Facebook Ads CPM Benchmarks in Brazil

Introduction

Brazil’s Facebook Ads CPMs tracked well below the global benchmark throughout the period, yet the local market moved with sharper ebbs and flows. The 12-month window from November 2024 to October 2025 shows two clear lifts—February and May—bookended by softer pockets in December and again from August through October. Across all industries, Brazil averaged a CPM of about 3.83, versus roughly 19.97 globally, highlighting a consistently lower cost base paired with higher month-to-month volatility.

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

Brazil’s CPM started at 4.57 in November 2024 and finished at 2.77 by October 2025, a 40% slide across the period. The high came in February (5.40), followed by another elevated reading in May (5.23). The low point first appeared in December (2.69) and re-emerged in September (2.69), with a slight uptick into October (2.77). The average settled at 3.83, with a range of 2.71 across the year.

Momentum shifts were pronounced. After a steep December drop (−41% vs. November), CPM rebounded in January (+26%) and surged into February (+59%), then cooled in March (−29%). A spring lift took hold in April (+23%) and May (+11%), before another sharp correction in June (−41%). The third quarter softened again (July to September: −36% cumulatively from May’s peak), with a modest October rebound (+3%). On average, absolute month-to-month movement in Brazil was about 29%, signaling a choppier market rhythm.

Seasonal and monthly dynamics

Seasonality showed a distinct pattern: a December trough, a climb through late Q1 into February, a resilient April–May, and a mid-year compression that extended into early Q4. While performance often tightens globally in Q4 as competition rises, Brazil’s December came in notably soft, then re-accelerated later in the quarter and into February. The late Q3 to early Q4 period (August–October) remained subdued, with September marking a second low before a mild October rebound.

Country vs. Global

Relative to the global baseline, Brazil’s CPM averaged about 81% below market (3.83 vs. 19.97). The narrowest gap arrived in February, when Brazil reached roughly 30% of the global level (about 70% below). The widest gap appeared in October, at roughly 13% of global CPMs (about 87% below). Over the period, the global trend drifted mildly lower (−13% from November to October), while Brazil declined more steeply (−40%). Volatility underscored the difference: Brazil’s monthly absolute change averaged ~29% versus ~6% globally, and its range relative to average (71%) was more than double the global amplitude (~33%).

Closing

In summary, CPM analysis for Facebook Ads across all industries in Brazil shows a low cost base with pronounced month-to-month swings—peaking in February and May, softening in December and again from late Q3 into early Q4—consistently trailing the global Facebook Ads benchmarks. Understanding country-specific ad costs, CPM analysis, and how they align with broader benchmark trends (alongside common lenses like CPC trends and CTR performance) helps contextualize industry ad performance in Brazil against global patterns.