Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Entertainment’s Facebook Ads cost-per-click sat well below the global market for most of the year, but the real story is the build: a soft first half, a steady third-quarter climb, and a decisive Q4 surge that narrowed the gap with the all-industry benchmark. Volatility was also more pronounced than the broader market, with sharper month-to-month moves and a clear seasonal crescendo into the holidays.
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 Entertainment across all countries compared to the global benchmark.
Across 2025, median CPC for Entertainment averaged about $0.41 globally, starting at $0.31 in January and finishing at $0.78 in December. The year’s low came in June at $0.26, followed by a progressive climb to the high in December ($0.78). The arc is clear: a Q2 trough, a Q3 recovery, and a Q4 breakout.
Key monthly movements:
Month-to-month volatility averaged roughly $0.08, with minimal change in October (+$0.004) and the largest jump in December (+$0.20). From the June low to the December high, CPC nearly tripled (+199%), underscoring a late-year reset in pricing for Entertainment ads across all countries.
The rhythm of the year followed a classic pattern but with steeper contours than average:
Performance typically tightens into Q4 as competition rises, and Entertainment CPCs reflected that intensification distinctly, with a pronounced late-year climb after a subdued midyear.
Relative to the global all-industry benchmark, Entertainment CPCs remained markedly lower in level but more dynamic in movement:
The global benchmark’s low was September ($1.07) with a peak in November ($1.32). Entertainment’s low was June ($0.26) and peak December ($0.78), yielding a wider absolute range for Entertainment despite lower overall levels.
In sum, Facebook Ads CPC trends for the Entertainment industry across all countries show a low-cost first half, a firming third quarter, and a decisive Q4 surge that narrowed the gap with the global benchmark. These Facebook Ads benchmarks highlight industry ad performance dynamics and country-agnostic ad costs, helping contextualize CPC patterns for Entertainment versus the broader market. Understanding cost-per-click benchmarks for the Entertainment industry across all countries clarifies how this category’s pricing diverges from — and occasionally converges toward — global CPC 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 Entertainment 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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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.
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:
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Cost per thousand impressions across different markets
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Cost per lead across different markets
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