Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Energy and Mining advertisers across all countries experienced a whiplash year for Facebook Ads benchmarks on cost-per-click (CPC): long stretches of calm at market-like levels punctuated by dramatic spikes and resets. Compared to the global benchmark, the category ran hotter on average and was far more volatile, with standout surges in late Q2 and early Q3 and an unexpected softening into the holiday period.
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.
CPC trends for Energy and Mining began near parity at $1.14 in January 2025 and ended slightly lower at $1.10 in January 2026 (−3% versus the prior January), but that headline stability masks a turbulent journey. The category averaged $1.59 over the period, ranging from a low of $0.45 in March to a high of $3.73 in September. The spread—about $3.28—signals an unusually wide band for country-specific ad costs rolled up globally.
Momentum shifted sharply through the year:
Volatility was the defining trait. The average month-to-month absolute move was roughly $1.02—far above the market’s typical rhythm—driven by six double-digit cent swings over $1.00, including the July pullback (−$2.36) and November drop (−$2.38) after October’s high.
The category’s rhythm loosely tracked classic cycles, but with sharper amplitudes:
Quarterly averages underscore the shape: Q1 averaged $0.73, Q2 $2.27, Q3 $2.05, and Q4 $1.48.
Against the global benchmark (all industries, all countries), Energy and Mining was consistently pricier and markedly more volatile. The global market averaged $1.11 over the same window, with a narrow month-to-month move of about $0.07. By comparison, Energy and Mining’s $1.59 average was about 43% higher, and its month-to-month variability was around 14x the global swing.
Relative positioning oscillated dramatically:
The global trend drifted modestly downward over the year—from $1.12 in January 2025 to $0.85 in January 2026 (−25%)—with a seasonal bulge in November ($1.32). Energy and Mining, by contrast, ended near where it started, but with larger crests and troughs around that center.
Understanding Facebook Ads cost-per-click benchmarks for Energy and Mining across all countries highlights a category defined by high peaks, deep dips, and a sustained premium over the global average. These CPC trends, set against broader Facebook Ads benchmarks and industry ad performance context, help frame how this vertical’s costs diverge from global patterns even as CPM analysis and CTR performance pressures ebb and flow throughout the year.
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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