Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Australia’s Facebook Ads cost-per-click (CPC) ran consistently below the global benchmark across the observed period, with sharper month-to-month swings but a clear mid-year rebound. The year opened soft, troughed mid–Q2, and rallied through September before easing again in October. The standout months: a high in November 2024 and a low in June 2025, with the narrowest gap to the world average arriving late in Q3.
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 all industries in Australia compared to the global benchmark.
CPC for all industries in Australia started at 1.18 AUD in November 2024 and closed at 0.88 AUD in October 2025, a 26% decline over the period. The median CPC averaged 0.93 AUD, ranging from a peak in November 2024 (1.18) to a low in June 2025 (0.79). Volatility averaged 0.11 AUD month over month, indicating relatively choppy conditions.
Key movements punctuated the trend:
Across the same November–October window, the global CPC averaged 1.14 USD-equivalent, versus Australia’s 0.93 AUD, placing Australia roughly 19% below market on average.
The pattern shows a Q4 spike followed by early-Q1 softness—common in broader auction dynamics—though Australia’s December drop was more pronounced than November’s surge implied. Q1 held to a low base (average 0.87) before a mixed Q2: April rose notably, May normalized, and June set the period’s floor. Q3 rebuilt steadily (0.89 → 0.96 → 0.98), suggesting stronger late-quarter efficiency, before an October cooldown.
In summary by quarter: Q1 averaged 0.87, Q2 0.93, and Q3 0.94, reflecting a gradual climb from a soft start toward a firmer late-year posture.
Australia sat below the global benchmark every month. The gap ranged from 6% to 34% below:
The upshot: Australia’s country-specific ad costs for CPC remained structurally below the global benchmark, with more pronounced intra-year swings and a clear mid-year trough followed by a late-Q3 recovery.
Understanding Facebook Ads benchmarks for CPC trends across all industries in Australia—set against the global benchmark—helps frame country-specific ad costs and the rhythm of industry ad performance over the year. This CPC analysis for all industries in Australia highlights consistent below-market pricing, notable seasonality, and higher volatility relative to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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.
Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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