What is the average cost per click (CPC) on Facebook and Instagram ads in 2025?

The average CPC on Facebook and Instagram in 2026 is $1.72 across all industries, up 11% year-over-year from $1.55 in 2025 ^[1]. But here's what matters more than that number: your industry CPC is probably wildly different from the average, and seasonal timing will move your costs up or down by 20-30% depending on when you're running ads.

Instagram Reels is 26% cheaper than Facebook Feed at $1.28 CPC ^[1], so if you're not testing Reels ads yet, you're overpaying.

• Travel and Shopping & Collectibles sit at the low end, around $0.34–$0.51 CPC ^[1]
• Finance & Insurance and Legal Services push $1.22+ per click ^[1]
• B2B or complex service spaces like Healthcare or Technology see lower clicks but higher intent, you're not overpaying, you're just buying harder clicks

One number to watch: CPC peaked in November 2025 at $1.29 ^[1], which tells you Q4 competition is real. The global median over the past 13 months was $1.05 ^[1], so if you're consistently hitting $1.72, either your targeting is loose or you're running in a high-CPC industry. I'd pull your last 90 days of performance data and compare your average CPC to your specific industry benchmark, not the blanket average.

The better move isn't optimizing for lower CPC, it's optimizing for lower cost per result. A $1.72 click that converts is cheaper than a $0.50 click that doesn't. That's where Boosterberg comes in: you set rules based on engagement thresholds, and we automatically boost only the posts that prove they work, so you're always spending against proven winners instead of hoping the next post will perform.

Want to dig deeper into whether your spend is actually generating return? See the question about calculating positive ROAS on Facebook and Instagram ads.