Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Education advertisers in Australia ran materially cheaper than the global benchmark through 2025, yet the year wasn’t quiet: costs softened into midyear, then surged late with a decisive Q4 rebound that culminated in December’s peak. Volatility was pronounced, with several sharp month-to-month swings and two standout spikes in August and Q4. 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 in Australia compared to the global benchmark.
CPC trends for Education in Australia started at 0.77 in January and closed at 0.99 in December, a 29% rise across the year. The annual average landed at 0.74, with a low of 0.62 in October and a high of 0.99 in December. The path wasn’t linear: costs eased from January to April (down 18%), rebounded in May (0.73), dipped again in June, then climbed into a notable August spike at 0.91. After a September pullback, October marked the trough before a strong two-month lift into year-end (November 0.88, December 0.99).
Monthly swings were sizable. Average absolute volatility measured 0.11 points per month, with the sharpest moves in October→November (+0.26, +42%) and August→September (−0.22, −24%). Overall range was wide at 0.38 across the year—about half the annual average—signaling a choppier ride than typical CPC benchmarks.
Globally, CPCs for the baseline hovered near 1.13 on average, peaking in November (1.32) before softening to 1.06 in December. Global month-to-month volatility averaged 0.06—roughly half of Australia’s—highlighting steadier market movement at the global level.
The first half of the year leaned softer for Australia’s Education CPCs, with the lowest early-year point in April. Midyear brought a brief rally into August before a September reset and the October low. Q4 told a different story: despite an unusually soft October, costs accelerated sharply into November and reached the annual high in December. In the global data, seasonality followed a familiar shape—firming through October, spiking in November, then easing in December—while Australia’s pattern was more staggered, with its peak arriving a month later.
Australia’s Education CPCs stayed below global Facebook Ads benchmarks every month of 2025, averaging 34% lower than the global CPC. The gap fluctuated widely: it was narrowest in December (Australia just 6% below global) and widest in October (45% below). Relative momentum also diverged. The global series ended slightly below where it began (−6% from January to December), while Australia’s climbed into year-end (+29%). Q4 highlighted both alignment and contrast: both markets saw a November jump, but Australia extended the surge into December as the global curve retraced.
Facebook Ads cost-per-click benchmarks for the Education industry in Australia point to consistently lower country-specific ad costs than the global average, with higher volatility and a late-year upswing. Understanding CPC performance and industry ad performance patterns in Australia helps teams contextualize Education CPC trends against broader global 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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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 December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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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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