Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Australia’s Entertainment market ran consistently below the global Facebook Ads cost-per-click benchmark, yet the story is one of rising momentum and a pronounced Q4 lift. CPCs opened around 40 cents in December 2024, dipped to a February trough, and then climbed steadily into a November peak before easing into December. Volatility was more pronounced than the global pattern, with sharper month-to-month swings and a late-year surge that narrowed the gap versus worldwide costs. 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 in Australia compared to the global benchmark.
Across the 13-month window, Entertainment CPCs in Australia averaged $0.49, ranging from a low of $0.31 in February 2025 to a high of $0.82 in November 2025. The period began at $0.41 in December 2024 and ended at $0.68 in December 2025—an increase of roughly 68% over the year. The most notable inflections were February to March (+$0.18, about +58%), August to September (+$0.22, about +51%), and October to November (+$0.22, about +36%). There were also cooling periods, including June to July (−$0.14, about −29%) and the year-end move from November to December (−$0.13).
Volatility averaged about $0.12 per month—roughly 24% of the average CPC—indicating a choppier ride than the market as a whole. From the February low to the November peak, CPCs more than doubled (+164%), underscoring the late-year intensity in country-specific ad costs for Entertainment.
The rhythm aligns with familiar seasonal behavior. Q1 was the softest stretch, averaging $0.41 from January to March. Mid-year costs firmed, then accelerated into Q4: October landed at $0.60, November spiked to $0.82, and December cooled slightly to $0.68. The Q4 average of $0.70 was roughly 72% higher than Q1, reflecting heightened competition and demand often seen in Entertainment around the holiday period. The cadence—trough in late summer (February), gradual recovery through mid-year, and a strong Q4—illustrates a clear seasonal pull.
Relative to the global benchmark, Australia’s Entertainment CPCs were consistently below market. The global average over the same period was approximately $1.14, while Australia’s Entertainment average was $0.49—about 57% lower overall. The monthly gap ranged from roughly 73% below global levels in February to about 38% below in November–December, indicating a notable convergence late in the year. While global CPC trends were comparatively steady (+3% from Q1 to Q4), Australia’s Entertainment CPCs rose sharply (+72% from Q1 to Q4) and showed higher volatility (average monthly swing of $0.12 versus the global $0.07).
In summary, Facebook Ads benchmarks for cost per click show the Entertainment industry in Australia operating well below global CPCs, with a pronounced Q4 lift and higher month-to-month variability. Understanding CPC trends and country-specific ad costs for Entertainment in Australia provides a clear lens on how local dynamics diverge from the global pattern, enriching any CPM analysis or CTR performance context with grounded industry ad performance comparisons.
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. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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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Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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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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