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 Singapore ran markedly cheaper clicks than the global market, but with sharper ups and downs. Median Facebook Ads CPCs averaged $0.46 in Singapore versus a $1.13 global benchmark, a gap of roughly 59% across the year. The story is one of troughs early in the year, a mid-year lift with two sharp dips, and a pronounced November spike that reset lower by December.
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 Singapore compared to the global benchmark.
CPCs opened the year at $0.33 in January and closed at $0.34 in December—virtually flat (+3% end-to-start). The median hovered around $0.46 for the year, bounding between a low of $0.20 in February and a high of $0.96 in November.
Month-to-month, the journey was choppy:
Volatility was a defining feature: average month-to-month absolute change was about $0.25—over half the annual average CPC—signaling larger swings than a steady upward or downward drift.
The first quarter was the softest period (Q1 average ~$0.30), with February the year’s low. Q2 lifted to ~$0.44 but was uneven due to the June dip. Q3 was the most consistently elevated stretch (average ~$0.54), buoyed by July–August strength. Q4 landed the highest quarterly average (~$0.57), largely on an outsized November surge typical of rising competition late in the year; December then reset closer to long-run levels.
These rhythms align with common platform behavior: performance typically softens early in the year, steadies into summer, and experiences a cost uptick in Q4 as auction pressure rises, with engagement and pricing realigning in December and early Q1.
Relative to Facebook Ads benchmarks globally, Singapore’s Recreation and Travel CPCs stayed below market throughout the year. The gap narrowed in November—Singapore at $0.96 versus global $1.32 (about 27% below)—and widened most in February and June, when Singapore trailed by more than 80%. Across the year, Singapore averaged $0.46 while the global benchmark held at $1.13.
Trendlines diverged in shape: the global series drifted slightly lower from January to December (−6%) with a modest Q4 lift, whereas Singapore’s path was choppier yet ended roughly where it began (+3%). Volatility also differed materially: average month-to-month movement was ~$0.25 in Singapore versus ~$0.06 globally, making Singapore about four times more volatile on CPC. Global highs and lows were more contained (high $1.32 in November; low $1.06 in December) compared with Singapore’s wider $0.20–$0.96 range.
In sum, Facebook Ads CPC trends for Recreation and Travel in Singapore delivered consistently lower country-specific ad costs than the global benchmark, but with larger swings and a pronounced Q4 surge. Understanding CPC performance benchmarks for the Recreation and Travel industry in Singapore helps advertisers contextualize industry ad performance against global patterns and seasonality.
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 Singapore, 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
Late January (Chinese New Year), October–December (Deepavali, National Day promotions, Christmas), Mid-year retail events
CPM and CPC might rise during Chinese New Year and Deepavali for gifting, food, and apparel categories. Good Friday, Hari Raya, and Vesak Day long weekends could shift consumer behavior and spike media consumption. National Day promotions might elevate ad costs in entertainment and tourism. Singapore's small, affluent market means events can have noticeable retail impact.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app