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 Great Britain ran on notably lower Facebook Ads CPCs than the global benchmark, yet the year told a story of mounting cost pressure. CPCs started modestly, drifted sideways through spring, spiked in July, crashed in August, and then surged to a year‑high in December. The pattern was choppy but directional: an up‑and‑to‑the‑right climb punctuated by sharp mid‑summer swings. 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 Great Britain compared to the global benchmark.
After a steady Q1 (January $0.30, February dip to $0.25, March back to $0.30), Q2 held near the $0.30 line with a small lift by June ($0.34). July jumped to $0.48, the first major spike, before an abrupt August compression to $0.25—the year’s low. The fall period rebounded quickly (September $0.41) and cooled slightly ($0.40 in October, $0.40 in November), then December broke higher to $0.51, the peak for the year.
Volatility averaged a 7‑cent absolute move month to month (about 0.07), which equates to roughly 21% of the period’s average CPC—elevated relative to the level of spend. The largest swings clustered in Q3: July’s +$0.15 jump, August’s −$0.24 reset, and September’s +$0.17 rebound.
Seasonally, this places Great Britain’s Recreation and Travel CPCs on an upward glide path through the calendar, with a distinctive summer spike/dip and a year‑end crest in December.
Against the global Facebook Ads benchmarks, Great Britain’s Recreation and Travel CPCs were consistently lower. The market averaged $0.35 versus the global $1.14—roughly 3.3x cheaper, or about 70% below the global level on average. Monthly gaps ranged from 55% below (tightest in December 2025) to 79% below (widest in December 2024).
Trendlines diverged: globally, CPCs bottomed around September ($1.07), spiked in November ($1.32), and eased in December ($1.12), finishing about 12% lower than the prior December. Great Britain, by contrast, rose steadily over the year to a December high. Volatility also differed: the global benchmark moved about $0.06 per month on average (roughly 5% of its mean), while Great Britain’s relative swings were larger at ~21% of its mean.
These Facebook Ads cost‑per‑click benchmarks show that Recreation and Travel in Great Britain operated far below global CPCs but with more pronounced intra‑year swings, culminating in a December high. Understanding CPC trends and country‑specific ad costs for Recreation and Travel in Great Britain helps contextualize industry ad performance against the global benchmark.
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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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 surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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