Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Healthcare CPCs ran consistently above the market this period, with a mid‑year climb into August, a three‑part dip in April, September, and December, and a decisive rebound to start 2026. While the global benchmark softened into year‑end, Healthcare across all countries held its ground and ultimately closed higher than it opened — but with sharper month‑to‑month swings than the broader market. Standout moments included an August peak, a steep September pullback, and the strongest relative premium over global levels in January 2026.
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.
The global benchmark followed a different arc: a modest first‑half drift, a Q4 spike in November ($1.32), and a pronounced drop in December ($1.05) and January 2026 ($0.85). Across the same window, global CPC averaged $1.11.
Healthcare CPCs showed a familiar rhythm with three softer pockets:
The mid‑year build from May through August was the strongest run, culminating in the August peak. Q4 was two‑paced: a lift in November followed by a December reset. In contrast, the global series saw its sharpest rise in November and a steeper late‑Q4 to January decline.
Across all countries, Healthcare CPCs sat well above Facebook Ads benchmarks globally. On average, Healthcare ran about 50% higher than the global CPC ($1.66 vs. $1.11). The premium typically ranged from roughly 40% to 60% in most months:
Trend direction also diverged. The global line declined overall (−25% from January 2025 to January 2026), whereas Healthcare rose (+8%) and experienced more pronounced absolute volatility (average monthly swing of $0.18 vs. the global $0.07).
These Facebook Ads benchmarks highlight CPC trends for Healthcare across all countries: consistently above market levels, a mid‑year climb into August, softer beats in April, September, and December, and a strong January rebound. Understanding cost‑per‑click performance for the Healthcare industry across all countries helps marketers compare industry ad performance to the global pattern and evaluate country‑agnostic, country‑specific ad costs within broader CTR performance and CPM analysis frameworks.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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