Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The clearest story in the data is a steady softening in CPC through mid‑2025, followed by a sharp Q4 surge and a modest year‑end reset. While we do not have an in‑period, country‑level series for Public Administration in Colombia, the global Facebook Ads benchmark supplies a reliable reference point. Median CPC hovered near $1.14 across the last 13 months, with a late‑year spike that reflects typical holiday competition. Volatility was contained most of the year, then concentrated in November and December.
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 Public Administration in Colombia compared to the global benchmark.
The global CPC series starts at $1.27 in December 2024 and ends at $1.12 in December 2025, an 12% decline across the period. The median over the full window lands at $1.14. The trough arrives in September 2025 at $1.07, and the high prints in November at $1.32 — a 24% lift from the September low and 16% above the period average.
Month to month, movement is modest for most of the year. Average absolute change is about $0.06 (roughly a 5–6% swing), indicating measured volatility overall. Notable steps include a December‑to‑January reset (−$0.14), a June dip (−$0.06), and the late‑year surge from October to November (+$0.22), followed by a near‑symmetric December giveback (−$0.20). Outside those moments, the curve is steady: Q1 clocks three consecutive prints around $1.13–$1.14; Q2 edges lower; Q3 finds the year’s floor.
The rhythm tracks familiar Facebook Ads benchmarks:
This pattern aligns with typical competition cycles: softer engagement costs mid‑year and tighter auction dynamics in late Q4, with early Q1 recalibration.
For Public Administration in Colombia, in‑period CPC readings are not available in this dataset, so the comparison is framed by the global baseline. That baseline defines a practical band between $1.07 (September low) and $1.32 (November high), with a central tendency at $1.14 and average monthly variability of about six cents. Within this frame, “above market” moments cluster near November‑level costs, while “below average” conditions resemble the Q3 trough. The global curve itself declined 12% from December to December, but it also compressed into a mid‑year valley before rebounding into Q4 — a choppy profile rather than a straight slide.
In the absence of country‑specific ad costs for the period, these Facebook Ads benchmarks provide a clear context for CPC trends in Public Administration. Understanding CPC performance ranges — the $1.07 to $1.32 band, the $1.14 median, and the late‑year surge — helps situate industry ad performance in Colombia against global patterns and complements broader CPM analysis and CTR performance reviews. This CPC analysis of Public Administration in Colombia, anchored to the global benchmark, offers a grounded view of Facebook Ads benchmarks over the past year.
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 Public Administration industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Colombia, 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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Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform 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:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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