Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Australia’s Facebook Ads cost-per-click ran consistently below the global benchmark over the past year, with cheaper clicks but a choppier path. CPCs in Australia fell from a November 2024 high to a mid‑2025 trough, then rebuilt through late Q3 before easing again in October. The market showed notably larger month-to-month swings than the global average, with standout moves around year‑end and mid‑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 Australia compared to the global benchmark.
For context, the global CPC averaged $1.15 across the same months (Nov 2024–Oct 2025), ranging from $1.47 (Nov 2024) to $1.04 (Sep 2025).
Seasonality shows a familiar arc, but with Australian-specific cadence. CPCs softened from late Q4 into early Q1, reaching an early trough in February. A spring rebound lifted March and April, followed by a mid‑year reset to the June low. Q3 brought steady rebuilding, culminating in September’s near‑dollar level before a mild Q4 cool‑off in October. Globally, costs eased from November’s high into Q1, hovered near flat in Q2, dipped in September, and ticked up again in October—consistent with the typical Q4 pressure that often lifts country-specific ad costs. The global series continued up into November 2025 ($1.21), reinforcing that late‑year competition tends to raise CPCs.
Australia undercut the global benchmark every month, averaging about 19% cheaper—an effective “discount” of roughly $0.22 per click. The gap was widest in December (Australia 34% below market) and February (29% below), and narrowest in September (6% below) and April (7% below). While both series declined by roughly 28% from November 2024 to October 2025, Australia’s path was more volatile, with sharper dips and rebounds, particularly around year‑end and mid‑year.
In summary, Facebook Ads benchmarks for cost-per-click across all industries in Australia show consistently lower CPCs than the global average, a June low, and a late‑Q3 rebound before softening into October. These CPC trends, viewed alongside broader CPM analysis and CTR performance, help frame country-specific ad costs and industry ad performance against global patterns. Understanding cost-per-click benchmarks for all industries in Australia clarifies how the market stacks up relative to worldwide CPC dynamics.
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. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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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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.
Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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