Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Healthcare CPCs in Colombia ran well below the global market through 2025, but the story wasn’t simply “cheap clicks.” The year moved in distinct waves: a soft Q2 trough, a sharp Q3 surge peaking in September, and a cooler glide into year‑end. Compared to the steadier global curve, Colombia’s Healthcare CPCs were lower on level and higher on movement, with a few standout swings that set the tone for budget pacing and creative rotations across the calendar.
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 in Colombia compared to the global benchmark.
Across the 11 reported months in 2025, Healthcare CPCs in Colombia averaged about $0.31, starting at $0.42 in January and finishing at $0.21 in December — a 52% decline across the year. The annual high landed in September at $0.53, with a secondary high in March at $0.50. The lows clustered mid‑year: $0.12 in May and a cycle bottom of $0.10 in June. That peak‑to‑trough spread of roughly $0.43 equaled about 1.4 times the annual average, underscoring the market’s amplitude.
Month‑to‑month volatility averaged $0.14 in absolute movement, with the sharpest inflection coming from March to May (a swing of $0.38), followed by a strong climb from July to September. By contrast, global CPCs shifted by an average of $0.06 month‑to‑month, highlighting how Colombia’s Healthcare CPC trends were more than twice as choppy as the worldwide benchmark.
The rhythm was clear. Q1 held relatively firm, averaging $0.43, capped by a March lift. Q2 reset hard: May and June marked the year’s cheapest clicks, bringing the quarterly average down to roughly $0.12. Q3 reversed the slide; CPCs accelerated from $0.15 in July to $0.53 in September, the year’s apex. Q4 eased sequentially — $0.39 in October to $0.21 by December — landing the quarter near $0.27.
This seasonality contrasts with typical global patterns, where CPCs often tighten in Q4. In the worldwide view, CPCs were comparatively steady through Q1–Q3, then ticked higher in November before easing in December.
Against the global Facebook Ads benchmarks, Colombia’s Healthcare CPCs were consistently below market. The global average across the same months was about $1.13 versus Colombia’s $0.31 — roughly 73% lower. The gap was widest in June (about 91% below global levels) and narrowest in September (about 51% below). Globally, CPCs slipped a modest 6% from January to December, while Colombia’s Healthcare CPCs fell 52%, reflecting a steeper full‑year descent. The global series also showed a pronounced November spike to $1.32, which Colombia did not mirror, instead continuing its Q4 cool‑down.
Overall, the Colombia Healthcare series combined structurally lower country‑specific ad costs with higher intra‑year movement than the global trend — a choppier arc with a deep mid‑year trough and a short, decisive Q3 crest.
Understanding Facebook Ads CPC benchmarks for the Healthcare industry in Colombia — from the Q2 lows to the September peak and the year‑end fade — helps frame CPC trends, country‑specific ad costs, and industry ad performance relative to the global baseline.
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. For campaigns targeting Colombia, 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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Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform 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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