Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Wellness & Holistic Health advertisers faced consistently higher Facebook Ads CPCs than the broader market, with a clear late-2024 peak and a year-long cool-down through most of 2025 before a sharp pre-holiday lift. Across all countries, CPCs in this vertical averaged about $1.50 over the last 13 months, carrying a persistent premium over the global, all-industry benchmark (average $1.15). The year opened elevated, slid steadily into a low in October 2025, then rebounded materially in November. Volatility was also more pronounced than the market, with larger month-to-month swings and wider seasonal range.
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 Wellness & Holistic Health in all countries compared to the global benchmark.
CPC trends for Wellness & Holistic Health started high at $2.09 in November 2024 and ended at $1.53 in November 2025, a 27% decline year over year. The series averaged $1.50, with a high of $2.09 (November 2024) and a low of $1.24 (October 2025), a range of $0.85—far wider than the global market’s $0.39 band.
The path was a glide downward with intermittent lifts:
Volatility averaged a 0.12-point absolute monthly move, roughly double the global benchmark’s 0.06-point pace, signaling choppier CPC dynamics in Wellness & Holistic Health.
Seasonally, the data trace a familiar rhythm: elevated late-year costs, moderation in Q1, and a gradual softening through midyear. Q1 2025 averaged $1.55, Q2 dipped to $1.44 (−7% from Q1), and Q3 eased further to $1.32 (−8% from Q2). Early Q4 was mixed: October’s low ($1.24) underscored the year’s floor, followed by a November lift to $1.53, consistent with late-year competition. The tightest stretch was late Q3 into October, when monthly moves were smaller and CPCs compressed toward the year’s minimum.
Across all countries, Wellness & Holistic Health CPCs sat above market throughout, with a sustained premium of roughly 15% to 46% by month and an average premium of about 31%. The widest gap occurred in November 2024 (+45% vs. the global $1.44), while the narrowest was in October 2025 (+15% vs. the global $1.08). The global series declined a more modest 12% from November 2024 to November 2025 (from $1.44 to $1.27), versus a 27% drop in Wellness & Holistic Health, indicating a sharper descent in vertical-specific costs. Global CPCs also showed steadier month-to-month movement, reinforcing that this industry’s country-aggregated ad costs are more volatile than the all-industry baseline.
Facebook Ads benchmarks for cost-per-click in Wellness & Holistic Health across all countries tell a clear story: elevated CPCs relative to the market, a long cooldown through 2025, and a late-year rebound. Understanding CPC trends and country-specific ad costs for Wellness & Holistic Health helps advertisers evaluate how this vertical’s pricing compares with global patterns over time.
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 Wellness & Holistic Health industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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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