Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Great Britain’s cost-per-click (CPC) trajectory over the last 13 months broadly tracked the global benchmark but with sharper swings and a notable December spike. 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 available in Great Britain compared to the global benchmark.
COST_PER_CLICK in Great Britain began at £0.96 in June 2025 and closed at £1.06 in June 2026 — a net lift of about +11% from start to finish. Across the period the median CPC averaged £1.10 for Great Britain, versus a global median of roughly £1.07 — about 3% higher on average. The highest monthly CPC was in December 2025 at £1.50, and the low point was April 2026 at £0.92. That December peak was striking: roughly 36% above Great Britain’s average and nearly 49% above the global December median.
Monthly movements were pronounced. The year shows recurring up-and-down momentum: a sharp rise into July and September 2025, a big spike in December, then a rapid fall into January 2026 and the trough in April. Smaller rebounds followed in late spring. Absolute month-to-month swings averaged about £0.18 in Great Britain — a sizable amplitude for CPC measures.
Rhythm in the data leans toward episodic spikes rather than a smooth seasonal slope. Q3 (July–September 2025) saw multiple pushes — July and September landed above the global medians — while October and the Q1 months showed softness in some stretches. December produced an outlier spike (holiday period pressure plus campaign concentration), followed by a steep January correction. April represented the softest point in the series, with March–April showing the clearest dip before modest recovery in May–June.
This cadence contrasts with the baseline’s steadier monthly pattern where changes are smaller and the only large swing occurs around November–December at the global level.
Compared to the global benchmark, Great Britain was above market in five of 13 months (notably July, September, December, January and February) and below average in eight months. The largest positive gap appeared in December (+~49% vs. global December), while the widest shortfall was in April (about −13% vs. global April). Volatility tells a similar story: Great Britain’s average monthly absolute change (~£0.18) was roughly 2.6× the global monthly swing (~£0.07), signaling a more volatile CPC environment even though the yearly mean sits only slightly above the global level.
This view sits at the intersection of Facebook Ads benchmarks, CPC trends, CPM analysis narratives, CTR performance context, country-specific ad costs and broader industry ad performance discussions for Great Britain.
Understanding COST_PER_CLICK benchmarks for All industries available in Great Britain within Facebook Ads benchmarks provides a data-grounded lens for comparing country-specific ad costs to global CPC trends.
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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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