Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Recreation and Travel advertisers in India saw an unusually low-cost year for clicks, with CPCs sitting at just a sliver of the global benchmark and trending downward across most of 2025. The market opened high by its own standards in January and then fell sharply into late spring, briefly rebounded in June, and settled into sub‑cent territory by October. The shape is decisive: a steep early-year slide, mild mid-year stabilization, and a quiet Q4 start—highly volatile in relative terms, yet occurring at extremely low absolute 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 Recreation and Travel in India compared to the global benchmark.
The strongest period came early: Q1 averaged roughly 5.9¢ per click, before sliding through Q2 to the May trough. June posted the only meaningful rebound of the year, then Q3 settled near the 1¢ mark. October, the opening of Q4, held at approximately 0.5¢—subdued and well below early-year levels. This pattern contrasts with a typical platform rhythm where costs can firm into Q4 as competition rises; globally, CPCs did lift from September to October by about 3.9%, though the broader global curve remained relatively flat overall.
Against the global Facebook Ads benchmarks, India’s Recreation and Travel CPCs remained far below market throughout. For January–October 2025, global CPC averaged about $1.11, while India averaged $0.026—roughly 98% lower. The gap was narrowest in January, when India trailed global CPCs by about 91%, and widest in May at approximately 99.9% below global levels. By October, the gap remained substantial at around 99.5% below.
Trendlines also diverged: India declined sharply (−95% from January to October), whereas the global benchmark edged down modestly (−1.9%) over the same months. Volatility looked different in context as well. Global CPCs moved about $0.021 per month on average—only about 1.9% of the global mean—while India’s 1.4¢ monthly moves equaled more than half of its local average, indicating a choppier path on a much lower cost base.
In sum, Facebook Ads CPC trends for Recreation and Travel in India were exceptionally low and downward-trending across 2025, with brief mid‑year relief and persistent discounts versus the global benchmark. Understanding CPC benchmarks and country-specific ad costs for Recreation and Travel in India helps marketers interpret industry ad performance relative to global patterns and broader Facebook Ads benchmarks.
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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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