Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Nonprofit advertisers ran meaningfully cheaper clicks than the market throughout the year, yet they saw a steady climb in cost as 2025 unfolded. Across all countries, Facebook Ads cost-per-click (CPC) for the Nonprofit sector averaged $0.38 from December 2024 through December 2025—roughly two-thirds below the global all-industry benchmark at $1.14. The story is one of low absolute costs, rising momentum into Q4, and sharper relative swings month to month, capped by a pronounced November peak and a December cooldown.
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 Nonprofit in all countries compared to the global benchmark.
Nonprofit CPCs started at $0.32 in December 2024 and ended at $0.45 in December 2025, a 40% lift across the period. The year’s low arrived in January at $0.28; the high came in November at $0.58 before easing to $0.45 in December. Over the 13-month window, Nonprofit CPCs averaged $0.38.
Monthly movements tell the rhythm: the largest jumps were October to November (+34%), August to September (+24%), and April to May (+19%). Pullbacks were most visible in November to December (−23%) and May to June (−12%). Volatility averaged a $0.06 absolute change per month ($0.056), equal to about 15% of the Nonprofit average—noticeably choppier in relative terms than the market.
By contrast, the global all-industry benchmark slid from $1.27 in December 2024 to $1.12 in December 2025 (−12%). It averaged $1.14, bottomed in September at $1.07, and spiked in November at $1.32 before cooling. Monthly absolute moves averaged $0.06 ($0.062), which is bigger in dollars but smaller in proportion to its mean (about 5%).
Seasonality shows clean tiers for Nonprofit CPC trends across all countries:
This cadence aligns with broader platform patterns: costs often soften early in the year, level through mid-year, and climb into Q4 as competition intensifies. The November spike and December pullback are consistent with year-end fundraising and holiday advertising pressure, visible in both CPC trends and broader CPM analysis each year.
Relative to the global benchmark, Nonprofit CPCs stayed “below market” all year, but the gap narrowed over time. On average, Nonprofit clicks were about 66% cheaper than global CPCs. The widest gap appeared in January–February (around 75% below global), while the narrowest arrived in November (about 56% below), with September close behind (58% below). In other words, the sector remained discounted versus the market, yet it moved closer to global levels during the fall surge.
Trend lines diverged as well: the global benchmark eased through Q2 and Q3 before a Q4 jump, while Nonprofit CPCs climbed more steadily quarter over quarter—$0.30 in Q1, $0.37 in Q2, $0.41 in Q3, and $0.49 in Q4. Nonprofit volatility was also more pronounced in relative terms, with average month-to-month shifts near 15% of its mean versus roughly 5% for the global series.
In sum, Facebook Ads benchmarks for Nonprofit across all countries show low absolute CPCs with mounting pressure into Q4, a sharp November crest, and a December reset—consistently below the global average but with a narrowing gap late in the year. Understanding CPC trends for the Nonprofit industry worldwide helps situate country-specific ad costs within broader industry ad performance and global patterns.
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 Nonprofit industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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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