Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Recreation and Travel advertisers in Argentina saw an unusually dramatic CPC year: a high-cost start, a collapse into ultra-low costs midyear, and brief rebounds that never regained early momentum. Against the global Facebook Ads benchmarks, Argentina’s CPC level stayed far below market most months, with far sharper swings. 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 Recreation and Travel in Argentina compared to the global benchmark.
The year opened expensive and closed inexpensive. Median CPC started at $1.53 in January and ended at $0.05 in December, a 96.6% decline across the year. The annual average for Argentina landed at $0.41, with a median of roughly $0.16—well below the global average of $1.13. The range was extreme: from a high of $1.53 (January) to a low of $0.02 (August), a spread of about $1.50. By contrast, the global range was tighter, from $1.06 (December) to $1.32 (November).
Key monthly moves tell a saw-tooth story. After February ($0.97) and March ($0.63), CPC plunged to $0.05 in April, rebounded to $0.96 in May, then fell again to $0.05 in June. The summer months stayed ultra-low—$0.04 in July and $0.02 in August—before brief lifts in September ($0.31) and November ($0.27). Month-to-month volatility averaged 0.40 points in Argentina, versus just 0.06 for the global trend—about seven times choppier.
Seasonality inverted the typical travel narrative. Q1 delivered the year’s highest CPCs, averaging $1.04 across January–March. Q2 dropped hard to a $0.35 average, with April and June both near five cents despite a May bounce. Q3 settled even lower at $0.13 on average, with August marking the yearly trough at two cents. Q4 held low costs at $0.12 on average, punctuated by a one-month lift in November.
Half the year ran at sub-$0.10 CPCs (April, June, July, August, October, December). The most pronounced single-month collapses were May to June (−$0.91) and January to February (−$0.56). The sharpest rebounds came April to May (+$0.91) and August to September (+$0.29).
Relative to the global benchmark, Argentina’s Recreation and Travel CPC was below market in 11 of 12 months and averaged about 64% lower for the year ($0.41 vs. $1.13). January was the lone outlier: Argentina ran 36% above global. The narrowest below-market gap appeared in February (−14%) and May (−16%). From April onward, gaps often widened dramatically—August trailed the global median by roughly 98%, October by 97%, and July by 96%. While the global line was steady with a controlled Q4 peak (up to $1.32 in November), Argentina traced a more fractured path: early surge, midyear collapse, intermittent late-year bumps.
In sum, Facebook Ads CPC trends for Recreation and Travel in Argentina featured extreme volatility and consistently lower country-specific ad costs versus the global benchmark. Understanding Facebook Ads CPC benchmarks for the Recreation and Travel industry in Argentina helps compare local industry ad performance to global CPC patterns and contextualize yearlong CPM and CTR performance discussions.
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 Recreation and Travel industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Argentina, 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 period)
CPM might rise significantly during Carnival, Independence Day, and Christmas season. Retail and entertainment campaigns could require increased budgets.
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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