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 in Great Britain ran consistently below the global benchmark across the past 13 months, but with a choppier rhythm. The market opened December 2024 at roughly $1.03 and closed December 2025 at $0.84, with a late-summer trough and a brief Q4 surge. Month-to-month swings were more pronounced than the global pattern, with September as the standout low and November as the peak. 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 Great Britain compared to the global benchmark.
Starting at $1.03 in December 2024, Great Britain’s Consumer Goods CPCs drifted lower into early 2025, touching $0.84 in February before a modest March lift ($0.89). A short-lived rise crested in May at $1.04, then costs fell sharply through June ($0.74) and bottomed in September at $0.59—the year’s low. A Q4 rally lifted CPCs to $1.09 in November (the high), followed by a December cooldown to $0.84. Over the full window, CPCs averaged $0.86, ranging from $0.59 to $1.09, an 18% decline from the first to the last month.
Volatility was a defining feature. Absolute month-to-month movement averaged about $0.16, with the steepest month-to-month changes appearing in June (−$0.31), September (−$0.22), November (+$0.38), and December (−$0.25). By contrast, the global series moved with a gentler cadence, averaging just $0.06 in monthly change.
Globally, CPCs averaged about $1.14 over the same period, with a high of $1.32 in November and a low near $1.07 in September. The global curve eased from $1.27 in December 2024 to $1.12 by December 2025, a roughly 12% drop—shallower than Great Britain’s 18% slide.
The year followed a familiar advertising rhythm. Early Q1 ran softer in Great Britain (January $0.93, February $0.84), steadied in March, and held mixed through spring with a May bump. Q3 marked the weakest stretch, pulling from $0.88 in July to $0.81 in August before the September trough at $0.59. Q4 brought the expected lift as competition rose, peaking in November at $1.09, then easing into December.
Great Britain’s Consumer Goods CPCs undercut the global benchmark in every month, averaging roughly 24% below global levels. The gap was narrowest in May, when Great Britain trailed by just 8% ($1.04 vs. $1.14). It was widest in September, at 44% below global CPCs ($0.59 vs. $1.07). The global trend rose into November (+24% from September) and eased in December, while Great Britain’s path was more volatile, with sharper dips and rebounds over the same seasonal arc.
In sum, Facebook Ads benchmarks for CPC show Consumer Goods in Great Britain running lower cost-per-clicks than the global average, with a pronounced late-summer trough, a clean Q4 lift, and higher month-to-month variability. Understanding CPC trends and country-specific ad costs for Consumer Goods in Great Britain helps contextualize industry ad performance against global Facebook Ads benchmarks.
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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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