Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Finance advertisers in Great Britain spent most of the year below the global Facebook Ads benchmark on cost-per-click, punctuated by three dramatic spikes that reshaped the average. Across the 13-month window, Great Britain’s Finance CPC averaged about 0.93, versus a 1.13 global average — generally below market — yet August and December surged well above global levels, with December peaking at 4.03. The rhythm is clear: extended stretches of low CPC interrupted by sudden, outsized lifts.
“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 in Great Britain compared to the global benchmark.”
The series opens at 1.08 in December 2024, then plunges to a winter trough in January (0.26) and February (the low of the period at 0.25). March rebounds to 1.34 (+442% vs. February), before easing through spring and early summer in a tight, low-cost band: April to July ranges 0.28–0.57.
The calm breaks in August, when CPC leaps to 2.45 — a +773% surge from July — only to fall back to 0.29–0.39 through September to November. The year finishes with a decisive spike: 4.03 in December, a +928% jump from November and the clear high of the series. Overall, the range for Great Britain Finance CPC spans 0.25 to 4.03, a swing of 3.78 points.
Volatility is a defining feature. Average month-to-month movement clocks in at roughly 0.92 points, far sharper than the global benchmark’s 0.07-point average swing.
Seasonality shows a familiar arc for country-specific ad costs: soft CPC through mid-Q1 (January–February), a brief rebound in March, steady and low through spring and early summer, then a pronounced spike in late summer (August). Q4 splits into two distinct chapters: muted CPC in October and November, then an aggressive December lift, consistent with year-end acquisition pushes that can lift CPCs even as engagement shifts.
Globally, CPC trends were steadier. The global average moved within a narrow 1.05–1.30 band, with a modest late-year downtick from November to December.
Relative performance is mostly below market, with notable exceptions:
Understanding Facebook Ads CPC benchmarks for the Finance industry in Great Britain highlights a market that runs lean most months, with volatility concentrated in March, August, and December. These CPC trends provide a clear reference point for industry ad performance and country-specific ad costs relative to the global benchmark.
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. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.
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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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