Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Hardware and Networking advertisers in Brazil ran on a markedly cheaper cost base than the global benchmark, with CPCs sitting at roughly a tenth of worldwide levels in late 2024. The short window of data shows a clear Q4 cooling: a steep month-over-month decline from November to December, mirroring the broader seasonal softening seen globally after the November peak. Volatility in Brazil’s CPCs was slightly sharper across those two months than the global average monthly move, but the absolute level remained far below market.
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 Hardware and Networking in Brazil compared to the global benchmark.
Brazil’s Hardware and Networking CPC started at 0.19 in November 2024 and fell to 0.12 in December 2024, a 35% decline in one month. Across this two‑month window, the average CPC was 0.16, with the high in November (0.19) and the low in December (0.12). The single step change from November to December was 0.07 points, indicating a noticeable month-to-month swing.
Globally, CPCs were higher and trending downward across the full horizon from November 2024 to September 2025. The worldwide benchmark eased from 1.47 in November 2024 to 0.95 by September 2025 (−35%), averaging about 1.14 across the period. Month-to-month volatility in the global series averaged 0.06 points, with the largest drops in November–December (−0.18) and August–September (−0.10), and smaller upticks in March and midsummer.
The pattern aligns with familiar Q4 dynamics. Global CPCs peaked in November 2024, then softened into December and continued easing through early Q1, reaching a local trough in February 2025. A brief rebound appeared in March, followed by a gradual glide lower into early summer, a mild plateau in July–August, and a sharper step down into September.
Brazil’s Hardware and Networking CPCs moved in the same seasonal direction during Q4 2024: a pronounced decline after November’s higher-cost environment to a lower December level. While only two months are captured for Brazil, the rhythm echoes the global auction cycle—elevated late November pressure followed by a December cooldown.
Brazil’s CPCs for Hardware and Networking undershot global levels by a wide margin. In November 2024, Brazil’s 0.19 CPC trailed the global 1.47 by about 87%. In December, the gap widened to roughly 90% (0.12 vs. 1.30). Averaged across the overlapping months, Brazil’s CPC was 0.16 versus the global 1.39—about 89% below market. Momentum-wise, Brazil’s month-to-month drop (−35% from November to December) was steeper than the global move over the same interval (−12%), indicating a faster Q4 deflation from a much lower base. On volatility, Brazil’s single observed change (0.07) slightly exceeded the global average monthly swing (0.06) seen across the year.
In short, Facebook Ads CPC benchmarks for the Hardware and Networking industry in Brazil point to a very low cost environment in late 2024, with a decisive Q4 cooldown and a persistent gap below global CPC trends. Understanding these CPC trends and country-specific ad costs helps frame Hardware and Networking industry ad performance in Brazil against 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 Hardware and Networking industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. 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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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