Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Brazil’s cost-per-click ran far below the global benchmark and moved with sharper peaks and troughs. Across all industries, CPCs in Brazil started high in November 2024 and slid steadily into late 2025, punctuated by a couple of brief rebounds. The global market, by contrast, held a tighter band with predictable Q4 lifts. 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.
Brazil’s CPC opened at $0.75 in November 2024 and closed at $0.18 in November 2025—an overall decline of 76%. The period average was $0.42, with a high at $0.75 (November 2024) and a low at $0.18 (November 2025). Volatility was pronounced: average month-to-month movement reached $0.17, about triple the global benchmark’s $0.06.
Key inflection points framed the year. After the November 2024 high, December fell sharply to $0.34 (−54%). Early 2025 saw a modest reset—January ($0.54) and February ($0.50)—before softening in March–April ($0.36–$0.38). May delivered the year’s second-strongest month at $0.59 (+55% from April), followed by a pullback in June ($0.47) and a mid-year trough in July ($0.27). The most dramatic swing came from July to August, when CPC more than doubled to $0.56 (+107%), only to slide again in September ($0.25) and October ($0.27), finishing the period with a fresh low in November 2025 ($0.18).
The data hints at recognizable seasonal rhythms with a Brazil-specific cadence. Q4 typically tightens as competition rises; Brazil reflected that pressure in November 2024 with the year’s peak but diverged in December with a steep reset. Early Q1 stabilized before easing into March–April. Mid-year (May) stood out as a strong pocket, while late Q2 and early Q3 softened, culminating in a July trough. August briefly rebounded, then CPCs faded into September–October and set a new low by November 2025. The arc reads as a year that started elevated, saw mid-year oscillations, and finished well below its starting point.
Relative to Facebook Ads benchmarks worldwide, Brazil was consistently cheaper. Brazil’s CPC averaged $0.42 versus a global average of $1.15—roughly 64% lower. The gap narrowed to about 48–52% below global levels during stronger months (November 2024, May 2025, and August 2025), then widened to 75–86% below in weaker stretches (July–November 2025). Directionally, the global trend slipped 12% from November to November (from $1.44 to $1.27), while Brazil declined 76%, indicating a much steeper slide. The global series stayed concentrated between roughly $1.05 and $1.14 for most of the year, with Q4 lifts, whereas Brazil traced a choppier path with more abrupt month-to-month moves.
In sum, Facebook Ads CPC trends for all industries in Brazil show a low-cost, high-volatility market that diverged from steadier global CPC benchmarks—brief mid-year rebounds amid a broader slide and Q4 outcomes that undercut the typical global lift. Understanding cost-per-click benchmarks and country-specific ad costs in Brazil helps advertisers evaluate how CPC performance compares to global patterns and broader Facebook Ads benchmarks.
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.
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