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 Facebook Ads benchmarks show a steady, fairly contained cost environment in 2025 — but the Construction industry stands out for higher costs and bigger swings. Across all countries, Construction CPC averaged about $1.44 over the last 13 months, running 26% higher than the $1.14 global all‑industry baseline. The year opened soft, surged into early summer, eased in August, and then climbed into a premium Q4 finish with December setting the high for the period. Volatility was a defining feature, with several double‑digit month‑over‑month moves.
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 $1.68 in December 2024 and ended at $1.85 in December 2025 — a 10% year‑over‑year lift. The full‑period average was $1.44, with a low of $1.08 in March and a high of $1.85 in December (a 71% spread from trough to peak). The biggest moves came early: a sharp drop from December to January (−29%), a rebound in February (+26%), and another pullback in March (−28%). From there, momentum turned positive: April jumped to $1.42 (+32% from March), May held at $1.26, and June spiked to $1.64 (+30% from May). After a mild July step‑down ($1.55) and an August dip ($1.20, −23% from July), CPCs rebuilt steadily through fall — September $1.36, October $1.44, November $1.56 — culminating in December’s $1.85 peak (+18% month over month).
Volatility averaged 0.26 points month to month for Construction, compared with just 0.06 points for the global benchmark — roughly four times more choppy than the broader market.
Seasonally, this series shows a classic first‑quarter softness with the March trough, an assertive Q2 run‑up peaking in June, a late‑summer pause in August, and a sustained Q4 elevation. While CPM analysis often highlights Q4 inflation from competition, the CPC trends here show a similar rhythm: costs intensified into November and reached their apex in December for Construction, even as the global market peaked earlier.
Relative to the global benchmark, Construction CPCs ran above market in 12 of 13 months. January was near parity (+5%), March briefly underperformed (−6%), and the premium widened materially in the back half: +52% in June, +44% in July, +30% in October, +18% in November, and a cycle‑high +64% in December. On average, Construction’s $1.44 CPC outpaced the global $1.14 by 26%. Trend lines diverged as well: the global series was largely flat from January to December (−0.5%), whereas Construction climbed 55% over the same span.
Overall, Facebook Ads cost‑per‑click benchmarks for the Construction industry across all countries indicate a higher‑cost, more volatile environment than the global average, with a pronounced Q2 surge, an August reset, and a premium Q4 finish. These CPC trends provide a clear read on country‑agnostic ad costs for Construction and a consistent way to compare industry ad performance against global Facebook Ads benchmarks.
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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