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 Education industry in India spent the year at a very different cost curve than the global market: Facebook Ads CPC trends averaged just $0.09 in India versus $1.14 globally, a persistent discount of roughly 92% across the period. The local story moved in waves—an early-year lift to a March peak, a mid-year slide to a September low, and a late-year rebuild—while the global benchmark stayed steadier until a pronounced Q4 spike. Volatility in India looked modest in dollars but sharp in relative terms, with standout moments in March (peak) and September (trough).
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 India compared to the global benchmark.
Across December 2024 to November 2025, Education CPC in India averaged $0.09, starting at $0.02 in December and ending at $0.06 in November (+189% from the unusually low December base). The high point was March at $0.16, followed by another elevated print in May ($0.14). The low arrived in September at $0.01, with secondary troughs in December ($0.02) and July ($0.04). The range was wide for such low absolute costs—about $0.16 from low to high—which framed a choppy year.
Month-to-month movement underscored that choppiness. The largest climb came right out of the gate in January (+$0.09 vs. December), and the steepest drop hit in July (−$0.10 vs. June). Average absolute month-over-month change landed at $0.04, meaning swings equaled roughly half of the series’ mean price. By comparison, the global benchmark averaged $1.14 across the same months, with a tighter pattern punctuated by a November high of $1.31 and a September low of $1.06. Global month-over-month volatility averaged $0.05—bigger in dollars, but only about 5% of the global average.
Seasonality came through clearly. India’s CPC built steadily through Q1, topping out in March, eased through Q2, dropped sharply into July, and bottomed in September. The final stretch brought a measured rebound in October and November, still well below the March ceiling.
The global rhythm looked more classic: softer early-year costs, a mild mid-year dip, then a pronounced November lift—consistent with Q4 competition pushing CPCs higher. The September low globally matched India’s timing for a trough, but without the extreme amplitude seen in India’s Education CPC.
Relative to the global benchmark, India’s Education CPC remained below market every month, by a wide and durable margin. The gap was narrowest in March, when India’s $0.16 sat about 86% below the global $1.14. It was widest in September, with India’s $0.01 roughly 99% below the global $1.06. On average, India trailed by around 92% across the period.
Trend momentum also diverged. The global line edged up just 2% from December to November, whereas India rose 189% over the same span because of an exceptionally low December base, then oscillated more sharply month to month. In percentage terms, India’s path was more volatile even as its absolute CPC remained remarkably low versus world levels.
In short, Facebook Ads benchmarks for CPC in the Education industry show India running far below global pricing, with a Q1 lift, a mid-year slide, and a modest Q4 recovery. Understanding CPC trends for Education in India—alongside the global benchmark—helps frame country-specific ad costs and industry ad performance through a data-driven lens.
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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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