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 Great Britain ran well below global cost levels throughout the period, while tracing a distinct seasonal rhythm of their own. CPC trends started modestly, surged into mid-summer, reset sharply in August, then held a firmer floor into Q4 and early January. Compared with the global Facebook Ads benchmarks, Great Britain’s costs were consistently cheaper in absolute terms, yet proportionally more jittery month to month, with standout swings in July, August, and September.
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.
The cadence followed travel demand but with a pronounced mid-year whipsaw. Q1 hovered near 0.28–0.30, Q2 lifted to an average near 0.31, and Q3 was the most dynamic: a July peak (0.48), an August trough (0.25), and a September rebound (0.41). Q4 settled into a tighter band (0.37–0.40), suggesting firmer pricing without a dramatic spike. In January 2026, costs eased to 0.36, still above the early-year floor seen in 2025.
Global CPCs showed a different seasonal contour: steady around 1.10–1.15 through Q1–Q3, a pronounced Q4 surge peaking in November (1.32), then a sharp reset into December (1.05) and January 2026 (0.85).
Across the period, Great Britain’s Recreation and Travel CPCs remained below market. On average, they sat at 0.34 versus 1.11 globally — about 69% under the global CPC benchmark. The monthly gap fluctuated:
These Facebook Ads benchmarks for cost-per-click underline how country-specific ad costs in Recreation and Travel differ sharply from the global pattern. Great Britain’s CPC trends remained structurally lower than worldwide levels, with a mid-summer spike, an August reset, and steadier pricing into Q4. Understanding CPC performance benchmarks for the Recreation and Travel industry in Great Britain helps advertisers evaluate cost dynamics against the global baseline and interpret country-specific seasonality within broader industry ad performance.
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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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.
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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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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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
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