Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Education advertisers across all countries spent the past year on a distinctly different CPC path than the broader market. Costs began elevated in late 2024, eased through early spring, then briefly rebounded mid‑summer before sliding into the lowest levels of the year by November 2025. Compared to the global, all‑industry benchmark, Education’s CPCs were generally lower, but moved with sharper month‑to‑month swings and a notable Q4 divergence. 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 Education across all countries compared to the global benchmark.
Across November 2024 to November 2025, Education’s Facebook Ads CPC averaged $1.06, below the $1.15 global all‑industry average. The period opened high at $1.50 in November 2024 and ended at $0.71 in November 2025—an overall decline of 53%. The low point was November 2025 ($0.71), while the intra‑year high after the holidays came in July 2025 at $1.22.
The rhythm was choppy but readable. After December’s step down to $1.28, CPCs fell to a Q1 trough near $0.99 in January, lifted to $1.12 in February, and edged down to $1.07 in March. April marked a softer valley at $0.90 before costs climbed into early summer, peaking at $1.22 in July (+36% versus April). From there, CPCs eased through August–October ($1.04 → $0.92) and then dropped sharply into November ($0.71).
Volatility was a defining characteristic: the average absolute month‑to‑month move for Education was $0.14, more than twice the global benchmark’s $0.06. The largest monthly shifts appeared at the bookends: −$0.29 from December to January and −$0.21 from October to November.
Seasonality showed familiar contours with twists. Late‑Q4 2024 opened expensive, easing into January as post‑holiday competition receded. A spring lull (April at $0.90) gave way to a mid‑year lift through July, a common pattern as enrollment cycles and summer campaigns support spend. The back half trended down, culminating in an unusually soft November 2025 that bucked typical Q4 competition. In short: early‑year softness, midsummer firmness, and a steeper‑than‑usual slide into late Q4.
Relative to the global benchmark, Education CPCs were lower on average (−8%) and more volatile. Education underperformed the all‑industry average in 9 of 13 months. Notable exceptions: November 2024 ran about 5% above market; June 2025 was effectively at parity; and July 2025 outpaced global by roughly 14%. The narrowest gap appeared in December 2024 (near parity), while the widest gap came in November 2025, when Education CPCs were 44% below the broader market as global CPCs spiked seasonally and Education costs fell.
Trajectory also diverged. The global series hovered near $1.13 for most of the year, dipped in early summer, and surged to $1.27 in November 2025. By contrast, Education rose into July, then slid steadily, ending the year far below both its own starting point and the late‑year global spike. In momentum terms, the global line was steadier (+19% from July to November), while Education was choppier (−42% from July to November).
Facebook Ads CPC benchmarks for the Education industry across all countries show a year of below‑market costs, sharper volatility, and a late‑year decline that diverged from global Q4 patterns. These CPC trends provide a clear lens to evaluate country‑specific ad costs, compare industry ad performance, and contextualize CPM analysis and CTR performance against 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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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