Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Globally, Fitness & Training Centers ran “above market” on Facebook Ads cost-per-click throughout the period, with CPCs consistently higher than the all‑industry global benchmark and a more dramatic end‑of‑year surge. The narrative runs like a fitness cycle: a steady cool‑down into spring, a summer rebuild, and then a sharp Q4 acceleration capped by a standout November spike. Movements were choppier than the global trend, with brief plateaus, quick climbs, and a final sprint.
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 Fitness & Training Centers in all countries compared to the global benchmark.
The Fitness category softened through late winter and early spring, with CPCs easing from November into a shallow April–May trough. The summer period showed a clear rebuild: June and July pushed higher, August cooled, and September re‑accelerated. Q4 was choppy—an October dip followed by a pronounced November spike to the annual high—consistent with the heavier auction intensity that often characterizes late‑year spend.
Across all countries, Fitness CPCs sat above the global all‑industry benchmark every month. The average premium was roughly +28% (1.48 vs. 1.15). The gap was narrowest in April–May (+7–8%) when both markets ran softer, then widened through the back half: July ran +35% above global, September +51%, and November reached the widest spread at +83% (2.32 vs. 1.27). While the global benchmark trended steadily and mildly lower into September before a modest Q4 lift, Fitness showed a more pronounced V‑shape with larger amplitude—rising +27% between November 2024 and November 2025, versus the global decline. In volatility terms, Fitness was materially more variable (0.22 points average monthly swing) than the global market (0.06), reinforcing the sector’s choppier CPC trends.
Facebook Ads benchmarks indicate that CPC trends for Fitness & Training Centers across all countries were persistently higher and more volatile than the global all‑industry average, with a spring trough, summer rebuild, and a sharp November high. These findings situate Fitness industry ad performance within broader Facebook Ads benchmarks, complementing CPM analysis and CTR performance, and help contextualize country‑specific ad costs when comparing global CPC patterns for Fitness & Training Centers.
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 Fitness & Training Centers industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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.
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