Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Manufacturing advertisers in Brazil ran well below the global Facebook Ads benchmarks for cost-per-click (CPC) across the past year, with unusually sharp month-to-month swings. The local trend moved from a soft start, steadied mid-year, then spiked dramatically in October before collapsing to the lowest point of the period in November. By contrast, the global CPC trend held in a narrow band and lifted into Q4 as competition intensified.
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 the Manufacturing industry in Brazil compared to the global benchmark.
Across December 2024 to November 2025, Brazil’s Manufacturing CPC averaged $0.18, with a median near $0.12. The period opened at $0.39 in December 2024 and closed at just $0.02 in November 2025, a 96% decline end to end. The high came in October 2025 at $0.55; the low followed immediately after in November at $0.02.
The monthly path was choppy. CPC slid from $0.39 in December to $0.08 in January (−79%), rebounded in February to $0.34 (+328%), then retrenched through April to $0.06. From May through September, costs hovered in a tighter corridor ($0.09–$0.14), with minor lifts in June and September. October broke pattern with a surge to $0.55 (+405% month over month), followed by a November drop to $0.02 (−97%).
Volatility was pronounced: the average absolute month-to-month move was $0.18, essentially equal to the market’s own average CPC. Excluding the October-November swing, monthly moves still averaged roughly $0.11, indicating baseline choppiness even before Q4 extremes.
Globally, CPC averaged $1.14 over the same window, ranging from $1.07 (September) to $1.30 (November). Global volatility was much lower, with an average month-to-month change of $0.05.
Seasonally, global CPCs softened through Q3 and tightened in Q4, a familiar pattern as competition lifts late in the year. Brazil’s Manufacturing CPCs echoed pieces of this rhythm but with larger amplitude. Q1 averaged $0.18 on the back of a February rebound; Q2 was the softest quarter at $0.10. Q3 nudged higher to $0.12, then Q4 split sharply—October’s spike pulled the two-month average up to $0.29 despite November’s trough.
By comparison, the global benchmark averaged roughly $1.13 in Q1, $1.12 in Q2, $1.08 in Q3, and $1.20 so far in Q4, reflecting smoother seasonality and a predictable November lift.
Brazil’s Manufacturing CPCs sat well below the global benchmark throughout. On average, the gap was about 84% (Brazil at $0.18 vs. global at $1.14). Month by month, Brazil ranged from 70–99% below global levels. The narrowest gap appeared in October, when Brazil’s $0.55 CPC was roughly 50% under the $1.10 global median. The widest gap came in November, when Brazil’s $0.02 CPC was almost 99% below the global $1.30. While the global series rose steadily into Q4, Brazil’s path was much more volatile, with a relative range (high to low) that was several times larger than the global band.
Overall, Facebook Ads CPC trends for the Manufacturing industry in Brazil show materially lower country-specific ad costs than the global benchmark, paired with higher month-to-month variability and an exceptional Q4 whipsaw. Understanding cost-per-click benchmarks—and how Brazil’s industry ad performance diverges from the global pattern—helps frame CPC analysis alongside broader CPM analysis and CTR performance considerations for advertisers comparing markets and time frames.
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 Manufacturing industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Brazil, 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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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