Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The headline: Brazil’s cost-per-click ran materially below the global benchmark across the 12‑month window, with a mid‑year peak, a deep Q4 trough, and a strong rebound into spring. 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, focusing on COST_PER_CLICK (CPC) and its place in broader Facebook Ads benchmarks, CPC trends, CPM analysis and country-specific ad costs.
Brazil’s median CPC averaged about $0.20 over the 12 months (June 2025–May 2026). The year opened with the highest point in June at roughly $0.37 and hit the low in December at about $0.11. Across the period the range was roughly $0.26, with month-to-month standard deviation near $0.07 — about 35% of the Brazilian mean, indicating meaningful relative swings.
By contrast the global baseline averaged roughly $1.06 per click. Global highs and lows were $1.29 (November) and $0.92 (January). On average Brazil’s CPCs ran roughly 80% below the global benchmark. The gap narrowed to its smallest in June (Brazil ≈ $0.37 vs global ≈ $1.07 — Brazil ≈ 34% of global) and widened at the December trough (Brazil ≈ $0.11 vs global ≈ $1.01 — Brazil ≈ 11% of global).
Key monthly moves: after the June peak, Brazil saw a steady decline into December (about a 70% drop from the June high to the December low). From December through May there was a pronounced rebound — CPC roughly doubled (+~107%) to about $0.23 in May. Net from June to May, Brazil’s CPC was down roughly 38%.
Seasonally the global pattern shows a Q4 lift (November spike) consistent with heightened competition, whereas Brazil diverged: instead of a November jump, Brazil’s CPC continued down into December. The Brazilian rhythm shows a mid‑year elevated point, a softer late Q4, and an early‑year recovery that gains momentum into spring. Volatility is concentrated in two windows: the mid‑year decline (June → Dec) and the strong spring rebound (Dec → May). Relative to the global baseline, Brazil’s monthly movement was choppier in percentage terms even if absolute dollar swings were smaller.
Viewed relatively, Brazil was consistently below average — not a tight outlier but a persistent discount versus global CPC levels. Brazil’s share of the global CPC ranged from about 34% (narrowest gap) down to roughly 11% (widest gap). The global trend was flatter on average (mean ≈ $1.06 with stdev ≈ $0.086) while Brazil’s trend showed larger proportional swings around a much lower mean. In short: lower absolute costs in Brazil, higher relative volatility versus the global baseline.
Understanding Facebook Ads cost-per-click benchmarks for all industries in Brazil provides a clear benchmark for CPC trends, CPM analysis, CTR performance comparisons and country-specific ad costs when evaluating industry ad performance in Brazil.
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 Brazil, advertisers should consider local market factors and user behavior. 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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
See how much it costs to get users to install an app