Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Across all countries, Consumer Goods CPCs ran consistently above the market and moved with more force than the cross‑industry benchmark. The year opened in the low $1.20s, eased into an early-summer trough, then lifted steadily into a pronounced Q4 peak before a December reset and a January rebound. The premium versus the global baseline widened over the year, culminating in a striking January divergence. 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 Consumer Goods across all countries compared to the global benchmark.
Consumer Goods CPC started at $1.22 in January 2025 and ended at $1.38 in January 2026, a 13% rise. Over the 13-month window, median CPC averaged $1.30, ranging from a low of $1.15 in June to a high of $1.65 in November—a half‑dollar band that signals meaningful movement for a cost metric. Month to month, absolute changes averaged 0.12 points, notably choppier than the global benchmark’s 0.07.
The cadence was clear. After a modest fade from March ($1.33) into the June low, the category rebounded: July–October hovered around $1.20–$1.35 before a sharp November spike to $1.65 (+23% MoM). December pulled back to $1.21 (−27% MoM), then CPCs climbed again to $1.38 in January 2026 (+14% MoM). From the June trough to the November high, CPCs rose 43%, underscoring the amplitude of late‑year pricing in Consumer Goods.
The softest period landed in late spring and early summer (May–June), with CPCs in the $1.15–$1.21 range. Momentum built through Q3—averaging $1.29 across July–September—then accelerated into Q4. Q4 2025 averaged $1.40 versus $1.25 in Q1, reflecting a stronger late‑year lift than earlier months. The pattern also showed a classic December reset after the November peak, followed by an elevated January position relative to the rest of the field.
Against the cross‑industry global benchmark, Consumer Goods CPCs were above market every month. The category’s 13‑month average of $1.30 stood 17% higher than the global median of $1.11. The premium over the benchmark was narrowest in June (+$0.05, +4%) and widened notably into late year—August through November ranged roughly 19–25% above market. The gap peaked in January 2026, when Consumer Goods advanced to $1.38 while the benchmark fell to $0.85, a 63% spread. Trajectory also diverged: the global baseline declined 24% from January 2025 to January 2026, while Consumer Goods increased 13%, highlighting category resilience and higher sensitivity to late‑year dynamics.
Volatility tells the same story. Consumer Goods’ average absolute monthly swing (0.12 points) outpaced the benchmark (0.07), with the largest moves clustered in Q4 (a +0.30 jump in November, followed by a −0.44 correction in December).
Taken together, these Facebook Ads benchmarks show global CPC trends for the Consumer Goods industry running consistently above the cross‑industry norm, with stronger late‑year acceleration, a sharp November apex, and a higher‑than‑average volatility profile. Understanding cost-per-click performance for Consumer Goods across all countries provides a clear reference point for industry ad performance and country‑agnostic ad costs relative 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 Consumer Goods 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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