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 Israel spent most of the period well below global Facebook Ads CPC benchmarks, punctuated by a sharp spring surge that briefly ran above market. The year’s shape is distinctive: a soft start through February, a steep climb into April–May, then a return to bargain CPCs by October with a modest lift in November. Volatility was pronounced, with large month-to-month swings compared to a relatively steady global baseline.
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.
Across the available months, Israel’s Recreation and Travel CPC averaged 0.75, ranging from a low of 0.30 in October to a high of 1.93 in May.
Across observed transitions, absolute month-to-month movement averaged 0.43 points, underscoring a choppy pattern. Despite the spring spike, the series ended slightly below where it started: 0.47 in December 2024 versus 0.44 in November 2025 (−7%).
The rhythm mirrors common seasonal patterns in digital advertising. Early Q1 was soft, with CPCs drifting lower into February. March marked the turn, and April–May delivered the year’s high-water mark for country-specific ad costs in this category. Mid-year stabilized quickly, with June retracing to pre-spike levels. By October, CPCs were at their lowest, then lifted into November, consistent with late-year competition that often nudges costs up. The pattern suggests a classic swell in spring, normalization into mid-year, then a Q4 lift—though the magnitude of Israel’s spring spike was atypically large.
Relative to the global benchmark, Israel ran materially cheaper on average. Using the same months for comparison, Israel’s Recreation and Travel CPC averaged 0.75 versus a global 1.16, about 35% below market.
Overall, Facebook Ads CPC trends for Recreation and Travel in Israel show a low-cost market with a brief, outsized spring surge and higher volatility than global norms. Understanding Facebook Ads cost-per-click benchmarks for Recreation and Travel in Israel helps teams gauge country-specific ad costs and compare performance to global CPC analysis.
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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