Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Brazil’s Facebook Ads cost-per-click ran well below the global benchmark throughout the period, but the story is marked by sharper swings. CPC in Brazil averaged $0.45 versus a global $1.15, with a dramatic December drop, a steady Q1 reset, a May lift, and a July trough followed by an August rebound. Volatility was the headline: Brazil’s month-to-month moves were roughly three times larger than the global trend.
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 Brazil compared to the global benchmark.
Across all industries in Brazil, CPC began at $0.78 in November 2024 and closed at $0.39 in August 2025, down about 50% over the period. The average CPC was $0.45, with a peak at $0.78 (November) and a low at $0.22 (July), a peak-to-trough range of $0.56—about a 72% drop from the high. Ten-month volatility was notable: the average absolute month-over-month move was $0.18, driven by a $0.45 plunge in December (from $0.78 to $0.33), followed by a $0.21 rebound into January.
Key movements:
Over the window, four months sat above the Brazil average (Nov, Jan, Feb, May) and six below, underscoring a front-loaded cost environment with mid-year softness.
Seasonally, the global market typically elevates CPCs into late Q4 before easing through Q1. Brazil aligned partially with this rhythm—November was the local high—but diverged with an unusually soft December. Q1 in Brazil was comparatively steady, with CPC near $0.53 in both January and February. Q2 showed a two-step pattern: a March dip ($0.34), a mild April ($0.37), then a May lift ($0.57) before costs eased again in June ($0.40). Q3 opened with the year’s low in July ($0.22) and a noticeable August rebound ($0.39), suggesting a late-summer re-tightening of country-specific ad costs.
Compared to the global benchmark, Brazil’s CPC trends were consistently below market and more volatile:
The global lows clustered around June ($1.03), mirroring Brazil’s mid-year softness, but Brazil’s July trough pushed the divergence to its widest point.
Taken together, these Facebook Ads benchmarks highlight CPC trends for all industries in Brazil that are materially lower than global levels yet markedly more variable, with distinct Q4-to-Q1 realignment and a mid-year dip-and-rebound cadence. Understanding CPC performance in Brazil against the global benchmark provides clear, country-specific ad costs context for industry ad performance and complements broader CPM analysis and CTR performance comparisons.
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 Brazil, 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.
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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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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