Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Brazil’s Nonprofit CPC story runs on a different track from the global benchmark: dramatically cheaper but far choppier. Across 2025 to October, costs in Brazil hovered near a few cents for long stretches, punctuated by a sharp Q2 spike, while the global market stayed near $1.10–$1.15 with modest seasonal movement. The standout month is June, where Brazil’s CPC briefly surged to nearly one-third of a dollar before settling back to low single digits by early Q4. 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 in Brazil compared to the global benchmark.
Brazil’s pattern was Q2-heavy: April marked the trough, followed by a May recovery and a pronounced June peak. Q3 cooled sharply, reverting to early-year lows in August and September. October remained subdued. The global rhythm was steadier: a gentle lift from January to May (+3%), a softening from May to September (−5%), and an uptick in October (+3%). Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; in this dataset, Brazil’s Nonprofit CPC did not mirror that late-year lift and instead stayed near its floor.
Brazil’s Nonprofit CPC averaged $0.10 versus the global $1.12—about 91% below market levels. The monthly gap was widest in April (−99% vs. global) and narrowest in June (−71%). For most months, Brazil trailed global Facebook Ads benchmarks by roughly 88–96%. While the global CPC trend moved within a tight $0.06 range ($1.09–$1.15), Brazil’s range spanned $0.31—nearly three times its mean—highlighting higher country-specific ad cost volatility even at much lower absolute prices. In short, the world moved gradually; Brazil’s Nonprofit CPC moved in surges.
Understanding Facebook Ads cost-per-click benchmarks for the Nonprofit industry in Brazil reveals CPC trends that are extraordinarily low versus global levels but notably more volatile. This country-specific ad costs view complements broader industry ad performance work, often analyzed alongside CTR performance and CPM analysis, to contextualize how Brazil’s Nonprofit CPC diverges from the global benchmark.
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. 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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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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Cost per lead across different markets
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