Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Software Development advertisers in Singapore spent most of the year riding a sharper CPC wave than the market, peaking early and sliding hard into Q4. Across the period, Singapore’s Facebook Ads CPC averaged 1.08, a touch below the global benchmark at 1.14, but the path there was anything but average: a strong first half, a mid-year reset, and a pronounced divergence from a globally rising Q4. 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 Software Development in Singapore compared to the global benchmark.
CPC in Singapore opened at 1.10 in December and closed at 0.67 in November, a 39% decline end-to-end. The year’s high arrived in May at 1.45, followed by a secondary high in June at 1.33. The low landed in October at 0.66, with a modest rebound to 0.67 in November. The full-period range was wide at 0.79 points, reflecting meaningful price compression from peak to trough (down 54% from May to October).
Month-to-month dynamics underline the choppiness. January lifted 18% over December to 1.30; April to May surged another 27%, marking the annual high. Then the floor dropped: June to July fell 34%, and September to October slid 36%. Average absolute volatility came in at 0.16 points per month—over three times the global baseline’s 0.05—signaling a notably more unsettled market.
The first half (January–June) was the pricing summit for Singapore’s Software Development CPC, averaging 1.26 with sustained strength from January through June and the annual peak in May. The back half (July–November) shifted to a softer regime, averaging 0.85, with lows clustered in October–November and only a slight November uptick.
Seasonally, the global market showed the familiar Q4 firming—November was the global high at 1.31—while Singapore moved the other way, undercutting 0.70 by October and staying subdued into November. That inverse rhythm is the defining seasonal signature of this dataset.
Relative to the global Facebook Ads benchmarks, Singapore’s Software Development CPC flipped polarity mid-year. In H1, Singapore ran 12% above market (1.26 vs. 1.12). In H2, it ran 24% below (0.85 vs. 1.13). Month by month, Singapore outpaced the global level from January through June (most notably May: +27% vs. market) and trailed from July onward, with the gap widening sharply in Q4 (October −40%, November −49%).
On average across the period, Singapore’s CPC sat about 5% below the global benchmark. The gap was narrowest in April (just 1% above market) and widest in November (49% below). Globally, CPC rose slightly from December to November (+3%), while Singapore’s trend declined (−39%), and did so with higher volatility (0.16 vs. 0.05 average monthly change).
In sum, Facebook Ads CPC trends for the Software Development industry in Singapore show a first-half premium over the market, followed by a decisive second-half deflation that ran counter to global Q4 pressures. Understanding these country-specific ad costs within broader Facebook Ads benchmarks helps frame Software Development industry ad performance in Singapore against 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. In the Software Development industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Singapore, 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 January (Chinese New Year), October–December (Deepavali, National Day promotions, Christmas), Mid-year retail events
CPM and CPC might rise during Chinese New Year and Deepavali for gifting, food, and apparel categories. Good Friday, Hari Raya, and Vesak Day long weekends could shift consumer behavior and spike media consumption. National Day promotions might elevate ad costs in entertainment and tourism. Singapore's small, affluent market means events can have noticeable retail impact.
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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