Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across Facebook Ads benchmarks, India stands out for exceptionally low cost-per-clicks. From December 2024 to December 2025, CPC for all industries in India averaged around $0.17, with pricing that was consistently far below the global median near $1.12. The year told a two-part story: a steady lift into a late-summer peak, followed by a sharp Q4 compression and a mild December rebound. Volatility was moderate in dollar terms but pronounced relative to India’s low base, with August and November emerging as the standout months.
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 all industries in India compared to the global benchmark.
India’s CPC opened at $0.18 in December 2024 and closed at $0.16 in December 2025, a 15% year-over-year decrease. The 2025 average landed at $0.17, swinging between a high of $0.27 in August and a low of $0.11 in November. The rhythm through the year was clear:
Month-to-month volatility in India averaged $0.045, driven by notable shifts such as March’s drop (−$0.08), the July-to-August surge (+$0.08), and the August-to-September comedown (−$0.09). In contrast, global CPCs ranged from $1.05 to $1.30 over the same period, with larger dollar moves but a steadier profile relative to their higher baseline.
The first quarter in India moved from a January high to a March trough, then steadied and climbed through Q2 into a strong Q3, peaking in August. The fourth quarter saw typical compression: CPCs dipped in October and reached the yearly low in November before recovering in December. By comparison, global CPC trends softened through mid-year, then surged in November before falling back to the yearly low in December. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1—yet India’s mid-year peak in August diverged from the global November spike.
Relative to the global benchmark, India’s CPCs were consistently below market. For 2025, India averaged $0.17 versus a $1.12 global median—about 85% lower. The gap narrowed most in August, when India was roughly 75% below global CPCs ($0.27 vs. $1.10), and widened in November to about 92% below ($0.11 vs. $1.30). The global trend eased 6% from January to December (from $1.12 to $1.05), while India fell 34% over the same span (from $0.23 to $0.16). Volatility averaged $0.045 per month in India versus $0.069 globally; in relative terms, India’s swings were sharper given the lower base.
Overall, Facebook Ads CPC trends for all industries in India show structurally lower country-specific ad costs, a mid-year crest, and a softer Q4 than the global pattern. Understanding cost-per-click benchmarks for all industries in India helps advertisers evaluate CPC performance and compare industry ad performance to global Facebook Ads benchmarks.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
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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