Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Colombia’s cost-per-click sat dramatically below the global Facebook Ads benchmarks throughout the year, with a clear Q4 lift and one standout spike. Across all industries in Colombia, CPC averaged $0.20 for the year, versus a $1.13 global average — roughly one-sixth of the global level. The local trend climbed from a soft start to a pronounced October peak, then settled into year-end at a higher plateau than where it began. In contrast, the global line stayed relatively flat most of the year before a sharp November surge and quick December retreat. 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 Colombia compared to the global benchmark.
Colombia opened at $0.15 in January and closed at $0.22 in December, a +47% lift across the year. The high came in October at $0.29, with the low in January at $0.15; the full-year average landed at $0.20. Monthly movement was noticeable: February jumped (+$0.04), April accelerated (+$0.04), and October spiked (+$0.10, +55% month over month), followed by a November correction (−31%) and a December rebound (+11%).
Volatility in Colombia averaged a $0.04 absolute move per month, or about 19% of the country’s mean CPC — choppier in percentage terms than the market. Globally, CPC averaged $1.13, ranging from $1.06 in December to $1.32 in November. The global average absolute monthly change was higher in absolute terms ($0.06) but far steadier relative to its level (about 5% of the mean).
The rhythm in Colombia resembled a three-act year:
Globally, seasonality was more muted until late year. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1, yet the global CPC pattern showed the opposite pricing effect: a pronounced November surge followed by a December drop, consistent with peak auction pressure and post-peak normalization.
Colombia’s CPCs remained below market every month, tracking at 75–87% under the global benchmark. The gap was narrowest in October (Colombia at 25% of global; ~74% below) and widest in January (~87% below). While the global trend edged slightly down from January to December (−6%), Colombia climbed meaningfully (+47%), with H2 in Colombia averaging $0.20 versus $0.19 in H1 (+9%). By quarter, Colombia’s Q4 was 38% above Q3, compared with a 6% lift globally over the same period.
In short, Colombia combined structurally low country-specific ad costs with a more pronounced intra-year swing, especially around the October peak, while the global curve was flatter until its November bulge.
Understanding Facebook Ads CPC benchmarks for all industries in Colombia helps marketers interpret CPC trends, compare country-specific ad costs to the global pattern, and situate industry ad performance alongside 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 Colombia, 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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Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform 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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