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 CPC in Brazil ran far below the global benchmark for most of the year, then briefly surged above market in late summer before easing into Q4. Across the period, the category posted a low-cost first half, an abrupt July–August spike, and a cooler but elevated finish. The global picture was steadier: modest movement with a predictable November lift. 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 Brazil compared to the global benchmark.
CPC for Consumer Goods in Brazil opened at $0.33 in December 2024, slid to a yearly low of $0.17 in March 2025, then recovered through spring. April rebounded to $0.24 and May climbed to $0.31, before a slight June dip ($0.29). The market then jumped: July leapt to $0.78 (+172% month over month), and August peaked at $1.36—the year’s high and the one month Brazil sat above the global median. September reset sharply to $0.33 (−76% vs. August), followed by a measured rise into Q4: $0.47 in October and $0.63 in November. Across the 12 months, Brazil’s CPC averaged $0.45, ranging from $0.17 to $1.36. From December to November, CPC nearly doubled (+90%).
By contrast, the global Consumer Goods CPC was far steadier. It averaged $1.14 over the same window, moved within a narrower $1.06–$1.31 range, and ended roughly where it began (December $1.27 to November $1.31, +3%). Volatility in Brazil averaged a 0.25-point absolute month-to-month change, roughly five times the global benchmark’s 0.05-point rhythm—evidence of a choppier local auction environment.
The rhythm in Brazil followed a familiar arc: soft through Q1, firmer in late spring, then a pronounced Q3 surge. Q1 averaged just $0.21 as CPC stepped down each month from January ($0.25) to March ($0.17). The mid-year build culminated in July–August’s spike (averaging $1.07 across those two months), before costs reset in September and drifted higher into Q4 ($0.47 in October, $0.63 in November). Globally, CPC tended to stabilize around the $1.10–$1.14 band for most months, with a seasonal lift into November ($1.31), a pattern consistent with rising competition late in the year.
Brazil’s Consumer Goods CPC tracked below the global benchmark in 11 of 12 months and averaged about 60% lower overall ($0.45 vs. $1.14). The gap widened most in March (Brazil $0.17 vs. global $1.14, roughly 85% below) and narrowed dramatically in August when Brazil moved 24% above the global median ($1.36 vs. $1.10). The global trend line was stable and slightly up (+3% from December to November), while Brazil’s was more dramatic (+90%) and more volatile, marked by rapid spikes and resets.
Facebook Ads benchmarks for CPC show that Consumer Goods in Brazil typically operates at significantly lower costs than the global market, with brief periods of sharp elevation. Understanding these CPC trends—and how Brazil’s country-specific ad costs stack up against global industry ad performance—helps frame the broader context of Consumer Goods advertising in Brazil versus the global benchmark.
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. For campaigns targeting Brazil, 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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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