Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Healthcare CPC in India ran dramatically below the global benchmark across the period, yet with notable swings of its own. A sharp Q1 surge gave way to a prolonged mid-year trough and a low, steady finish into Q4. The result is a market that is inexpensive in absolute terms but relatively choppy month to month. 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 India compared to the global benchmark.
Cost Per Click (CPC) for India’s Healthcare category started at 0.031 in December 2024 and ended lower at 0.010 in November 2025, a 68% decline over the period. The average CPC was 0.029, with a wide range between the March high of 0.117 and the June low of 0.0055. The year’s defining swing came early: CPC climbed from 0.017 in January to 0.097 in February (+472%), then peaked at 0.117 in March (+21% month over month) before crashing 91% into April (0.010). After that break, costs hovered in a very tight band: 0.0055–0.011 through November, with a modest October lift to 0.011 and a slight dip to 0.010 in November.
Month-to-month volatility averaged 0.023 points in India’s Healthcare CPC, driven largely by the Q1 spike and April reset. In absolute terms that’s small, but relative to the country’s low base it signals sharp percentage swings. For context, the global series averaged 0.049 points of monthly movement.
The rhythm is clear: an early-year run-up, a second-quarter drop, and a quiet, low-cost second half. Q1 averaged 0.077—nearly seven times higher than the Q3 average of 0.0088. Q2 (0.011) marked the break from the Q1 surge, with June setting the floor at 0.0055. Q3 remained muted, dipping to 0.0069 in September before a mild Q4 stabilization around 0.010–0.011. Globally, the pattern was more classic: a gentle Q2–Q3 softening followed by a pronounced November jump.
Compared with the global Facebook Ads benchmarks, India’s Healthcare CPC sat far below throughout. The global average over the same months was 1.141 versus India’s 0.029—roughly 97–98% lower. The narrowest monthly gap appeared in March, when India’s 0.117 was still 90% under the 1.140 global median. The widest gap came in June, with India’s 0.0055 tracking 99.5% below the 1.078 global reading.
Trendlines differed as well. While the global series edged up overall (+4% from December to November) with a clear Q4 escalation (1.322 in November, the year’s high), India’s Healthcare CPC fell from its December starting point to a low plateau, punctuated only by the early Q1 flare. In absolute moves, India was less volatile than the world; in relative terms, its swings were steeper against a much smaller base.
In sum, Facebook Ads CPC trends for Healthcare in India show extremely low, country-specific ad costs versus the global benchmark, marked by a Q1 spike and extended mid-year calm. Understanding these CPC benchmarks for the Healthcare industry in India helps advertisers evaluate cost dynamics and compare industry ad performance 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. For campaigns targeting India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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