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 advertisers in India posted a year defined by two very different halves: exceptionally low cost-per-click through mid-year, then a sharp run-up in late Q3 and a cooler but still-elevated Q4. Against the global Facebook Ads benchmarks, India spent most months well below the market, then briefly surged above it in September and October before settling back down. 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 India compared to the global benchmark.
CPC in India began at 0.37 in December 2024 and ended at 0.77 in November 2025, more than doubling across the period (+106%). The average CPC over these 12 months was 0.60, with a median near 0.26—meaning half the months clustered at very low costs. The year’s low came in July at just 0.02, after steadily easing down from January (0.28) through June (0.02). The high was a dramatic 2.98 in September, followed by 1.82 in October and 0.77 in November. The total range (low to high) spanned nearly 3.0 points.
Momentum was striking: June and July were the quiet trough, August rebounded to 0.26, and September spiked +1,035% month over month. The pullback was equally pronounced: October fell 39%, and November slid another 58%. On average, monthly absolute moves were 0.51 points in India—about ten times choppier than the global series.
Globally, CPC averaged 1.14 for the same months, with a relatively narrow range between 1.06 (September) and 1.31 (November). Month-to-month shifts were mild, averaging 0.05 points.
The pattern in India split cleanly: a soft cost environment from December through July—particularly lean in Q2 and early Q3—then a late Q3 surge and a Q4 comedown. August marked the pivot, but September was the standout outlier. After that spike, costs cooled across October and November, though they remained above the mid-year floor. Globally, CPCs followed a steadier rhythm: gentle pressure into Q4 with mild increases and a small trough in September, consistent with broader CPM analysis and seasonal ad intensity.
Across 10 of the 12 months, India’s CPCs ran below the global benchmark—typically by a wide margin. From January through July, India trailed global levels by 75–99%, with July the widest gap (−99%). August remained 76% below. The gap narrowed meaningfully in November (−41%). Only September and October flipped above market: India exceeded global CPCs by 180% in September and 65% in October. In aggregate, India’s average CPC (0.60) sat 47% below the global average (1.14), and its monthly volatility was far higher (0.51 vs. 0.05 points), suggesting a more erratic cost landscape compared to the globally steadier CPC trends.
Understanding Facebook Ads cost-per-click benchmarks for Consumer Goods in India reveals a market that spent most of the year far below global ad costs, then surged in late Q3 before easing into Q4. These country-specific ad costs, anchored in CPC trends rather than CTR performance, show India’s Consumer Goods industry largely below average, briefly above market, and more volatile than 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 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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