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 in Brazil saw a year defined by bargain CPCs with big swings. Median cost-per-click hovered far below the global Facebook Ads benchmarks, yet the pattern was choppier, with a deep mid-year trough and an abrupt September spike. Despite that surge, costs ended the period lower than where they began, underscoring a market that is inexpensive but more volatile than the global average.
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 Brazil compared to the global benchmark.
Across December 2024 to November 2025, Brazil’s Education CPC averaged about $0.26, well below the global median of roughly $1.14. The series started at $0.51 in December 2024, dipped through early 2025, and bottomed out in July at just $0.10. A sharp rebound followed: CPCs jumped more than 400% from August ($0.10) to the September high of $0.53, before easing to $0.16 in October and closing at $0.21 in November.
Key markers:
Volatility ran hot. The average month-to-month absolute change was about $0.15, roughly triple the global baseline’s $0.05, reflecting sharper swings and a wider range ($0.10–$0.53) relative to the average.
Seasonality showed a distinct rhythm. Early Q1 was moderate (Jan–Mar averaging ~$0.27), Q2 softened further (averaging ~$0.23), and Q3 split into extremes—record lows in July–August followed by a September spike that reset pricing into the mid-$0.50s. Q4 eased again: October slipped to $0.16 with a mild lift in November to $0.21. This arc contrasts with typical platform-wide CPC trends where costs often firm into year-end; here, the late-year tone remained comparatively soft after September’s burst.
Brazil’s Education CPCs tracked consistently below market. Relative to the global benchmark:
While the global series moved within a tight $1.07–$1.32 band—dipping gently through Q3 and lifting in November to a yearly high of ~$1.32—Brazil’s Education costs were more erratic, with abrupt trough-to-peak movements and a softer Q4 finish.
In summary, CPC trends for the Education industry in Brazil show country-specific ad costs that remain far below the global benchmark, paired with higher month-to-month variability and distinctive mid-year dynamics. Understanding Facebook Ads benchmarks for cost-per-click in Brazil’s Education sector helps contextualize industry ad performance and compare local CPC patterns to global levels.
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 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.
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