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 Colombia saw exceptionally low cost-per-clicks throughout the period, running far below the global Facebook Ads benchmarks while moving through a choppy year. CPCs built through Q1, surged in May, then slid sharply through Q4 and into January 2026. The category’s mid-year lift contrasted with a late-year trough, with October and December standing out for unusually cheap clicks. 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 Colombia compared to the global benchmark.
CPC in Colombia opened 2025 at $0.18 and closed January 2026 at $0.05, a 72% drop across the observed period. The year’s high arrived in May at $0.43, while the lowest point came at the very end: $0.06 in December and $0.05 in January 2026. Across the 13 months, CPC averaged $0.21 (2025’s calendar-year average was $0.23).
Momentum was pronounced. From January to March, CPC climbed 64% ($0.18 to $0.29). April softened to $0.27 before a sharp May spike to $0.43 (+57% month over month). A correction followed: $0.25 in June and $0.19 in July. August and September stabilized near $0.23, then October dropped to $0.09 (−60% vs. September). November rebounded to $0.24 before a steep December dip to $0.06 (−73% vs. November). Month-to-month volatility averaged $0.09, roughly 41% of the average CPC—large swings on a low-cost base.
Quarter by quarter, Q2 was the strongest period for Colombia’s Recreation and Travel CPCs, averaging $0.32 on the back of the May high. Q1 averaged $0.24 as costs steadily rose through early-year demand. Q3 settled into a mid-range level near $0.21, with August–September almost flat. Q4 was the softest at $0.13, driven by an October trough and a December low, with January 2026 extending that softness at $0.05. This rhythm diverged from typical Q4 pressure: while many markets see cost inflation late in the year, Colombia’s CPCs compressed instead.
Against the global benchmark, Colombia remained structurally cheaper. The global CPC averaged $1.11 across the same period versus Colombia’s $0.21—about 81% lower. In absolute terms, global volatility averaged $0.07 per month (roughly 6% of its level), while Colombia’s $0.09 average swing equated to 41% of its level, making Colombia more volatile relative to its baseline.
The monthly gap varied significantly. Colombia ran at 16–26% of global CPCs in Q1, narrowed to its closest point in May at 37% of global (63% below), then widened again in Q4–January, where CPCs dipped to just 6–8% of global levels (94–92% below). Trajectory differences were notable: globally, CPCs were relatively steady through most of 2025 with a November high ($1.32) and a lighter December–January, ending January 2026 roughly 25% below January 2025. Colombia’s path was choppier and ultimately steeper, falling 64% from January to December 2025 and 72% by January 2026.
In summary, Facebook Ads CPC trends for Recreation and Travel in Colombia were consistently below market, averaging $0.21 versus a $1.11 global benchmark, with a clear mid-year high and a sharp late-year decline. Understanding these country-specific ad costs and CPC performance benchmarks helps contextualize industry ad performance in Colombia relative 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 Recreation and Travel industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Colombia, 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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Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform better.
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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