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 in South Africa ran noticeably “below market” CPCs for most of the year, but with dramatic month-to-month swings. The story is one of a low-cost baseline punctuated by outsized spikes: a deep trough into June and October, a sharp lift in August that briefly matched and even edged past global CPCs, and a year-end elevation into November. 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 South Africa compared to the global benchmark.
Across the 12-month window (Dec 2024–Nov 2025), South Africa’s median CPC averaged about $0.55, versus a global benchmark near $1.14. The period opened at $0.59 in December 2024 and closed higher at $0.83 in November 2025—roughly a 40% lift from start to finish.
Highs and lows were striking. The local high arrived in August at $1.12, the only month to sit above the global level (global August: $1.10). Other elevated months included May ($0.95), November ($0.83), and January ($0.82). The lows were pronounced: June dropped to $0.12 and October to $0.16, with July also soft at $0.30 and April at $0.36. The range ran nearly tenfold from low to high ($0.12 to $1.12), a much wider spread than the global pattern.
Momentum was choppy. After a January lift (+37% vs December), CPCs fell sharply in February (−46%) and eased further in April. May surged (+165% vs April), then collapsed in June (−88%). A two-month rebound culminated in August’s peak (+277% vs July), followed by another two-step decline into October and a strong rebound in November (+417% vs October). On average, South Africa’s absolute month-to-month move was about $0.43—roughly 9x the global swing (~$0.05)—highlighting materially higher volatility in local CPC trends.
The rhythm favored dramatic mid-year contrasts. Early Q1 was mixed, with January elevated and February/March moderating. Q2 split into a May spike and a June trough, with July still subdued. Q3 brought the clearest lift, peaking in August before retracing into September. Q4 opened unusually soft in October before bouncing hard in November—consistent with broader market pressure that often raises CPCs toward the end of the year, though the local October dip stood out as an anomaly.
Relative to global Facebook Ads benchmarks, South Africa’s Wellness & Holistic Health CPCs were consistently below average—by roughly half on the year. The gap was widest in June (−89% vs global) and October (−85%). The narrowest gap arrived in August, when South Africa briefly edged above the global benchmark by about 2%; the next-tightest month was May (−16%). While the global series was steady overall (+3% from December to November, with a late-year rise), South Africa’s pattern was much more volatile, oscillating between low-cost periods and sudden surges.
In short: the global trend was gradual and predictable, while South Africa’s was more eventful—lower on average, but punctuated by outsized moves and a notable Q3 peak.
Understanding Facebook Ads CPC benchmarks for the Wellness & Holistic Health industry in South Africa highlights a year of low average country-specific ad costs, sharp volatility, and a singular August peak that briefly topped the global market. These CPC trends provide a clear reference point for industry ad performance in South Africa relative to 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 Wellness & Holistic Health industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting South Africa, 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 & Day of Goodwill), Mid-year retail (June Youth Day promotions)
CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.
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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