Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Brazil’s cost-per-click sat well below the global benchmark for most of the year, but the bigger story is rhythm: a mid-year lift, a late-summer surge, and a pronounced slide into Q4. CPC in Brazil moved in broader swings than the global market, with May and August standing out as brief peaks before a steady softening toward November. 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 Brazil compared to the global benchmark.
Across December 2024 to November 2025, Brazil’s Facebook Ads CPC averaged $0.39, ranging from a low of $0.22 in November to a high of $0.59 in May. The period opened at $0.34 (Dec 2024) and closed at $0.22 (Nov 2025), a 37% decline. Month-to-month movement was choppy: a 58% lift into January ($0.54), a modest ease in February ($0.50), and a step down in March ($0.36). After a small April uptick ($0.38), CPC spiked to the annual high in May ($0.59), pulled back in June ($0.44), and fell to $0.27 in July.
The sharpest moves clustered in late summer: July to August more than doubled (+107% to $0.56), immediately followed by a 55% drop into September ($0.25). Q4 set new lows, with a slight October rise ($0.27) and then the year’s trough in November ($0.22). Volatility averaged $0.15 per month in Brazil—about three times the global average—underscoring a more reactive, price-sensitive market.
Globally, CPC averaged $1.14 over the same months, in a tight band from $1.06 (September) to $1.31 (November). The global series drifted modestly higher overall (+3% from December to November), with a clear year-end lift.
Two phases defined Brazil’s CPC trends: a mid-year lift and a late-year slide. Q1 and Q2 were comparably priced (averages near $0.47), led by the May peak. Q3 cooled to an average of $0.36, despite August’s rebound, and Q4 (Oct–Nov) landed at the year’s lowest levels (averaging $0.24). By contrast, global CPCs stayed stable most of the year, then tightened upward into November—consistent with broader Facebook Ads benchmarks where holiday competition can lift costs late in the year.
Brazil’s CPC ran at roughly one-third of global levels on average (about 65% lower). The gap narrowed around mid-year—May and August were the closest points at 48–49% below the global benchmark—then widened materially into Q4, with November 83% below global CPCs. While the global trend was steady and slightly rising (+3%), Brazil’s was distinctly more volatile and ultimately declining (−37% from start to finish). At its narrowest gap, Brazil was about half of global CPCs; at its widest, it was less than one-fifth.
In sum, Facebook Ads CPC trends for all industries in Brazil show low absolute costs, pronounced month-to-month swings, and a late-year softening that diverges from the global November spike. Understanding these country-specific ad costs alongside the global benchmark helps frame industry ad performance and CPC trends for Brazil in a broader, comparable 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
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.
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
See how much it costs to get users to install an app