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 Israel saw an unusually choppy CPC story: a quiet, low-cost Q1, a dramatic surge in April–May, and a sharp reset into the fall. Across the observed months, Israel’s CPC averaged $0.78, roughly 32% below the global benchmark for the same period. Yet the year’s most striking feature was the amplitude: CPC swung nearly 7x from a $0.28 low in October to a $1.93 high in May. The data points to a market that briefly ran above global pricing in late spring before falling back to deeply discounted levels.
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 Israel compared to the global benchmark.
The period opens with low CPCs: $0.39 in January and $0.37 in February, then a lift to $0.57 in March. The inflection arrives in Q2. CPC jumps to $1.83 in April and peaks at $1.93 in May—more than triple March and the only two months running above the global benchmark. By June, costs reset to $0.47 (−76% versus May), before softening further to the yearly low of $0.28 in October and a partial rebound to $0.44 in November. From start to finish (January to November), CPC edges up 13%, but that topline masks dramatic mid-year turbulence.
Key stats for Israel’s Recreation and Travel CPC:
The rhythm is distinct: a soft open in Q1, a powerful Q2 spike, and a late-year comedown. The April–May crest stands out as the defining moment—CPC rose 220% from March to April, then added another 5% in May. The retreat was just as swift: June fell 76% from May, and by October costs touched their trough before a 58% lift into November. This arc aligns with common seasonal dynamics in travel—mid-year demand and competition can lift CPC—while the fall period often sees softer engagement or more efficient country-specific ad costs as budgets and attention shift.
Compared to Facebook Ads benchmarks globally, Israel traded below market most of the time. Using the same months for parity (Jan–Jun, Oct–Nov), the global CPC averaged $1.15 versus Israel’s $0.78. In six of eight months, Israel’s CPC was 50–75% below global levels:
The exception was April–May, when Israel ran 62–68% above the world median. The narrowest deficit occurred in March (about 50% below), and the gap flipped positive in April–May. While the global CPC trend was relatively stable—small monthly moves within roughly $0.04 most months and a measured rise into November—Israel’s series was far more volatile, marked by a brief, outsized spike and a long tail of discounted CPC thereafter.
For performance marketers tracking CPC trends and Facebook Ads benchmarks, the Recreation and Travel category in Israel delivered a year defined by a Q2 surge and sustained below-market costs elsewhere. Understanding CPC performance for Recreation and Travel in Israel—alongside the global benchmark—helps quantify country-specific ad costs and situate industry ad performance within broader CPM analysis and CTR performance contexts.
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 Israel, 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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Passover (April), Sukkot and Fall holidays (Sept–Oct), Hanukkah (December)
CPM and CPC might rise during Passover as consumers prepare homes and plan meals. Fall holiday cluster may see media consumption fluctuate—consumers often offline during holidays, but prior week advertising demand may peak. Yom HaAtzmaut might spark tourism and leisure engagement. Hanukkah could drive e‑commerce CPMs for toys and electronics.
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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