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 in India posted some of the lowest Facebook Ads CPCs in the dataset, but with sharp month-to-month swings and a dramatic Q4 spike. Costs hovered near fractions of a cent mid-year, then lifted abruptly in October and held elevated into November—an extreme seasonal pivot that diverged in intensity from the steadier global pattern.
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 India compared to the global benchmark.
Across December 2024 to November 2025, India’s Nonprofit CPC averaged $0.034, ranging from a low of $0.0045 in July to a high of $0.122 in October—a 27x swing. The period opened at $0.020 in December 2024 and closed at $0.089 in November 2025, a +338% lift from start to finish.
Key inflection points punctuated an otherwise low-cost year:
Volatility was pronounced. The average absolute month-over-month change was $0.032—nearly the same as the period’s average CPC—indicating outsized percentage swings even when dollar movements were small.
Seasonality defined the rhythm. Q1 was mixed (average $0.036), buoyed by February’s spike. Q2 softened (average $0.015), and Q3 marked the low point (average $0.0071). Q4 flipped the script: October–November averaged $0.105—around 15x Q3 levels. This pattern aligns with broader Q4 auction pressure, but India’s Nonprofit CPCs accelerated more abruptly than a typical gradual run-up.
December 2024 sat between the lows and peaks at $0.020, foreshadowing a year where quiet mid-year costs gave way to an intense late-year surge.
Against the global Facebook Ads benchmarks, India’s Nonprofit CPCs were consistently below market. The global average during the same window was $1.14, versus India’s $0.034—about 97% lower on average. The gap narrowed most in October, when India reached $0.122 versus the global $1.11 (about 89% below), and widened in July at $0.0045 versus $1.08 (about 99.6% below).
Trend lines diverged as well. India climbed +338% from December to November, while the global benchmark rose about +4% (from $1.27 to $1.32). Global volatility was modest, with an average monthly absolute shift of $0.049 (~4% of its level), compared with India’s $0.032—nearly 95% of its average CPC—signaling much choppier percentage dynamics in India.
In short, Facebook Ads CPC trends for the Nonprofit industry in India show ultra-low country-specific ad costs through most of the year, punctuated by a sharp Q4 surge and higher relative volatility than the global benchmark. Understanding CPC benchmarks for Nonprofit advertisers in India helps teams gauge industry ad performance and compare it to global patterns within broader Facebook Ads benchmarks.
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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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