Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Gaming advertisers in Australia ran on noticeably lower cost-per-clicks than the global market, with a sharp Q1 trough and a mid-year rebound that never quite returned to Q4 levels. CPCs fell hard into January, climbed through May and June, then settled into a steadier late‑year range. Volatility was the headline: swings were larger and more frequent than the global Facebook Ads benchmarks, even as the full‑year level stayed persistently below the market average.
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 Gaming in Australia compared to the global benchmark.
Across November 2024 to October 2025, Australia’s Gaming CPC averaged 0.81, peaking at 1.45 in November and bottoming at 0.45 in January—a full point of spread. The market opened high in November (1.45), eased in December (1.02), and then collapsed to the yearly low in January (0.45), a 56% month-over-month drop. From there, CPCs rebuilt gradually—February (0.49) and March (0.51), then April (0.55)—before a sharp May lift to 0.95 (+72% MoM) and a secondary peak in June at 1.05. The summer cooled again: July fell to 0.76 (−27% vs. June), August held near 0.78, and September ticked up to 0.87, with October easing slightly to 0.84.
Month-to-month volatility averaged 0.18 points in Australia—roughly 4x the global baseline’s 0.05—driven by outsized moves in December→January, April→May, and June→July. Despite the turbulence, the twelve-month arc closed 42% below the November starting point, while remaining comfortably under global CPCs most months.
Seasonality showed through clearly. Q4 was costlier, led by November’s high; costs softened into the new year, with Q1 averaging just 0.48. Q2 marked the rebound (0.85 average), peaking in June, and Q3 normalized to a tighter 0.76–0.87 band. October landed near that post‑summer range at 0.84.
Globally, CPC trends were steadier: after a December bump (1.28), the market drifted downward through Q2 and Q3, reaching roughly 1.05 by October. The global pattern reflects typical end‑of‑year competition and a measured deflation into mid‑year, in contrast to Australia’s more pronounced Q1 trough and mid‑year surge.
Relative to the global benchmark (1.14 average for the period), Gaming CPCs in Australia averaged about 29% below market. The gap was narrowest in November (about 1% below) and June (around 2% below). It widened dramatically in Q1: January ran 60% under global CPCs, with February and March 57% and 55% below, respectively. Through Q3, Australia remained 16–29% cheaper than global CPCs. While the global line trended gently down (−28% from November to October), Australia’s path was choppier—sharp decline, decisive rebound, then stabilization—underscoring higher country‑specific ad costs volatility in this vertical.
Understanding Facebook Ads CPC benchmarks for the Gaming industry in Australia highlights a market that is consistently below global costs but markedly more volatile, with a deep Q1 trough and a mid‑year rebound. These CPC trends provide a country‑specific lens on ad costs that complements broader Facebook Ads benchmarks across CPM analysis and CTR performance, helping teams gauge how Gaming in Australia compares to global 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 Gaming industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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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Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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