Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The Design category in Brazil posted an exceptionally low cost-per-click in May 2025, coming in at roughly $0.12 — about one-tenth of the global Facebook Ads benchmark for the same month (around $1.14). Against a global backdrop that oscillated but stayed largely in the $1.05–$1.30 range across the year, Brazil’s Design CPC looks structurally cheaper at this observed point. The global series featured a typical Q4 flare-up and a sharp December cooldown, while Brazil’s snapshot lands in late Q2, a period that’s usually mid-pack globally.
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 Design in Brazil compared to the global benchmark.
Globally, median CPC averaged about $1.13 from December 2024 through December 2025. The year opened high at $1.28 in December 2024, eased into a steady Q1 around $1.12–$1.14, then softened mid-year (June–September mostly $1.07–$1.10). The most expensive month arrived in November 2025 at $1.30 before a decisive retrenchment to the annual low of $1.05 in December 2025. That arc translates to an 18% decline from December to December, with a full-year range of $0.25 (from $1.05 to $1.30).
Volatility in the global benchmark averaged $0.07 month to month, with sharper-than-usual swings in Q4: +$0.20 from October to November and −$0.25 from November to December. By comparison, May 2025 sits almost exactly at the global mean (~$1.14 vs. a $1.13 average).
Brazil’s Design result for May stands out: a $0.12 CPC — roughly 89% below the global level for the same month and even 89% below the global low of the year (December’s $1.05). With a single observation, we can’t narrate a local arc, but the May reading places Brazil dramatically below market.
Global CPC trends show familiar seasonality: a contained Q1, softening through the mid-year months as competition eases, and a pronounced Q4 run-up that peaks in November before resetting lower in December. Within that rhythm, May is a middle-of-the-road month globally. The Brazil Design datapoint appears during this “steady” period yet prints far below global medians, indicating significantly lower country-specific ad costs at that time for the Design industry.
In short, Facebook Ads benchmarks indicate that CPC trends for the Design industry in Brazil were exceptionally low in May 2025 relative to the global pattern. Understanding cost-per-click performance for Design in Brazil — and how it diverges from the market-wide CPC baseline — helps frame country-specific ad costs and industry ad performance alongside broader CTR performance and CPM analysis.
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 Design 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.
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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