Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Brazil’s Facebook Ads CPMs sat well below the global benchmark throughout the period, but the story is more than “cheaper inventory.” The market was choppy in percentage terms: a sharp lift into February and May, a pronounced mid‑year slide, and a soft Q4 with only a modest rebound by November. In dollars, volatility was contained; in relative terms, swings were pronounced. 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.
Across November 2024 to November 2025, Brazil’s median CPM averaged $3.72, starting at $4.38 in November 2024 and ending at $3.09 in November 2025 — a 29% decline. The market’s high came in February 2025 at $5.26, with a secondary crest in May ($5.17). The year’s floor formed in October at $2.62, with a near‑low in September ($2.69).
Month-to-month volatility averaged about $1.03, with the largest single jump from January to February (+$1.87, +55%) and the steepest drop from May to June (−$2.06, −40%). Put differently, absolute moves were modest, but relative to the low base they were sizable. The total spread from peak to trough was $2.63, roughly 71% of the annual average.
Globally, CPMs averaged $20.10 over the same period, ranging from a low of $17.80 in January to a high of $24.72 in November 2025. The global series moved less in percentage terms, with an average monthly change of $1.39.
Brazil’s rhythm favored early‑year strength and late‑year softness. Q1 2025 rebounded after December’s dip, led by February’s peak. Late spring held firm (April–May), then costs cooled into late Q3, finding a bottom in October before a mild November rebound. Average CPM in H1 2025 (January–June) was $4.23, while July–November averaged $3.19 — about 25% lower.
The global pattern followed a more classic seasonal arc: softer in Q1, firmer into late Q3 and especially Q4. Global CPMs climbed from October into November, whereas Brazil eased into October and recovered only partially in November.
Brazil’s CPMs consistently trailed global levels, averaging about 82% below the global median across the period. The narrowest gap arrived in February 2025, when Brazil reached 29% of the global CPM (roughly 71% below). The widest gap emerged in October–November 2025, when Brazil hovered around 12–13% of the global level (about 88% below).
Trendwise, the global series rose slightly over the period (+3%), while Brazil’s ended lower (−29%), underscoring different momentum profiles. In dollars, Brazil’s swings were smaller than the benchmark, yet in percentage terms the local market was more volatile (monthly change averaging ~28% of the Brazilian mean vs. ~7% of the global mean).
This CPM analysis of Facebook Ads benchmarks for all industries in Brazil shows a low-cost, high-variability market in percentage terms, with early‑year strength and late‑year softness that diverge from global seasonality. Understanding country-specific ad costs and industry ad performance helps contextualize CPM trends and compare Brazil’s Facebook Ads benchmarks to the global pattern.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of 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.
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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.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
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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