Facebook Ads CPC Benchmarks for Consumer Goods in United States

Introduction

Consumer Goods advertisers in the United States ran materially higher click costs than the global market for most of the year, with a pronounced late-year cooldown that finally converged with worldwide levels in November 2025. The year started elevated after a Q4 2024 spike, eased through mid-year, then found a late Q3–Q4 trough before a modest rebound. Movements were choppier than the global benchmark, with sharper month-to-month swings and a wider range between highs and lows.

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 the United States compared to the global benchmark.

The story in the data

• Starting point to end point: United States Consumer Goods CPC moved from $1.87 in November 2024 to $1.21 in November 2025, a 35% decline year over year. From January to November 2025, CPC eased 12% (from $1.38 to $1.21).
• Highs and lows: The period high came in November 2024 at $1.87; the low landed in October 2025 at $1.15. That $0.72 range was substantially wider than the global range of $0.43.
• Average level: CPC averaged $1.36 across the 13 months, about 18% above the global average of $1.15.
• Volatility: Month-to-month absolute movement averaged $0.09, roughly one-and-a-half times more volatile than the global benchmark (~$0.06).
• Notable swings: A steep Q4-to-Q1 reset saw −17.5% from November to December and −10.5% into January. A brief lift in April (+6.4% vs. March) was followed by a sharper slide into June (−10.8% vs. May). The late-year trough in October rebounded 5.6% in November.

Seasonal and monthly dynamics

The shape reflects familiar Facebook Ads benchmarks seasonality for country-specific ad costs:

• Q4 2024 was inflated, with November peaking before a December reset.
• Early Q1 remained soft, stabilizing by March.
• April delivered a short-lived uptick, after which CPC trended lower through summer.
• The softest stretch arrived late Q3 into October, a period when competition moderates yet demand also thins.
• November 2025 showed the first clear Q4 lift, though still far below the prior-year November peak.

Across 2025, the first half averaged $1.37 versus $1.20 in the July–November window, underscoring a progressively cheaper click environment as the year matured.

United States vs. Global

Throughout 2025, United States Consumer Goods CPCs consistently ran above market:

• The gap ranged from roughly +28% at its widest (April 2025) to +9% in October.
• By November 2025, the spread closed entirely, with both the United States and global benchmarks landing at $1.21.

Trajectory differences were notable. The global trend edged down steadily (H1 2025 at $1.12 vs. $1.09 in July–November), while the United States posted a larger second-half drop (from $1.37 to $1.20). From November 2024 to October 2025, the global benchmark fell 28%, while the United States slid 39%, highlighting the sharper U.S. normalization before the November bounce.

Closing

In summary, Facebook Ads benchmarks for CPC in Consumer Goods show the United States running above the global market for most of the year, with higher volatility, a wider high-to-low range, and a late-year convergence at $1.21. Understanding CPC trends and country-specific ad costs in the Consumer Goods industry in the United States helps benchmark industry ad performance against global patterns.