Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all countries, Healthcare CPCs ran materially above the global all‑industry benchmark and moved with sharper swings. The year opened with a Q4 pop, eased into spring, then surged mid‑summer before a September reset and a firm Q4 lift. The standout contrast: while global CPCs drifted lower through most of 2025, Healthcare ended the period higher than it began, with August setting the annual peak and September the floor.
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 Healthcare across all countries compared to the global benchmark.
Healthcare CPC averaged $1.63 across the period, starting at $1.50 in November 2024 and finishing at $1.70 in November 2025, a 13% rise year over year. The high was $1.84 in August 2025 and the low was $1.43 in September 2025, a spread of roughly 25% of the average.
Momentum came in waves. From November to December 2024, CPC jumped 17% ($1.50 to $1.76), eased 5% in January, and returned to December territory in February ($1.76). A spring softness set in by April ($1.46), roughly 17% below February. From May to July, CPCs stabilized in a tight $1.62–$1.66 band, before a sharp August lift to the annual high ($1.84). That surge was followed by a pronounced September reset to $1.43 (−22% month over month), then a measured October rebound to $1.51 and a renewed lift to $1.70 in November.
Monthly volatility in Healthcare averaged $0.16, meaning the typical absolute change from one month to the next was sixteen cents. That’s notably choppier than the all‑industry baseline.
On the baseline side, global all‑industry CPC averaged $1.15. It began at $1.44 (November 2024), dipped steadily through 2025 to a low of $1.05 in September, ticked up in October ($1.08), and rebounded to $1.27 in November 2025. From start to finish, the baseline declined 12%.
Seasonality showed a familiar rhythm with Healthcare across all countries: a Q4 uplift into December, a spring dip peaking in April, steady midsummer costs, then a late‑summer spike in August and a September reset. Q4 2025 rebuilt momentum, with October and November posting consecutive gains.
The global all‑industry pattern was softer. After December 2024, CPCs trended down most of 2025, bottoming in September before a modest Q4 recovery. The August spike that defined Healthcare’s year was absent in the baseline, underscoring industry‑specific dynamics rather than marketwide seasonality.
Healthcare across all countries consistently priced above market every month. The premium averaged about 41% over the global all‑industry CPC ($1.63 vs. $1.15). The gap was narrowest in November 2024, when Healthcare sat just 5% above the market, and widest in August 2025 at roughly 69% above. While the global trend slipped 12% overall, Healthcare rose 13% over the same span. Volatility in Healthcare (average monthly move of $0.16) was nearly three times the baseline ($0.06), highlighting more pronounced swings around an elevated level.
In short, Facebook Ads benchmarks for cost‑per‑click in Healthcare across all countries show higher‑than‑market CPCs, sharper month‑to‑month swings, and a distinctive late‑summer spike followed by a Q4 rebuild. Understanding CPC trends and country‑agnostic, industry ad performance helps contextualize country‑specific ad costs and compare Healthcare to global CPC analysis over time.
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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. 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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