Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The headline for Healthcare CPC in New Zealand: consistently cheaper than the global market, but notably choppier. Across 2025, New Zealand’s cost per click ran about one-third below the global Facebook Ads benchmarks, with a mid-year lift culminating in June and a dramatic reset in October before a gradual rebound into December. Q3 was the strongest period; Q4 was the softest, diverging from the global pattern where November typically peaks.
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 New Zealand compared to the global benchmark.
Healthcare CPC in New Zealand opened the year at 0.73 in January and closed at 0.74 in December, essentially flat year-over-year (+2%), but the path was anything but flat. The annual average landed at 0.74, with a high of 0.99 in June and a low of 0.39 in October.
Momentum built from a soft April (0.55) into a May–June surge (0.83 → 0.99), then cooled slightly in July–August (0.89–0.84). September ticked up to 0.94 before the steepest monthly drop of the year to October’s 0.39 (−0.55 points). A partial recovery followed in November (0.59) and a further lift in December (0.74).
Monthly volatility averaged 0.17 points, driven by the May lift (+0.28), June’s continued rise (+0.16), and the October reset (−0.55). By comparison, the global series moved in smaller increments most months.
Seasonality showed a clear rhythm for New Zealand’s Healthcare CPC:
Globally, CPC patterns were steadier through the first three quarters, with a typical Q4 rise driven by competition: October–November lifted to a November high before a December reset. New Zealand diverged here, with an outsized October drop and a slower recovery into year-end.
Through 2025, New Zealand’s Healthcare CPC averaged 0.74 versus a 1.13 global average—about 35% below market. The gap persisted every month, but its size shifted:
Global CPC peaked in November at 1.32 and saw its low in December at 1.05, ending the year down about 6% from January (1.12 → 1.05). New Zealand, conversely, ended nearly where it began (0.73 → 0.74), but with roughly triple the month-to-month volatility (0.17 vs. the global 0.06).
In sum, Facebook Ads CPC trends for the Healthcare industry in New Zealand show country-specific ad costs that are consistently below global benchmarks, with a pronounced mid-year lift, a sharp October dip, and a measured Q4 rebound. Understanding these CPC benchmarks for Healthcare in New Zealand helps teams evaluate industry ad performance against global patterns and anticipate where local dynamics may diverge from the market.
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 New Zealand, 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–early December (Black Friday/Cyber Monday), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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