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 year that drifted down in cost, punctuated by a sharp November spike and an unusually soft December finish. While this view reflects the global benchmark rather than in‑market figures, it sets a useful frame for evaluating country-specific ad costs. Across 2025, Facebook Ads cost-per-click (CPC) hovered close to $1.12 globally, with mid-year easing and a Q4 surge that reversed quickly.
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 India compared to the global benchmark.
Starting from December 2024 at $1.28 CPC, the global median settled to $1.12 across 2025 and ended December 2025 at $1.05. That’s an 18% decline versus the prior December and a 6% slide from January 2025 ($1.12) to year-end. The annual high landed in November 2025 at $1.30, while the low arrived a month later at $1.05 — a peak-to-trough spread of roughly $0.25, or about 22% of the annual mean.
Monthly movements were generally modest until Q4. Average absolute month-to-month volatility was about $0.07 per click, but most months shifted by less than $0.04. Exceptions were pronounced: October to November jumped +$0.20, and November to December fell −$0.25. Earlier in the year, changes were incremental: February and March edged up by roughly one cent each from January, and mid-year declines were gradual (May to June −$0.07; August to September −$0.04).
On a quarterly basis, CPC trends were orderly. Q1 averaged $1.13, Q2 eased to $1.12, Q3 marked the softest period at $1.08, and Q4 lifted to $1.15, driven almost entirely by November’s spike.
Seasonality followed a familiar rhythm for Facebook Ads benchmarks. After a steady Q1, CPCs compressed through mid-year, with June ($1.08) and July ($1.07) marking a gentle trough that extended into September ($1.07). Q4 brought heightened competition in November ($1.30), followed by an abrupt December reset ($1.05) that undercut prior lows — a sharp reversal rather than a gradual cooldown.
The shape of the year matters: the market didn’t climb progressively into the holidays; it surged briefly, then released pressure. That pattern leaves 2025 characterized less by steady inflation and more by short, forceful swings around a relatively flat core.
For Public Administration in India, the dataset for this cycle did not produce a dedicated monthly series, so the global all-industry CPC line serves as the directional comparator. While the precise gap versus global cannot be quantified here, the 2025 global median of roughly $1.12 CPC frames the broader auction environment. Within that context, the notable dynamics to watch are the narrow mid-year band near $1.07–$1.10 and the short-lived November premium up to $1.30, which defined the year’s range before December’s reset.
In sum, the Facebook Ads CPC trends show a globally steady-to-softer 2025 with a brief Q4 surge, offering a clear benchmark backdrop for Public Administration in India. Understanding cost-per-click benchmarks and country-specific ad costs for the Public Administration industry in India helps marketers contextualize performance relative to global patterns and typical seasonal pressures.
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 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.
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.
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.
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