Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Marketplaces in Brazil ran on markedly lower CPCs than the global benchmark, with a year defined by Q4 whiplash, a mid-year trough, and a sharp early Q4 rebound. Median CPCs averaged about $0.30 in Brazil versus roughly $1.14 globally, keeping the market well below average throughout the period. The standout moments were an unusually low November 2024, a December spike, a slide into an August 2025 trough, and a strong October lift that closed the period on higher ground. Volatility was materially higher than the global curve, with bigger month-to-month swings and a more jagged cadence.
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 Brazil compared to the global benchmark.
Brazil’s Marketplaces CPC opened at $0.09 in November 2024, surged to a cycle high of $0.48 in December, then eased through 2025 to a low of $0.17 in August before rebounding to $0.36 in October. Across the 12-month window, CPC averaged $0.30 with a median near $0.29, ranging from $0.09 to $0.48.
Key movements:
Volatility averaged $0.12 per month, showing sharper swings than the global benchmark’s $0.05. The period ended notably higher than it began (October vs. November: +$0.27), but still below the December high.
Seasonality showed a clear arc: a December spike, gradual cooling through the first half of 2025, a soft Q3, and a renewed rise heading into October. Quarterly averages underline the rhythm:
This pattern contrasts with the typical global tendency for firmer costs in late Q4 and steadier levels mid-year. In Brazil’s Marketplaces, the mid-year lull was pronounced, with August marking the trough, before CPCs lifted into early Q4.
Brazil’s Marketplaces CPC consistently tracked below global Facebook Ads benchmarks:
Trend shape also differed. Globally, CPCs declined smoothly from $1.46 in November 2024 to $1.05 in October 2025 (−28%) with small monthly shifts (~$0.05). Brazil’s trajectory was choppier, with average monthly movements around $0.12 and a deeper mid-year dip before the October recovery.
Taken together, these CPC trends highlight a Brazil Marketplaces landscape with structurally lower country-specific ad costs, pronounced mid-year softness, and a strong early Q4 rebound—consistently below the global benchmark. Understanding Facebook Ads benchmarks for Cost Per Click in Marketplaces in Brazil helps teams gauge industry ad performance, compare CPC trends to global patterns, and situate CPM analysis and CTR performance within the broader paid social context.
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. 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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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.
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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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