Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Marketing & Advertising advertisers in Great Britain faced a pricier and choppier year for Facebook Ads CPC than the global benchmark. Median CPC averaged 1.41 across the period versus a 1.14 global average, with a pronounced late‑summer whipsaw: a trough in August (0.90) followed by a sharp September spike to the yearly high (1.95). The year opened elevated in Q4 2024, softened through early spring, lifted into late Q2, then swung dramatically from August to October. 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 Marketing & Advertising in Great Britain compared to the global benchmark.
Great Britain’s median CPC started at 1.91 in November 2024 and ended at 1.17 in October 2025, a 39% decline from start to finish. The period’s high was 1.95 in September; the low was 0.90 in August. Across the 12 months, CPC averaged 1.41, with average month‑over‑month volatility of 0.34 points—far sharper swings than the global series.
Key movements defined the rhythm:
Globally, CPCs were steadier: a 1.14 average, ranging from 1.46 in November to 1.04 in September, with far lower average monthly movement (0.05 points). The global arc drifted lower across the year, while Great Britain’s series was more episodic, with sharper peaks and troughs.
Seasonality showed clearly. Q4 2024 ran high in Great Britain (Nov–Dec avg 1.76), then CPCs eased through Q1 2025 (Jan–Mar avg 1.32). April marked the local low point before a late‑Q2 lift in May–June (avg 1.34). The softest month arrived unusually late—August—before September delivered a dramatic rebound to the year’s peak. October retraced lower, landing close to the long‑run midpoint for the series. In contrast, the global benchmark followed a smoother, gradual decline from Q4 into late summer, with its minimum in September.
Great Britain’s Marketing & Advertising CPCs ran at a persistent premium to the global benchmark—on average +23% across the period. The gap narrowed or inverted only twice: April (−3% vs. global) and August (−17%). Most months landed well above market, including double‑digit premiums in January (+18%), February (+19%), March (+13%), May (+33%), June (+31%), July (+26%), and October (+11%). The widest spread came in September, when Great Britain spiked 88% above global CPCs. While the global trend declined roughly 28% from November to October, Great Britain’s end‑to‑end change was steeper (−39%) and far more volatile.
Overall, Facebook Ads benchmarks show that CPC trends for Marketing & Advertising in Great Britain were higher and more volatile than global patterns, with a notable August trough and September surge. Understanding cost‑per‑click benchmarks for this industry in Great Britain helps contextualize country‑specific ad costs and situates industry ad performance against the steadier global baseline.
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 Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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 (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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
Average cost per purchase benchmarks across industries
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