Facebook Ads CPM Benchmarks for Manufacturing in Brazil

Introduction

Manufacturing advertisers in Brazil operated in a very different CPM reality than the global market in 2025: costs were consistently lower but far more erratic. Median CPMs swung from rock-bottom levels in January to sharp spikes in February and again in October, then fell back just as quickly. By contrast, the global benchmark climbed steadily into a Q4 high. The headline: Brazil’s manufacturing CPMs averaged about a fifth of global levels, with bigger month-to-month jolts and a distinct Q4 pattern.

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 Manufacturing in Brazil compared to the global benchmark.

The story in the data

Brazil’s Manufacturing CPM started the year at 1.24 in January and ended at 2.16 in December, a 75% increase off a very low base. The annual average landed at 3.97, with a wide range between the year’s low (January, 1.24) and high (October, 8.82). Volatility was the defining feature: the average absolute month-to-month change was 2.82 points, with several double-digit percentage swings.

Two spikes punctuated the year. February jumped more than sixfold from January (+6.62 points), before retracing in March (−51%). Mid-year held a firmer band: April through July hovered between 3.53 and 5.15, peaking at 5.15 in June. Late Q3 softened markedly, with August and September slipping to 2.65 and 1.82. The sharpest move came in October, when CPMs surged +7.01 points (+386% vs. September) to the annual high, only to collapse in November (−7.37 points, −84%) and partially rebound in December (+48%). Nearly half the year sat below 3.00, underscoring a low-cost but choppy market.

Seasonal and monthly dynamics

The year opened with a typical Q1 trough in January but immediately broke pattern in February with an outsized spike, then normalized through March–April. Q2 presented a steadier plateau around 4–5, signaling firmer demand without runaway pricing. Q3 weakened, with August–September marking the softest stretch. Q4 diverged from the familiar global arc: October delivered the local high, but November did not sustain it; CPMs fell sharply before a modest December recovery. Globally, CPMs tend to rise into late Q4; Brazil’s manufacturing trend peaked earlier and reversed faster.

Country vs. Global

Relative to the global Facebook Ads benchmarks, Brazil’s Manufacturing CPMs were consistently below market. The annual average was 3.97 in Brazil versus 20.15 globally—about 80% lower. The global series rose from 17.73 in January to 22.04 in December (+24%), tracking a smoother climb with average monthly volatility of 1.21, less than half Brazil’s 2.82. Brazil underperformed every month: the narrowest gap came in February, when Brazil trailed the global CPM by 56% (7.86 vs. 17.90). The widest gap appeared in November, 94% below global (1.46 vs. 25.22). Peaks also misaligned: the global high was November, while Brazil peaked in October, then dropped as the world moved higher.

Closing

In short, CPM analysis shows Manufacturing in Brazil ran on markedly lower costs but with sharper swings than the global benchmark. Understanding Facebook Ads CPM benchmarks for the Manufacturing industry in Brazil helps teams interpret country-specific ad costs and compare industry ad performance to global patterns.