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 clearest story in the global Facebook Ads benchmarks for cost-per-click (CPC) this year is a calm, midyear plateau that gives way to a sharp Q4 surge and an even sharper December correction. The worldwide median CPC hovered near $1.13 for most of the year, dipped through late summer, spiked to a yearly high in November, then fell to its low in December. For the Legal industry in Argentina, there are no recorded monthly CPC values in this window, so the global line provides the best directional read on country-specific ad costs and seasonality. 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 Legal in Argentina compared to the global benchmark.
Globally, Facebook CPC opened the year at $1.12 in January and closed at $1.06 in December, a modest −6% drift over twelve months. The annual average was $1.13, with a range of $0.26 between the high and low—about 23% of the yearly average—signaling a mostly steady market punctuated by late-year turbulence.
Key moments:
Volatility averaged about $0.06 in absolute month-to-month movement. Most months shifted within a tight band, but Q4 broke pattern: +$0.19 from October to November, then −$0.26 from November to December.
The rhythm of CPC trends showed:
For the Legal industry in Argentina, the dataset contains no month-by-month CPC observations for this period, so a direct comparison to the global line—gaps, over/underperformance, or relative volatility—cannot be calculated. What is visible is the global pattern: a stable $1.13 average, softer CPC through midyear, and a sharp Q4 swell before a December cooldown. In the absence of local readings, this provides the directional context for Legal industry ad performance and country-specific ad costs in Argentina during the same timeframe.
Understanding Facebook Ads benchmarks for cost-per-click—especially the Q3 softness and Q4 spike—helps frame CPC trends and industry ad performance when evaluating Legal advertising in Argentina against global patterns. This CPC analysis of the Legal industry in Argentina, grounded in our $3B dataset and the global benchmark, offers a clear read on market-level seasonality and volatility within Facebook Ads.
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 Legal industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Argentina, 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
December (Christmas period)
CPM might rise significantly during Carnival, Independence Day, and Christmas season. Retail and entertainment campaigns could require increased budgets.
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:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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