Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all industries in India, Facebook Ads CPC trends stayed structurally below the global benchmark yet moved with sharper local swings. From a late-2024 starting point near $0.16, India’s median cost per click climbed into mid-year before peaking in August, then fell hard into Q4, closing 2025 at the lowest point of the period. The global pattern, by contrast, eased through mid-year and ticked up into Q4 with a steadier cadence. 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 began at $0.16 in November 2024 and ended at $0.095 in November 2025, a 40% decline. The year’s high arrived in August at $0.27, while the low landed in November at $0.095. The median CPC averaged $0.18 across the period, spanning a wide range and nearly a 3x swing between the peak and trough.
The month-to-month narrative shows distinct phases:
Volatility in India averaged a 4.4-cent absolute move per month, a sizable 25% of its average CPC. The global benchmark painted a different picture: a $1.15 average CPC, starting at $1.44 in November 2024 and finishing at $1.27 in November 2025 (−12%). Global highs and lows were narrower ($1.44 to $1.05), and average monthly shifts were about 5.7 cents—only ~5% of the global average—indicating smoother, lower-relative volatility.
Seasonally, India saw a firm start into January, then a pronounced softening into March. Q2 brought a measured recovery, with consecutive gains through June. The most notable inflection arrived in August with the year’s peak, followed by a decisive late-year decline that accelerated in October and continued into November.
Typical end-of-year pressures often lift CPCs globally as competition intensifies. The global series reflected that with an October-to-November rise. India diverged: after the August crest, costs retreated through Q4, finishing at the cycle’s low.
India’s CPCs stayed well below market throughout, averaging about 85% lower than the global benchmark ($0.18 vs. $1.15). The gap narrowed most in August, when India’s $0.27 sat roughly 75% below the global $1.09, and widened to its largest in November, with India’s $0.095 about 93% below the global $1.27. Over the full window, the global trend eased then steadied (−12% overall), while India traced a choppier path and fell further (−40%). In relative terms, India’s month-to-month swings were about five times larger than the global series when scaled to their respective averages.
These Facebook Ads benchmarks highlight country-specific ad costs: median cost per click across all industries in India remained structurally lower than global levels, with a mid-year crest and a pronounced Q4 decline. Understanding CPC trends and industry ad performance helps frame how India’s CPC compares to worldwide patterns and how the country’s monthly rhythm differs from the global benchmark.
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.
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