Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Global Finance CPC spent most of the year running above the market, with sharp surges in Q1 and a renewed lift into late Q4. After a soft December, Finance click costs climbed rapidly through February, eased mid-year, and then re-accelerated into November — a more dramatic arc than the steadier, lower global baseline. Volatility was a defining feature: swings were larger and more frequent than the overall market, with standout highs in February, July, and November.
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 Finance across all countries compared to the global benchmark.
Across November 2024 to November 2025, Finance CPC averaged $1.63, ranging from a low of $1.06 in December 2024 to a high of $1.94 in November 2025 — an 82% spread between trough and peak. The period opened at $1.33 in November 2024 and closed at $1.94 in November 2025, a 46% lift end to end.
Key movements show a choppy, momentum-driven pattern:
On average, Finance CPC moved 0.26 points month to month, signaling pronounced volatility compared with the broader market.
Seasonally, the Finance curve showed a December trough, an accelerated Q1, a June reset, and a late-year climb. The December softness contrasts with the typical Q4 pressure seen in many categories, but the November finish aligns with the common late-year uptick in competition. Mid-year was mixed: a notable June dip interrupted otherwise elevated spring and summer levels, while July delivered one of the sharpest rebounds of the cycle.
Against the global Facebook Ads benchmarks, Finance CPC carried a sizable premium. The global baseline averaged $1.15 over the same months, versus $1.63 for Finance — a 41% uplift. Finance lagged the market briefly in November–December 2024 (−7% to −17% below global), then moved decisively above baseline from January onward, typically by +28% to +72%. The narrowest post-January gap came in June (+28%), while February and July were among the widest (+70% and +72%).
Where the baseline drifted in a tight $1.07–$1.13 range for most of the year, rising to $1.27 in November, Finance was more volatile — about 4.5x the month-to-month movement of the global trend (0.26 vs. 0.06). The global market eased from late 2024 levels and only modestly lifted late in the year, while Finance traced a higher and choppier path.
In short, Facebook Ads benchmarks for CPC in the Finance industry across all countries point to higher-than-market costs, pronounced Q1 strength, a mid-year reset, and a strong November finish. Understanding CPC trends for Finance across all countries helps teams contextualize country-specific ad costs against the steadier global benchmark and track how industry ad performance diverges from broader market patterns.
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 Finance industry, Facebook ad costs can be typically higher due to high competition and valuable conversions. 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:
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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