Facebook Ads CPM Benchmarks in Brazil

Introduction

Brazil’s country-specific ad costs moved counter to the global tide this year. While the global CPM benchmark climbed steadily into Q4, Brazil’s CPM eased through the back half of the year, finishing at its lowest point in December. The result is a market that remains structurally cheaper than the global average, with sharper relative swings month to month and standout peaks early in the year. 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 Brazil compared to the global benchmark.

The story in the data

Across all industries in Brazil, CPM averaged 3.47 over the 13-month window, starting at 2.73 in December 2024 and ending at 1.72 in December 2025 (−37% year over year). The series peaked at 5.26 in February 2025 and found a near-peak at 5.17 in May, before drifting lower into Q4. The trough came in December 2025 at 1.72.

Momentum was pronounced early: January to February rose +55% (3.39 to 5.26), followed by a March pullback (−27%). A second lift into May was followed by the sharpest single-month drop of the year in June (−40% vs. May). Q4 cooled progressively: October 2.54, November 2.47, and December 1.72 (−31% month over month). Average month-to-month movement measured 0.93 points, or roughly 27% of the Brazil mean—noticeable relative volatility even if absolute swings were small.

Seasonal and monthly dynamics

Brazil’s CPM pattern favored early-year strength, mid-year stability, and late-year softness. H1 2025 averaged 4.23, lifted by February and May highs. H2 stepped down to 2.85 (−33% vs. H1), with a gradual slide through August–October and a decisive drop in December. This rhythm diverges from the typical global pattern, where competition and spend often intensify in Q4. In Brazil, the softest stretch was Q4, culminating in the year’s low in December, while the strongest impulses clustered in February and May.

Country vs. Global

The global benchmark averaged 20.16 over the same period—placing Brazil about 83% below global CPMs on average. Brazil’s CPM was most aligned with the world market in February, when it trailed by 71% (5.26 vs. 18.00), and most discounted in December, at 93% below global levels (1.72 vs. 24.15). Global CPMs followed a classic arc: lowest in January (17.76), rising through Q3 and spiking in November (25.08), before a modest December dip (−3.7% vs. November). From January to December 2025, global CPMs increased +36%, while Brazil declined −49% over the same window. Volatility also differed: the global series moved 1.18 points on average per month (about 5.9% of its mean), indicating steadier relative changes than Brazil’s higher proportional swings.

Closing

In sum, Facebook Ads benchmarks show that CPM analysis for all industries in Brazil features early-year lifts, mid-year plateaus, and an atypically soft Q4—consistently and significantly below the global benchmark. Understanding CPM performance and country-specific ad costs in Brazil helps situate CPC trends and CTR performance within a broader market context and compare all-industry CPM benchmarks in Brazil to global patterns.