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 countries, Nonprofit CPCs ran far below the global market yet built clear momentum through the year. Costs dipped to a winter trough, lifted in late spring, paused mid‑summer, and then accelerated into a pronounced Q4 rise with November setting the annual high. While absolute CPCs for Nonprofits remained modest, percentage swings were larger than the broader market, creating a year that felt more “active” despite low costs.
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 the Nonprofit industry across all countries compared to the global benchmark.
Cost per click for Nonprofits started at $0.32 in December 2024 and ended at $0.56 in November 2025—a 77% climb across the period. The annual low landed in January at $0.28; the peak arrived in November at $0.56, yielding a wide range of $0.28. The Nonprofit average over the period was $0.38.
Key monthly movements defined the arc:
Month‑over‑month volatility averaged $0.048 for Nonprofits—similar in cents to the global market—yet larger in relative terms given lower absolute CPCs.
Seasonality was visible: a soft Q1 (Jan–Mar average around $0.30), a spring lift into May, and a mid‑summer plateau before a Q3 climb and Q4 spike. July through September marked a steady rise ($0.40 → $0.45), briefly easing in October ($0.43) before a strong November finish ($0.56). This shape aligns with typical platform dynamics where competition intensifies in Q4, nudging CPCs higher.
Relative to the global benchmark, Nonprofit CPCs were consistently lower but gathered momentum as the year progressed. Nonprofits averaged $0.38 versus the global $1.14—about 67% below market. The gap was widest in the winter (−75% in January–February) and narrowed late in the year (−58% to −61% from September to November). Put simply, the market was expensive and steady; Nonprofit was cheaper and increasingly active.
Global CPCs hovered in a tight band for most of the year (average $1.14; low $1.06 in September; high $1.31 in November), with modest absolute volatility ($0.050 average monthly change). The global line moved largely sideways until a sharp November spike, whereas Nonprofit rose steadily: the Nonprofit average increased from roughly $0.33 in H1 to $0.44 in late‑year months—about a 32% lift.
Taken together, these Facebook Ads benchmarks show that CPC trends for the Nonprofit industry across all countries remain structurally below the global market, with a pronounced late‑year rise and relatively higher percentage swings. Understanding cost‑per‑click performance for Nonprofit across all countries helps benchmark country‑specific ad costs and industry ad performance against global CPC 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.
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.
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