Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Finance advertisers in the United States faced a pricier and choppier year for cost per click (CPC) than the global market. Median CPCs ran consistently above the worldwide Facebook Ads benchmarks, with sharp mid-year swings and notable highs in February and July. While the global trend eased into year‑end, the United States finished stronger than it started, underscoring a distinct national rhythm within finance industry ad performance. 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 the United States compared to the global benchmark.
Across December 2024 through December 2025, United States Finance CPC averaged about $1.35, versus a $1.13 global average. It opened at $1.20 in December 2024 and closed at $1.39 in December 2025, a 16% lift over the period. The annual low arrived in June at $0.94, followed by the year’s highest readings in February ($1.62) and July ($1.61). That creates a wide $0.68 spread across the year.
Month by month, the narrative moves in clear chapters. CPC built through early Q1—$1.38 in January, peaking at $1.62 in February—before easing into spring ($1.30 in April and $1.22 in May). June marked the trough at $0.94, then CPCs snapped back to $1.61 in July, stabilizing in the low‑$1.40s through August and September. The fall cooled slightly ($1.33 in October; $1.31 in November) before a modest December rebound to $1.39.
Volatility stood out. The United States Finance series saw an average absolute month‑over‑month move of roughly $0.18 per click, with the sharpest swing from June to July (+$0.67). By comparison, the global series moved a milder $0.07 on average each month.
The year organized into four distinct phases:
Global patterns showed a flatter mid‑year profile and a pronounced November surge—a hallmark competitive period—followed by a December drop to the annual low.
Relative to the global benchmark, United States Finance CPCs were pricier and more volatile. The United States averaged about 20% above market ($1.35 vs. $1.13). The global line declined from $1.28 in December 2024 to $1.05 in December 2025 (−18%), while the United States climbed (+16%) over the same span.
Gaps varied month to month:
Overall, the United States Finance series tracked “above market” most of the year, with sharper mid‑year swings and a late‑year profile that didn’t mirror the global November spike.
Understanding Facebook Ads CPC trends for the Finance industry in the United States—set against global Facebook Ads benchmarks—highlights a year of higher, more variable country‑specific ad costs and a distinct seasonal cadence. These CPC benchmarks help frame industry ad performance in the United States relative to worldwide 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. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. 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 (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.
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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