Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Education advertisers in Australia ran cheaper than the market all year, with CPCs consistently below the global benchmark and a steeper slide into late Q3. The story is one of steady easing through early 2025, a sharp reset in June, a brief July rebound, and a decisive step-down to the year’s low in September. Volatility was meaningfully higher than the global trend, with several months posting double‑digit percentage swings.
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.
Across November 2024 to September 2025, Australia’s Education CPC averaged 0.85, ranging from a high of 1.25 in November to a low of 0.38 in September. The period began at 1.25 (November), eased to 1.04 in December (−17%), and continued to soften into January at 0.88. A modest lift in February–March took CPCs back near 0.95, followed by a softer April (0.85) and a small May uptick (0.92).
The inflection arrived in June: CPCs fell to 0.59 (−36% month over month), the sharpest single-month move of the year. July rebounded to 0.87 (+46%), before momentum cooled again in August (0.70) and then broke to the period low in September at 0.38 (−46% vs. August). Measured as average absolute month-to-month movement, volatility ran at 0.17 points — almost three times the global benchmark’s 0.06.
The pattern aligns with familiar Facebook Ads benchmarks: elevated Q4 costs, a Q1 comedown, and choppier movement midyear. For Australia’s Education category:
The rhythm shows intermittent rebounds but a clear downward trajectory, with September marking the softest point of the period.
Against the global benchmark, Australia’s Education CPCs were consistently below market. The global average sat at 1.14 across the same months, versus Australia’s 0.85 — roughly 25% lower on average. The gap fluctuated through the year:
Both series trended down, but the slope differed: the global benchmark fell about 35% from November to September, while Australia’s Education CPCs declined roughly 70% over the same window, with more pronounced monthly swings.
Overall, Facebook Ads benchmarks show Education CPC trends in Australia running cheaper and more volatile than the global norm, with a pronounced late‑Q3 downdraft. Understanding cost‑per‑click benchmarks for the Education industry in Australia helps quantify country-specific ad costs and situate industry ad performance against global CPC 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 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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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.
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.
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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