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 CPCs moved through a clear arc this year: easing into late summer, then surging in November before cooling in December. The pattern was orderly for most of the year, punctuated by an outsized Q4 spike. For the Construction industry in India, our dataset did not surface a consistent month-by-month time series in this window, so the comparison leans on the global benchmark as the directional reference point for country-specific ad costs.
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 India compared to the global benchmark.
Across December 2024 through December 2025, the global median CPC averaged about $1.14. It began at $1.27 in December 2024 and ended lower at $1.12 in December 2025, an 11% decline year over year. The low arrived in September 2025 at $1.07, while November 2025 set the high at $1.32.
Momentum was gentle for most of the year, with typical month-to-month movement averaging roughly $0.06. From January to September, CPCs drifted down from $1.13 to $1.07 (about −6%), then lifted into Q4: $1.11 in October, a sharp jump to $1.32 in November (+20% vs. October), followed by a giveback to $1.12 in December (−15% vs. November). That two-step swing—+22 cents, then −20 cents—was the most dramatic sequence of the year.
On a quarterly lens, Q1 averaged $1.14, Q2 softened to $1.12, and Q3 reached the trough around $1.08. Q4 rebounded to an average near $1.18, about 10% above Q3 levels.
Seasonality was visible in the rhythm:
This profile aligns with familiar platform dynamics: softer mid-year pricing followed by heightened Q4 competition that briefly elevates costs before year-end cooling.
For Construction in India, the dataset did not register a stable monthly CPC series for this period, so a direct month-by-month gap to the global line cannot be quantified. As a directional yardstick, the market’s median CPC centered on $1.14, sat roughly 5–6% below January levels by September, and peaked 20–24% above late-summer pricing in November before settling back near $1.12 in December. Volatility averaged about six cents per month, with Q4 showing the sharpest moves.
These reference points frame how CPC trends typically evolved globally while country- and industry-specific readings for India’s Construction sector remain sparse in this window.
In short, Facebook Ads CPC trends this year showed a mid-year dip and a pronounced Q4 surge, with the global median near $1.14 and a November high of $1.32. While the Construction industry in India lacked a continuous monthly series, these Facebook Ads benchmarks provide a clear context for country-specific ad costs and industry ad performance relative to global CPC trends for Construction in India.
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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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Cost per thousand impressions across different markets
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