Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Marketplaces are buying clicks well below the broader market, but with sharper swings. Across all countries, median Facebook Ads CPC for Marketplaces tracked far under the global, all‑industry benchmark throughout the period, rising into early 2025, collapsing in late spring, then surging into an October peak before easing again. Volatility was a defining feature, with bigger month-to-month moves than the global baseline. 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 Marketplaces in all countries compared to the global benchmark.
Marketplaces CPC began at $0.54 in November 2024 and ended at $0.57 in November 2025, a modest +6% lift over 13 months. The average CPC was $0.56, ranging from a low of $0.22 in May 2025 to a high of $0.85 in October 2025. The path wasn’t linear. CPCs climbed steadily from $0.54 (Nov) to $0.77 (Feb), cooled slightly to $0.75 in March, then reset sharply to $0.30 in April and $0.22 in May. A June rebound to $0.62 gave way to an uneven summer—$0.38 in July, $0.50 in August, $0.42 in September—before a decisive October spike to $0.85 and a November pullback to $0.57.
Month-to-month volatility averaged roughly $0.19, reflecting sizable swings relative to the $0.56 average. By comparison, the global benchmark moved by about $0.06 on average per month, underscoring how Marketplace CPC trends were more choppy than the broader market.
On the global side, the all-industry benchmark averaged $1.15 across the same months, peaking at $1.44 in November 2024 and finding its low at $1.05 in September 2025. It drifted down through midyear, then edged higher into Q4, finishing at $1.27 in November 2025—an 12% decline from the start.
The Marketplaces curve showed a classic early‑year firming (Nov–Feb rise), followed by a pronounced spring trough (April–May reset), a stop‑start summer, and a fall crescendo in October. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; within that familiar rhythm, Marketplaces posted their cycle high in October rather than November, then eased. The baseline exhibited steadier seasonality: elevated costs in late Q4, stabilization around March–May, softer levels into late summer, then a measured Q4 climb.
Across all countries, Marketplaces CPCs sat well below market every month—on average 52% under the global benchmark ($0.56 vs. $1.15). The gap narrowed most in October 2025, when Marketplaces reached $0.85 versus the global $1.08 (about 22% below). It widened dramatically in May 2025 during the spring trough: $0.22 vs. $1.13 (roughly 81% below). Through early 2025, Marketplaces trended up briskly (+16% from December to February), while the global line was largely flat; in mid‑year, Marketplaces dipped harder (April–May), whereas the global benchmark held near $1.12–$1.13; into fall, Marketplaces rallied more sharply, then cooled even as the global benchmark continued to firm.
In short, Facebook Ads CPC benchmarks for Marketplaces across all countries averaged $0.56, consistently below the $1.15 global all‑industry level, but with roughly three times the monthly volatility. While CPM analysis and CTR performance add valuable context, this view of CPC trends highlights how Marketplace ad costs moved through the year—early‑year lift, spring reset, uneven summer, and an October spike—relative to steadier global patterns. Understanding Facebook Ads cost‑per‑click benchmarks for the Marketplaces industry across all countries helps teams contextualize country‑specific ad costs and compare industry ad performance to the broader market.
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 Marketplaces industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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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