Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Consumer Goods CPCs stayed consistently above market throughout the year, with a clear midyear trough and a pronounced Q4 surge. The pattern: a soft slide into June, a steady rebuild across late summer, and a sharp lift in November that eased but remained elevated into December. Volatility ran hotter than the global benchmark, and the gap versus the market widened as the year progressed.
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.
Across December 2024 to December 2025, Consumer Goods CPC averaged $1.32, ranging from a low of $1.15 in June to a high of $1.71 in November. The year started at $1.29 in December 2024, dipped to $1.20–$1.24 during January–February, and then climbed to $1.32 in March. After a spring retrenchment (April–June), CPCs rebuilt across late summer, pushing from $1.19 in July to $1.33 in August and $1.35 in September. October held $1.36 before the category spiked to $1.71 in November, then settled to $1.51 in December. From December 2024 to December 2025, Consumer Goods CPC rose 17%, and from the June low to the November peak, costs jumped 49%.
Monthly movements averaged $0.10, with the largest acceleration from October to November (+$0.35) and the steepest pullback from November to December (−$0.20). That month-to-month cadence indicates a choppier profile than the broader market.
Seasonality was classic but pronounced:
This rhythm aligns with typical competition dynamics: softer midyear pricing, intensifying demand in late Q3, and a Q4 pricing premium that peaks around major retail moments. Notably, Consumer Goods maintained a high base into December rather than fully retracing after November.
Compared with the global Facebook Ads benchmarks (all industries across all countries), Consumer Goods CPCs were higher in every month. The global average over the same period was $1.14, versus $1.32 for Consumer Goods—about 16% higher on average.
The gap was narrowest in December 2024, when Consumer Goods ran roughly 2% above market ($1.29 vs. $1.27). It widened steadily into the back half: +21% in August, +26% in September, +23% in October, and +29% in November. By December 2025, Consumer Goods CPCs were about 35% above the global level ($1.51 vs. $1.12).
Volatility also diverged. The global benchmark moved an average of $0.06 month to month, while Consumer Goods shifted $0.10—around 56% more volatile. The category’s range spanned $0.57 across the year (43% of its average), compared with a $0.26 range for the global set (about 23% of its average).
In sum, Facebook Ads CPC trends for Consumer Goods across all countries show persistent above-market pricing, a pronounced Q4 premium, and higher volatility than the global benchmark. Understanding CPC benchmarks for Consumer Goods across all countries helps teams evaluate country-specific ad costs, track seasonal CPC analysis, and compare industry ad performance 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.
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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