Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all industries in Brazil, Facebook Ads cost-per-click ran far below global levels and moved with sharper month-to-month swings. The year’s clearest arc is a mid-year lift into May and August, followed by a long slide through Q4 that culminated in an unusually low December. While the global benchmark showed a modest drift lower with a predictable November spike, Brazil’s CPC trends diverged: cheaper clicks overall and a choppier rhythm.
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.
Brazil’s CPC averaged $0.37 over the period, versus a $1.14 global average — about 68% lower. It opened at $0.34 in December 2024 and closed at $0.07 in December 2025, a 79% YoY decline. The high came in May 2025 at $0.59; the low was December 2025 at $0.07. Through most of the year, CPCs held between roughly $0.22 and $0.59 before the outsized December trough.
Volatility stood out. Average monthly movement in Brazil was 0.15 points, more than double the global benchmark’s 0.07. The biggest jump came in August (+$0.29 vs. July), reversing a July dip to $0.27. The sharpest drop hit in September (−$0.31 vs. August), followed by another notable decline into December (−$0.15 vs. November). By contrast, the global series moved in smaller steps, with the main disruption being a November surge.
Q1 in Brazil softened after an elevated January ($0.54), sliding through February ($0.50) and March ($0.36). Q2 brought a mild April lift and a May peak ($0.59) before easing in June ($0.44). Q3 oscillated: a July trough ($0.27) snapped back to a strong August ($0.56), then retreated in September ($0.25). Q4 stayed subdued: October ($0.27) and November ($0.22) were low, and December plunged to $0.07 — the period’s floor.
Globally, CPCs typically rise with Q4 competition; that pattern appeared in November (global peak $1.31) before normalizing in December ($1.10). Brazil bucked that seasonality, with costs compressing further into year-end.
The gap to the global benchmark was persistent and wide. On average, Brazil’s CPCs were about one-third of global levels. Month by month, Brazil ranged from 48% below market (May) to 93% below (December). When the world peaked in November at $1.31, Brazil registered $0.22 — 83% lower. The global trend eased 14% from December to December, while Brazil fell 79% over the same comparison, with more than 2x the monthly volatility.
Overall, these Facebook Ads benchmarks show country-specific ad costs in Brazil to be structurally lower than the global norm and more variable month to month, with distinct mid-year lifts and an atypically soft Q4.
Understanding Facebook Ads cost-per-click benchmarks for all industries in Brazil helps marketers interpret CPC trends, compare country-level ad performance to the global market, and contextualize CPM analysis and CTR performance across regions.
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.
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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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