Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Global Construction advertisers paid consistently higher—and far choppier—costs per click than the overall market. CPC surged into the holiday windows, cooled hard in early Q1, and then swung through a mid-year rise before ending on a fresh high. In contrast, the global all‑industry benchmark stayed relatively flat most of the year and only climbed meaningfully late in 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 Construction across all countries compared to the global benchmark.
Construction CPC started at $1.34 in November 2024 and finished at $1.70 in November 2025—up roughly 27% over 13 months. The series averaged $1.40, with a low of $1.08 in March 2025 and a high of $1.70 in November 2025, a range of $0.62 (about 45% of the average). Monthly moves were pronounced: average absolute change landed at $0.28 per month, or about 20% of the mean CPC.
Key swings defined the year. December 2024 jumped to $1.68 (+25% vs. November), then January fell to $1.18 (−30% vs. December). After a February rebound ($1.49), March marked the trough ($1.08), followed by a sharp April lift to $1.42 (+32% vs. March). June delivered another step-up to $1.63 (+29% vs. May), July held elevated levels ($1.55), and August softened to $1.17. The fall stabilized around the mid‑$1.30s before a decisive November surge to $1.70.
Seasonality is visible and pronounced for Construction CPC. Q4 showed premium pricing twice: a December spike in 2024 and an even stronger lift in November 2025. Early Q1 softened, bottoming in March before rebounding into spring. Mid‑year (June–July) tended to be elevated, with a notable August dip and a steadier September–October plateau that set the stage for the year’s closing rise.
Looking at halves of the year, H1 2025 averaged about $1.34, while the late‑year run (July–November) averaged roughly $1.43, underscoring a gradual upshift despite intramonth volatility.
Against the global all‑industry benchmark, Construction CPCs were consistently above market and far more volatile. Construction averaged about $1.40 versus $1.15 globally—roughly 22% higher. The global series moved in a tighter band (average monthly change ~$0.06), trended downward for most of the year, and finished the period 12% below its November 2024 level. By contrast, Construction climbed 27% over the same span.
Relative gaps varied month to month. Construction sat slightly below global levels in November 2024 (−6%) and again at the March trough (−6%), near parity in January (+4%), and modestly ahead in August (+7%). At its widest, Construction outpaced global CPC by 52% in June and 45% in July, with notable premiums also appearing in April (+26%), September (+29%), October (+27%), and November 2025 (+34%). The narrowest gap was January (+4% above global).
In sum, Facebook Ads CPC benchmarks for the Construction industry across all countries ran higher and more turbulent than the global all‑industry norm, with peaks in December and November, a March trough, and a mid‑year lift that set up a strong Q4 finish. Understanding CPC trends and country-agnostic ad costs for Construction helps marketers evaluate how industry ad performance compares 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. In the Construction industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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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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