Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Entertainment advertisers in Brazil spent much of the year buying clicks well below global going rates, but the market moved with a punchy rhythm: a long slide into a Q3 trough, a sharp Q4 surge, and a mild lift into January. Median CPC in Brazil averaged $0.32 across the period versus a $1.11 global median—consistently cheaper, yet noticeably more volatile. The standout moment came in November, when Brazil’s CPC more than doubled month over month and reached its annual high before retreating in December.
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 began 2025 at $0.35 and ended January 2026 at $0.39, a modest +10% lift across the span. The median averaged $0.32, with a low of $0.096 in August and a high of $0.785 in November. The path to that peak was jagged: CPC drifted lower from spring into midsummer—$0.21 in May and $0.21 in June—before hitting its floor around $0.10 in July–August. September broke the lull with a jump to $0.30 (+215% versus August), followed by $0.38 in October and the November surge to $0.785 (+112% month over month). December retraced to $0.356 (−55% from November), then steadied at $0.385 in January.
Volatility was a defining feature. Month-to-month absolute change in Brazil averaged $0.13, with the sharpest swings clustered in Q4: +$0.41 from October to November, then −$0.43 into December. By quarter, the shape is clear: Q1 averaged $0.34, Q2 softened to $0.25, Q3 dipped to $0.17, and Q4 spiked to $0.51 on the back of November’s high.
The year followed a classic seasonal arc for Facebook Ads benchmarks. CPC trends eased through late Q2 and bottomed in mid–late Q3, when engagement is steadier but auction pressure often dips. Momentum then accelerated into Q4: October lifted, November spiked, and December cooled as holiday pressure passed. January 2026 showed a lighter market, with Brazil’s CPC stabilizing slightly above December.
Relative to the global benchmark, Brazil’s Entertainment CPC remained structurally lower throughout. On average, Brazil ran about 71% below global CPCs ($0.32 vs. $1.11). The gap narrowed at the peak: in November, Brazil’s $0.785 was 40% under the global $1.316—its closest approach. The widest gap appeared in August, when Brazil’s $0.096 trailed global CPCs by roughly 92%. Across the year, Brazil’s level hovered 60–90% below global most months.
Trend lines diverged as well. The global benchmark was comparatively steady for most of 2025, then rose into a November high ($1.316) before falling into December and landing at $0.846 in January 2026—down 24% versus January 2025. Brazil’s pattern was choppier: a deeper summer trough, a more dramatic Q4 spike, and a small January rebound. Volatility confirms the difference: Brazil’s average monthly swing of $0.13 was notably higher than the global $0.07, signaling a more reactive local market.
In sum, Facebook Ads CPC benchmarks for Entertainment in Brazil show consistently lower country-specific ad costs than the global average, but with sharper Q4 spikes and deeper Q3 troughs. Understanding these CPC trends helps frame industry ad performance in Brazil against the steadier global pattern.
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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