Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all industries in Great Britain, Facebook Ads CPC trends ran consistently below the global benchmark, but with sharper swings month to month. The year opened with a soft January, surged through late Q1 and May, and then broke sharply lower in June before stabilizing into late summer and early autumn. May marked the high point; June the reset. Compared to the smoother global curve, Great Britain’s pattern was more kinetic, with larger month-over-month moves and a wider spread between highs and lows.
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 Great Britain compared to the global benchmark.
Median CPC in Great Britain averaged 0.97 over the period, versus a 1.15 global average. The market began at 1.25 in November 2024 and ended at 0.84 in October 2025, a 33% decline across the window. The high landed in May 2025 at 1.32; the low followed immediately in June at 0.70 — a swing of roughly 0.62. Month-to-month volatility averaged 0.23 points, nearly five times the global average move of 0.05.
Key monthly movements framed the narrative:
Seasonality showed a familiar rhythm with sharper amplitude: a January trough, a late-Q1/early-Q2 rise, and summer softness. The most pronounced move was the late-spring inflection — a May peak followed by the June trough — after which CPCs settled into narrower bands through Q3. September delivered a clear rebound, while early Q4 (October) stepped down again, consistent with patterns where competition builds but click pricing does not uniformly rise across all markets.
Against the global benchmark, Great Britain’s CPCs were lower on average (−15%) and notably more volatile. The global series drifted gently from 1.47 in November 2024 to 1.06 by October 2025 (−28%) with small monthly adjustments, while Great Britain moved choppier (−33% overall).
Relative positioning month by month:
At its narrowest gap, Great Britain aligned closely with the global CPC; at its widest, it trailed by roughly a third.
For performance marketers tracking Facebook Ads benchmarks, the CPC analysis for all industries in Great Britain shows a below-market cost profile with higher volatility, highlighted by a May peak and a June reset, followed by steadier late-summer pricing and an early-Q4 step-down. Understanding CPC trends and country-specific ad costs in Great Britain helps situate industry ad performance against the global CPC analysis and CTR performance context.
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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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 (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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