Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all countries, Consumer Goods CPCs ran consistently above the all‑industry global benchmark, with a steeper mid‑year dip and a sharper Q4 surge than the market overall. The category opened elevated in November 2024, found a floor by June 2025, then accelerated into a striking November 2025 peak. Month‑to‑month moves were also choppier than the global baseline, with big swings at the bookends of the period.
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 in all countries compared to the global benchmark.
The rhythm tracked familiar Facebook Ads benchmarks: elevated CPCs in late Q4, softer engagement‑cost balance in early Q1, an efficiency trough into late Q2, and a steady climb through late Q3 into Q4. The category’s June low marked the seasonal floor, followed by a measured rebuild across summer and a decisive acceleration into November. August and September formed a stable $1.33 plateau, suggesting a consolidation phase before the Q4 push. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; this pattern was visible here, though Consumer Goods showed a more pronounced Q4 surge than the market overall.
Relative to the all‑industry global benchmark, Consumer Goods CPCs averaged about 15% higher across the period ($1.33 vs. $1.15). The premium was narrowest in December 2024 (+1%) and widest in November 2025 (+36%). The gap widened notably from August through November (+22% to +36%), after running in a +5% to +13% band for most of Q1–Q2. The category was also more volatile: average absolute monthly change of $0.11 versus $0.06 globally. While Consumer Goods finished slightly above its starting point (+4%), the global benchmark ended lower year over year (−12%), reflecting a steadier downtrend from a November 2024 high ($1.44) to a September 2025 low ($1.05) before a partial November recovery ($1.27).
These Facebook Ads CPC trends show Consumer Goods across all countries running above market with deeper mid‑year softness and a stronger Q4 rebound than the global average. Understanding Facebook Ads cost‑per‑click benchmarks for Consumer Goods in all countries helps situate country‑specific ad costs within broader CPC trends and compare performance to global patterns alongside related CPM analysis and CTR performance.
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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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