Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Energy and Mining CPC trends across all countries moved in sharp waves against a steadier global market. Over the 10-month window, the industry averaged 1.25 CPC versus the 1.15 global benchmark—about 8% higher overall—but with far larger month-to-month swings. The story is one of surges and slumps: a December–January lift, a steep February–March dip, a powerful June spike, and then a slide to August lows. 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 Energy and Mining across all countries compared to the global benchmark.
Energy and Mining CPCs began at 0.92 in November, surged to 1.80 in December and 2.13 in January, then dropped hard to 0.59 in February and 0.42 in March. A spring rebound carried CPCs to 1.67 in April and 1.32 in May, peaking at 2.57 in June before falling to 0.65 in July and a period low of 0.39 in August. Across the period, CPC averaged 1.25, ranging from 0.39 (August) to 2.57 (June). The average absolute month-to-month change was 0.88 points—showing pronounced volatility.
By contrast, the global benchmark trended narrowly lower through the same months, averaging 1.15 with a range of 1.03–1.47. Global month-to-month movement averaged just 0.06 points, underscoring how much choppier Energy and Mining was—about 15 times more volatile.
The rhythm diverged from typical market seasonality. While global CPCs eased steadily from November to mid-year, Energy and Mining spiked in early Q1 (December–January), slipped into a February–March trough, rebounded in April–May, and then hit a pronounced mid-year high in June. The early Q3 period softened again, with July falling and August marking the annual low. In short: a high-variance pattern with alternating bursts of auction pressure and easing periods.
Relative to the global benchmark, Energy and Mining toggled between above- and below-market pricing—five months higher and five months lower. It under-ran the market in November (−37%), February (−48%), March (−63%), July (−38%), and August (−63%). It ran above market in December (+39%), January (+87%), April (+49%), May (+19%), and especially June (+150%). The narrowest gap was in May, when Energy and Mining CPCs were 19% above global; the widest gap was June’s 150% premium. Over the full window, the global trend slipped gently (−28% from November to August), while Energy and Mining fell more sharply (−57%) from its November start to the August low—an outcome driven by outsized interim peaks.
Facebook Ads benchmarks for CPC show Energy and Mining across all countries running slightly above global averages but with substantially greater volatility, including a June spike to 2.57 and an August low of 0.39. Understanding CPC trends and country-specific ad costs within this industry ad performance lens helps teams compare Energy and Mining to global patterns and align expectations around market variability.
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 Energy and Mining industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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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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