Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Construction advertisers in Canada saw a year defined by sharp swings in Facebook Ads CPC. While the global benchmark held steady around the low-$1 range, Canada’s Construction CPC whipsawed from a spring-and-summer surge to an unusually soft Q4. On average, Canada tracked just under the global level, but with far more volatility and a distinctly different seasonal rhythm. 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 in Canada compared to the global benchmark.
The year opened at $1.04 CPC in January and closed at $0.38 in December—an end-to-start decline of 64%. The annual average landed at $1.11, slightly below the global $1.13 median. The high point arrived in May at $1.92, with another elevated month in July at $1.84. The low was December’s $0.38, creating a peak-to-trough spread of $1.54 (about a 5x range).
Monthly movements were notably choppy. After a steady Q1 around the $1 mark, April lifted to $1.20 and May spiked by +$0.71 month-over-month, followed by a -$0.61 pullback in June, a +$0.53 rebound in July, and an abrupt -$0.86 correction in August. From there, CPCs progressively eased: $0.98 in August, $0.82 in September, $0.92 in October, $0.85 in November, and the December low at $0.38. Average monthly absolute movement was $0.35—about six times the global benchmark’s $0.06—highlighting a far more turbulent market profile.
Seasonality in Canada diverged from the broader market. Q1 was restrained (averaging $1.03), Q2 was the apex ($1.48) driven by May’s peak, and Q3 cooled but remained mixed ($1.21) as July’s high gave way to a rapid late-summer reset. Q4 softened notably, averaging $0.71, with December marking the yearly low. Globally, CPCs typically firm up into Q4 with a distinct November rise; Canada’s Construction segment instead decelerated through the holidays, breaking from the common pattern where competition often elevates costs.
Relative to the global benchmark, Canada’s Construction CPC averaged 2% lower for the year, but the gap varied widely. Canada sat below global levels in eight of twelve months, trailed by 7–14% through most of Q1, and fell well under in Q4 (−35% in November and −64% in December). The market ran above benchmark from April through July: +6% in April, +67% in May, +19% in June, and +68% in July. The narrowest gap came near parity in March (−7%) and April (+6%). The widest divergence appeared in December (−64%) and July (+68%). Overall, the Canadian Construction trend was more volatile than the global line: larger month-to-month moves and a steeper spring surge followed by a deeper year-end trough.
These Facebook Ads benchmarks summarize CPC trends for the Construction industry in Canada versus the global market: a spring-and-summer spike, an accelerated late-summer correction, and an atypically soft Q4 against a steadier global baseline. Understanding country-specific ad costs and industry ad performance helps frame CPC performance in context and complements broader CPM analysis and CTR performance reviews for Construction in Canada.
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. For campaigns targeting Canada, 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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Late November (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)
CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.
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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