Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Australia’s Facebook Ads CPCs spent most of the year below the global benchmark, but with a pronounced Q4 spike that briefly pushed costs above market. Across all industries, Australia averaged $0.96 per click versus a $1.14 global average, with calmer levels through most of the year and a sharp November surge before resetting in December. Volatility was elevated, with several notable month-to-month swings and a wide spread between the annual low and high.
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 all industries in Australia compared to the global benchmark.
CPC in Australia started at $0.89 in December 2024 and ended at $0.82 in December 2025, an overall decline of about 8%. The annual low landed in June at $0.80, while the high hit $1.52 in November—creating a wide $0.72 range. The full-year average was $0.96.
Key movements:
Volatility averaged $0.19 per month in Australia, roughly three times the global CPC volatility ($0.07). That sharper rhythm underscores how one or two months—especially November—shaped the year’s cost profile.
The year traced a familiar seasonal arc with distinctive amplitude:
This cadence aligns with common platform dynamics—rising auction pressure into November and a post-peak correction in December—though Australia’s November exclamation point was larger than usual.
Australia’s CPCs trailed the global benchmark in 11 of 13 months, averaging about 16% below market for the year. The gap narrowed meaningfully mid-year:
Only November flipped the script: Australia rose 16% above the global benchmark ($1.52 vs $1.31), while the world also climbed (October → November +19%). Globally, CPCs eased from $1.28 in December 2024 to $1.10 in December 2025 (−14%), showing a steadier glide path than Australia’s choppier profile.
In sum, Facebook Ads benchmarks for CPC across all industries in Australia show a below-market cost profile most of the year, punctuated by a pronounced Q4 spike and a swift December correction. Understanding these CPC trends—and how Australia’s country-specific ad costs stack up to the global baseline—helps benchmark industry ad performance and interpret year-round CPC dynamics in Australia.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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.
Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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:
Average cost per click benchmarks across industries
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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