Compare CPC benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Marketplaces’ cost per click (CPC) followed a lower-but-erratic path versus the global benchmark across the 13-month window. Overall, Marketplace CPCs ran materially below the global median for most months, showed pronounced Q4 lift and a late-July spike, and displayed greater month-to-month swings than the 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 available compared to the global benchmark.
Marketplaces began the period at about $0.38 CPC in July 2025 and finished at $1.05 in July 2026 — a large net rise (+179% vs July-to-July). Across the 13 months the Marketplaces median CPC averaged roughly $0.55, ranging from a low of about $0.34 (August 2025) to a high of $1.05 (July 2026). By contrast, the global baseline averaged about $1.05 over the same months, with its own low of $0.77 (July 2026) and peak of $1.29 (November 2025). That puts Marketplaces roughly 47% below the global average across the period, although the gap swings month to month.
Key monthly movements: Marketplaces rose from late‑summer lows (Aug 2025 ~$0.34) into holiday-season pressure with peaks in October and December 2025 (~$0.65). After a steady mid‑winter band (~$0.51–$0.56 through Mar–May 2026) and a dip in June (~$0.42), CPCs surged in July 2026 to ~$1.05 — the largest single-month jump (about +151% month-over-month from June).
Volatility measured as average absolute monthly change sat near $0.12 for Marketplaces, versus roughly $0.10 for the global baseline — indicating slightly sharper swings in this industry’s CPC trends.
Seasonal rhythm shows familiar Q4 lift: the baseline climbed into November 2025 (a global high) while Marketplaces registered elevated CPCs in October and December as well. The Marketplaces pattern reads as a sequence of lower summer levels, holiday upticks, a stable Q1–Q2 band, and a dramatic late-July surge. The baseline’s most notable rhythm is the November 2025 spike and a softening into July 2026.
Month-to-month, Marketplaces had several moderate rebounds (Sept→Oct, Nov→Dec, Feb→Mar) and two sharp swings (May→Jun drop; Jun→Jul spike), producing an irregular cadence compared to the steadier baseline.
Compared to the global benchmark, Marketplaces CPCs were below average for most of the year — at the widest gap Marketplaces were about 68% below the global benchmark (Aug 2025). At the narrowest gap, Marketplaces exceeded the benchmark by roughly 36% (Jul 2026) when that late spike pushed CPCs above the baseline. In aggregate the Marketplaces series was more volatile and generally lower-cost, except for the closing month when it flipped to above-market levels.
Understanding cost per click (CPC) benchmarks for Marketplaces in All countries available — within broader Facebook Ads benchmarks, CPC trends and country-specific ad costs — gives a clear picture of industry ad performance and how CPM analysis and CTR performance narratives can diverge between sector and global medians.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPC values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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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).
CPC varies by region, industry, and campaign objective. Use the filters to compare benchmarks that match your campaign. The US is one of the more expensive markets.
Audience targeting, industry competition, ad relevance score, and creative performance affect CPC. Low engagement or relevance can increase CPC.
CPC can increase with more competition in your target audience, seasonal trends such as holidays, lower ad relevance scores, or algorithm changes. Check whether your audience is too narrow or your creative is showing fatigue.
Mobile CPCs often run lower than desktop CPCs because there is more mobile inventory. Segment performance by placement to see where clicks come from.
For most businesses, conversion optimization produces better ROI than CPC alone. CPC optimization can suit awareness campaigns or content promotion when clicks are the goal.
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 because of purchase intent and advertiser competition. Results also depend on the audience and creative.
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