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 ads in Brazil ran well below the global Facebook Ads benchmarks for cost-per-click (CPC) across the period, but the year was anything but quiet. CPCs eased through mid‑year, hit a deep trough in August, then surged in November before resetting in December. The pattern shows a market with low absolute costs but pronounced month-to-month swings, with November standing out as the sharpest spike and August as the low-water mark.
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 Brazil compared to the global benchmark.
Brazil’s Entertainment CPC started at $0.32 in December 2024 and ended at $0.11 in December 2025, a 66% year-over-year decline. Over the 13-month window, CPC averaged $0.30, ranging from a low of $0.096 in August to a high of $0.78 in November.
The early months were relatively steady: Q1 2025 averaged $0.34 (January at $0.35, February at $0.30, March at $0.38). Costs then eased through Q2 (averaging $0.26), slipping from $0.33 in April to $0.21 by June. Q3 marked the trough: July dropped to $0.10 and August set the yearly low at $0.096. A sharp rebound followed—September jumped to $0.34 (+249% vs. August), followed by $0.39 in October. The most dramatic move came in November at $0.78, more than double the yearly average, before a reset to $0.11 in December.
Volatility was pronounced. Average absolute month-to-month movement was $0.15—roughly half of the average CPC—underscoring a choppy market shaped by a few outsized swings rather than incremental shifts.
The rhythm followed a classic arc for country-specific ad costs: steady in Q1, easing through late Q2, softest in Q3, and re-acceleration in Q4. The July–August trough marked the year’s quietest stretch, with sub‑$0.10–$0.10 CPCs indicating lighter auction pressure. The rebound began in September, cresting in November before a December cooldown. Performance typically tightens in Q4 as competition rises, and the November spike fits that broader pattern, while the December pullback points to a short, concentrated burst rather than a sustained run-up.
Against the global CPC trends, Brazil’s Entertainment CPCs were consistently lower. Brazil averaged $0.30 versus the global $1.13—about 73% below the worldwide Facebook Ads benchmarks. The gap varied widely: at its narrowest in November, Brazil was 40% below global CPCs ($0.78 vs. $1.30); at its widest in August, Brazil sat 91% below ($0.096 vs. $1.10). Throughout Q1–Q3, Brazil generally tracked 65–80% below the market, with July–August dipping over 90% below.
Global CPCs were steadier, running between $1.06 and $1.30 with an average monthly swing of $0.07 (roughly 6% of the global mean). By contrast, Brazil’s $0.15 average monthly change equated to about 49% of its mean—more volatile relative to level. Both Brazil and the global benchmark lifted into Q4, but Brazil’s spike was sharper and shorter-lived, culminating in November before the December reset.
These Facebook Ads benchmarks highlight CPC trends for Entertainment in Brazil: low absolute costs, pronounced mid‑year softness, and a sharp, Q4‑centric spike. Understanding cost-per-click performance for Entertainment in Brazil helps benchmark country-specific ad costs and industry ad performance against the global trendline.
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 Brazil, 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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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