Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Healthcare’s Facebook Ads cost-per-click ran hot across all countries, consistently sitting above the broader market. Over the last 12 months, CPCs for Healthcare averaged about $1.64, versus a $1.14 global all‑industry benchmark. The year read as a controlled climb with sharp detours: a December surge, an April reset, an August spike, and a September dip before stabilizing into October. Volatility was notably higher than market norms, with larger month-to-month swings and a wider spread between highs and lows.
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.
Starting at $1.47 in November 2024 and ending at $1.55 in October 2025, Healthcare CPCs finished roughly 5% higher over the period. The average settled at $1.64, bracketed by a low of $1.44 in April and a high of $1.89 in August. Key movements punctuated the year: a holiday lift into December ($1.78, +21% vs. November), a February echo peak ($1.78), a decisive pullback in April (down 14% from March), and the sharpest swing in August–September, from the yearly high ($1.89) to a quick trough ($1.46) before a modest October rebound ($1.55).
Volatility stood out. Monthly absolute movements averaged 0.18 points (about 11% of the Healthcare average), nearly four times the global all‑industry average monthly change of 0.05 points. Put simply: Healthcare CPCs were choppier than the market, even though the overall start-to-finish trajectory was relatively flat.
The pattern followed a familiar rhythm with distinctive amplitudes. Q4 brought elevated CPCs, with a clear December spike. Early Q1 stayed firm rather than softening, peaking again in February. Q2 served as the cooldown—April marked the annual low—before momentum rebuilt into early summer. August was the clear outlier high, followed by a September reset and an October stabilization slightly above the yearly starting point.
This cadence—year-end pressure, early-year resilience, mid-year softening, and late-summer escalation—aligns with typical paid social seasonality, but Healthcare’s amplitude was bigger than average, especially in August and the subsequent September correction.
Against the global benchmark, Healthcare CPCs were consistently above market. On average, Healthcare ran 43% higher than the all‑industry global baseline ($1.64 vs. $1.14). The narrowest gap appeared in November 2024, when Healthcare was roughly 1% above the market. The widest spread came in August 2025, at about 74% above global levels.
Trendlines diverged as well. The global all‑industry CPC drifted downward across the year (−28% from November to October), while Healthcare ended slightly higher (+5%). Month to month, the market moved gently (average swing ~0.05), whereas Healthcare’s movements were more pronounced (~0.18), confirming higher volatility relative to the global benchmark.
In sum, Facebook Ads benchmarks show Healthcare CPC trends across all countries averaging $1.64, with a low in April, a pronounced August peak, and a steady October finish—consistently above the $1.14 global all‑industry CPC. Understanding cost-per-click patterns for Healthcare across all countries helps frame country-specific ad costs within broader industry ad performance, and complements CPM analysis and CTR performance benchmarking when comparing 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 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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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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