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 global one: Facebook Ads cost-per-click (CPC) tightened through mid‑2025, hit a late‑Q3 trough, then surged into November before easing in December. For Public Safety in Brazil, there were no reportable monthly medians in this window, so the global benchmark serves as the directional backdrop. The pattern shows seasonality and a brief Q4 price spike rather than a sustained inflation in country‑specific ad costs.
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.
Across the 2025 calendar year, the global median CPC averaged about $1.12. It opened January at $1.12, hovered in a narrow band through spring, softened into a September low of $1.06, then rebounded sharply to a November peak of $1.31 before ending December at $1.10. From January to December, that’s a modest −1.6% move, masking a pronounced Q4 spike-and-cooldown.
Looking across the full 13‑month run (Dec 2024–Dec 2025), the global series averaged $1.14, ranging from $1.06 (Sep) to $1.31 (Nov). Peak‑to‑trough spread was roughly $0.25, or about 22% of the 2025 average. Month‑over‑month volatility averaged $0.06 during 2025, with the sharpest movements concentrated in Q4: +$0.21 from October to November (+19%) followed by −$0.20 into December (−16%). Nine of twelve 2025 months clustered between $1.07 and $1.14, with three clear outliers: a slightly elevated May, the September trough, and the November spike.
Seasonality is visible in the rhythm of CPC trends. Q1 held steady (average ~$1.13) with gentle lifts into March. Q2 mixed slight gains with a June step‑down (quarter average ~$1.12). Q3 marked the softest period (average ~$1.08), with July and August stabilizing before September’s low. Q4 reintroduced competition pressure typical of year‑end, lifting CPC to an average of ~$1.17, punctuated by November’s high.
This cadence aligns with broader Facebook Ads benchmarks: mid‑year softness, a late‑Q3 trough, and intensified auction pressure in Q4 — followed by a December normalization rather than a full retracement to Q3 levels.
For Public Safety in Brazil, selected monthly medians were not available during this period, so a direct country‑to‑global gap cannot be quantified. In the absence of a country time series, the global benchmark indicates the likely direction of CPC trends: a contained range for most of 2025, a low point in September, and a short‑lived November premium. Whether Brazil’s Public Safety CPCs sat above market, below average, or more volatile relative to the global curve cannot be determined from the dataset.
Even without in‑market readings for Public Safety in Brazil, the global Facebook Ads benchmarks reveal clear CPC trends: stable early‑year costs, softer summer pricing, and a short Q4 surge. Understanding Facebook Ads cost‑per‑click benchmarks for the Public Safety industry in Brazil helps teams gauge country‑specific ad costs in context and compare CPC trends to global patterns.
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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