Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
New Zealand’s all‑industry Facebook Ads CPC spent the year below the global benchmark on average, but the path was far choppier. The market moved from a late‑year softening into a deep February trough, then surged through winter to an August peak before correcting sharply in September and stabilizing into October. 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 New Zealand compared to the global benchmark.
Across November 2024 to October 2025, New Zealand’s median CPC averaged 0.87, versus a 1.15 global average—about 24% lower. The period opened at 0.94 in November 2024 and closed at 0.75 in October 2025, a 20% decline end‑to‑end.
The low came in February 2025 at 0.33, followed by a rebound to 0.73 in March and 0.57 in April. Momentum accelerated from May (0.98) through August, when CPC peaked at 1.55—roughly 4.7x higher than February’s low. The steepest single swing was August to September, a drop of 0.89 points (from 1.55 to 0.66), before a modest October lift to 0.75. Monthly volatility averaged 0.29 points in New Zealand, far more turbulent than the global series, which shifted by about 0.05 points on average month to month.
Highs, lows, and range illustrate the amplitude: New Zealand ranged from 0.33 (February) to 1.55 (August), a 1.22‑point spread. Globally, the same window ranged from 1.04 (September) to 1.47 (November 2024), a 0.43‑point spread.
Seasonality was pronounced. Q1 was the softest stretch (average 0.54), with December easing from November and a February bottom. Q2 climbed progressively (average 0.90), then Q3 became the high‑water mark (average 1.20), led by July–August strength. The market then reset into spring: September cooled sharply, with partial stabilization in October (0.75).
Globally, CPCs typically step down from a high November into mid‑year. The lowest global median in this period arrived in September (1.04), with modest re‑firming in October (1.06). Compared with this smoother global rhythm, New Zealand’s pattern featured deeper troughs and a sharper winter spike.
Relative to the global benchmark, New Zealand was below market most months, briefly flipping above market during winter:
Taken together, these Facebook Ads benchmarks show New Zealand’s all‑industry CPC trends as lower on average but significantly more volatile than global costs—marked by a Q1 trough, a strong winter surge, and a sharp September reset. Understanding CPC trends for all industries in New Zealand helps quantify country‑specific ad costs and compare performance to global Facebook Ads benchmarks and broader CPC analysis.
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 New Zealand, 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.
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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.
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Late November–early December (Black Friday/Cyber Monday), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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