Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all countries, SaaS & Cloud Platforms ran materially “above market” on Facebook Ads benchmarks for cost-per-click, and did so with noticeably sharper month-to-month swings. CPC trends for this category averaged $1.77 from November 2024 through November 2025, versus a $1.15 global benchmark across all industries. The year featured an early dip into February, a spring lift, and a pronounced surge in Q4 that pushed October to the annual high. Volatility stood out as a defining feature, with several sharp lifts and pullbacks that were far more dramatic than global patterns.
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 SaaS & Cloud Platforms in all countries compared to the global benchmark.
SaaS & Cloud CPC opened at $1.79 in November 2024 and closed at $1.91 in November 2025, a 7% lift year over year. The annual low arrived in February at $1.47, followed by a steady rebuild into spring. May jumped to $1.97 (+27% from April), and after a brief cooldown to $1.67 in August, CPCs accelerated again: $1.88 in September and a peak of $2.18 in October, before easing to $1.91 in November.
Key movements were concentrated around late spring and early Q4. The largest single-month lift was April to May (+$0.42), while the sharpest late-year rise spanned August to October (+$0.51), underscoring the category’s sensitivity to competitive periods.
Seasonality followed a familiar rhythm for country-specific ad costs at a global rollup: softer through Q1, firmer by late spring, and most elevated in Q4. SaaS & Cloud demonstrated that pattern with a February trough, a spring climb, and a noticeable Q4 surge. The August lull mirrored a broader mid-year softening, yet the rebound into September and October was steeper than typical CPM analysis or CTR performance narratives alone would suggest, emphasizing the cost pressure in peak buying cycles.
Compared to the global benchmark, SaaS & Cloud was consistently higher and more volatile:
The gap was narrowest in December 2024 (+22% above global) and widest in October 2025, when SaaS & Cloud CPC more than doubled the benchmark (+102%). From May through October, the category held a 54–102% premium over global costs, highlighting a sustained period of elevated CPCs.
In sum, Facebook Ads benchmarks show CPC for SaaS & Cloud Platforms across all countries running well above global norms, with higher volatility and a pronounced Q4 surge. Understanding CPC trends for SaaS & Cloud Platforms in all countries helps marketers contextualize country-specific ad costs against the broader 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 SaaS & Cloud Platforms industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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
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