Facebook Ads Insights Tool

Facebook Ads CPC Benchmarks

Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type

CPC (Cost Per Click)

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-click benchmarks: Sep 2024–Sep 2025

This analysis looks at cost-per-click (CPC) trends for industry All industries available and target country All countries available compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Overall level: The selected series sits exactly in line with the global baseline every month (0.0% deviation).
  • Average CPC across the period: $1.134; range: $0.521 (low $0.953 in Sep 2025; high $1.474 in Nov 2024).
  • Direction: From Sep 2024 to Sep 2025, CPC fell 10.7%.
  • Volatility: Average month-to-month move was about $0.086 (~7.6% of the period average), with the largest rise in Nov 2024 and the sharpest drop in Dec 2024.
  • Seasonality: Clear Q4 spike peaking in November; costs eased through H1 2025 and dipped further in Q3 2025.

Selected data highlights

  • Average CPC: $1.134 across 13 months.
  • High: $1.474 in November 2024.
  • Low: $0.953 in September 2025.
  • First-to-last change: Down from $1.067 (Sep 2024) to $0.953 (Sep 2025), a 10.7% decrease.
  • Seasonal pattern: Q4 elevated CPCs. The Q4 (Oct–Dec 2024) average was ~$1.316, compared with ~$1.111 in H1 2025 and ~$1.020 in Q3 2025, reflecting a steady cooling after the holiday period.
  • Volatility: The average absolute month-to-month shift was $0.086. Notable moves included:
  • Up +$0.295 from October to November 2024 (+25.0% vs. October).
  • Down −$0.177 from November to December 2024 (−12.0% vs. November).
  • Down −$0.104 from August to September 2025 (−9.9% vs. August).

Comparison to the global baseline

  • Level and pattern: The selected All industries available and All countries available series is identical to the global baseline at every time point. Trends are therefore “in line with overall trends” throughout the period.
  • Relative positioning:
  • November 2024 spike to $1.474 matches the global high.
  • The low in September 2025 at $0.953 matches the global low.
  • The steady H1 2025 moderation and the Q3 2025 softness are fully aligned with the global movement.

Seasonal dynamics and volatility

  • Q4 uplift: CPCs typically increase in Q4 around holiday periods; this series shows a pronounced peak in November 2024, followed by a post-holiday correction in December.
  • Stabilization phase: After January, CPCs trended gradually downward, with smaller month-to-month changes (often under $0.03) from February through May before a mid-year dip in June.
  • Late-summer softness: July and August were relatively stable, with a further step down in September 2025 to the series low.

Understanding cost-per-click benchmarks on Facebook Ads in industry All industries available and All countries available helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

What exactly is CPC in Facebook Ads?

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).

What's considered a good CPC for Facebook ads in 2025?

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.

What influences cost per click on Facebook?

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.

Why is my Facebook ad CPC suddenly increasing?

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.

Do desktop and mobile Facebook ads have different CPCs?

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.

Should I optimize my campaigns for CPC or conversions?

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.

Why do my CPC benchmarks differ from published industry averages?

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.

Are CPCs cheaper on Instagram or Facebook?

Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.

Discover CPC benchmarks by campaign type

Explore how different campaign objectives affect your CPC performance: