.

Australian CPC trends (All industries available)

Across October 2024 to September 2025, Australia’s median Facebook Ads CPC averages 0.912. The monthly range is 0.551, from a high of 1.211 in November 2024 to a low of 0.660 in September 2025. The path shows pronounced seasonality and variability: a Q4 spike (Oct to Nov +0.340) followed by a December correction (−0.337), a mid-year climb into April (1.104), and a second-half softening culminating in the lowest reading in September. Average month-to-month absolute movement is 0.161, highlighting elevated volatility for the market.

  • Highs: November 2024 (1.211), April 2025 (1.104)
  • Lows: September 2025 (0.660), June 2025 (0.777)
  • First-to-last change: −24.2%

Comparison with the global baseline

Australia trails the global benchmark in every month of the period. On average, AU CPC is about 20% below the global level (0.912 vs 1.139). The distance is visible at major seasonal points:

  • November 2024: AU 1.211 vs global 1.474 (≈18% lower)
  • September 2025: AU 0.660 vs global 0.953 (≈31% lower)

The global series also shows Q4 strength and a gradual cooldown into late Q2 and Q3, but with less month-to-month swing. Its monthly range is 0.521 (1.474 high in November 2024 to 0.953 low in September 2025), and average absolute month-to-month change is 0.083. The global first-to-last decline is −19.2%, less steep than Australia’s −24.2%.

Seasonal patterns and notable movements

Both series exhibit classic Q4 seasonality tied to holiday demand: a marked jump from October to November. December remains elevated globally compared to October, while Australia normalizes more sharply back near October levels. From Q1 through Q3, both trend downward overall, with Australia experiencing more pronounced mid-year fluctuations and a sharp late-Q3 dip.

Understanding cost-per-click benchmarks on Facebook Ads in industry All industries available and Australia helps advertisers make more efficient budget and creative choices.

Understanding the Data

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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

Australia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 27Australia Day (observed)
Apr 18‑21Easter weekend
Apr 25Anzac Day
Jun 9King's Birthday
Oct 6Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)

Potential Advertising Impact

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.

What exactly is CPC in Facebook Ads?

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).

What's considered a good CPC for Facebook ads in 2025?

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.

What influences cost per click on Facebook?

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.

Why is my Facebook ad CPC suddenly increasing?

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.

Do desktop and mobile Facebook ads have different CPCs?

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.

Should I optimize my campaigns for CPC or conversions?

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.

Why do my CPC benchmarks differ from published industry averages?

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.

Are CPCs cheaper on Instagram or Facebook?

Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.