Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The global story for Facebook Ads CPC in 2025 reads as a calm year that tightened into a classic Q4 spike before resetting sharply at the turn of the year. The Public Safety category in Brazil has no reported monthly medians in this window, so the clearest signal comes from the global benchmark: relatively steady costs through most of the year, a pronounced jump in November, and a deep trough in January 2026. 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 Safety in Brazil compared to the global benchmark.
Globally, CPC for all industries averaged about $1.11 from January 2025 through January 2026. The period opened at $1.12 in January 2025 and closed materially lower at $0.85 in January 2026, a decline of roughly 25%. The high point arrived in November 2025 at $1.32, about 19% above the period average, while the low came two months later in January 2026 at $0.85.
Month to month, CPCs were notably stable for most of the year. From January to October 2025, values hovered between $1.09 and $1.15, with modest moves like +$0.01 to +$0.02 in several months and a mild dip in June–September (bottoming at $1.09 in September). The big moves clustered at the end of the period: October to November surged by $0.19, November to December fell by $0.26, and December to January declined another $0.21. Average absolute month‑over‑month volatility was about $0.07, but those three late‑period swings accounted for roughly three‑quarters of total movement across the timeline. Across the full span, CPC ranged by about $0.47, from $0.85 to $1.32.
The rhythm was consistent with typical platform seasonality: steady costs through Q1–Q3, a slight lift into late spring (a mini‑peak near $1.15 in May), and mild softening by early fall. The inflection came in November, when competition generally intensifies and CPCs rose to $1.32. That surge reversed quickly: December pulled back to $1.05, and the market reset fully in January 2026 at $0.85—a level well below the yearly mean.
Across the year, Q2 was slightly firmer than Q3, while Q4 split into two distinct chapters: a November spike followed by a December cooldown. The closing January low marked the period’s bottom and set a new reference point for early‑year costs.
For Public Safety in Brazil, no monthly CPC medians are available in this period, so direct above‑ or below‑market comparisons cannot be quantified. The global benchmark therefore serves as the reference: a mostly stable $1.10–$1.15 band for ten months, a November high at $1.32, and a January 2026 low at $0.85. Without country‑level observations, it is not possible to confirm whether Brazil’s country‑specific ad costs tracked the November surge, the December pullback, or the January trough, nor to measure any persistent premium or discount versus global levels.
While country‑level values for Public Safety in Brazil are not reported for this window, the global Facebook Ads benchmarks establish clear CPC trends—flat through most of 2025, peaking in November, and resetting sharply into January. Understanding CPC performance and industry ad performance patterns helps frame expectations for country‑specific ad costs. This summary provides a directional view of Facebook Ads CPC benchmarks for the Public Safety industry in Brazil relative to global behavior.
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 Safety 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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