Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Recreation and Travel click costs ran materially below the global market but with 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 All countries available compared to the global benchmark.
Across the 13‑month window (June 2025–June 2026) the Recreation and Travel COST_PER_CLICK (CPC) averaged about $0.59, started near $0.66 in June 2025 and finished at a peak of $0.90 in June 2026. That finish represented roughly a 37% increase versus the start. The global baseline averaged about $1.09 per click, ending higher at $1.36 — a more muted but upward trajectory.
CPC in Recreation and Travel averaged $0.59, ranging from a low of $0.40 (March 2026) to a high of $0.90 (June 2026). Month-to-month movement was pronounced: the series fell steadily from $0.66 in June 2025 to $0.43 in September, then rallied into autumn, dipped again into a March trough, and surged through late spring into the June peak. The median monthly change translated to average absolute swings near 20% month-over-month — far above the global baseline’s average monthly absolute move of roughly 8%.
Key monthly moves included a sharp descent from $0.59 in February to $0.40 in March (about a 32% drop), followed by a rapid rebound into April (+58% m/m into $0.64), and another steep lift into June (+47% m/m from May). The net picture: a low‑cost base relative to the market but with episodic volatility and several clear swing months.
Seasonality shows a softer late‑summer into early autumn trough (July–September lows around $0.43–$0.47) before a typical autumn lift. Q4 did not produce a single extreme: November and December sat near the series mean (about $0.63 and $0.59), while January held slightly lower. The most pronounced rhythm appears around fiscal Q1/Q2 transitions — March’s trough and the April–June recovery are the dominant momentum story in this window. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1.
Recreation and Travel CPCs were consistently below the global baseline — on average ~46% lower across the period. The gap varied: narrowest in June 2026 (~34% below the global CPC) and widest in March 2026 (about 62% below). While the global trend climbed about 27% from start to finish, Recreation and Travel showed a larger net gain (~37%) but with greater month-to-month volatility. In short: below‑market costs, more volatile swings, and sharper rebound behavior relative to baseline CPC patterns.
Understanding Facebook Ads benchmarks for CPC trends and industry ad performance in Recreation and Travel across All countries provides a clear lens into country‑specific ad costs and broader CPC trends against the global CPM analysis and CTR performance context.
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. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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.
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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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