Facebook Ads CPM Benchmarks in Brazil

Introduction

Brazil’s CPM story over the past year reads as a tale of two markets. While the global benchmark climbed into a classic Q4 surge, Brazil moved the other way: after early-year strength, CPMs cooled steadily into the year’s end, landing at their lowest point in December. Levels in Brazil remained well below the global median throughout, but the path was notably choppier, with sharp month‑to‑month swings around a low absolute base. 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.

The story in the data

From December 2024 to December 2025, Brazil’s cost per thousand impressions (CPM) started at $2.73 and ended at $1.60, a 41% decline. The period averaged $3.46, with a high at $5.26 in February and a low at $1.60 in December. A secondary peak appeared in May ($5.17), followed by a mid‑year pullback and a gradual slide through Q4.

The cadence was pronounced:

• January lifted 24% from December, then February surged another 55% to the yearly high.
• March dipped 27%, April rebounded 19%, and May added 13%.
• June marked the sharpest single drop (‑40%), July bounced back (+40%), and August reversed again (‑27%).
• From September through November the trend eased lower (‑11%, ‑10%, ‑4%), before a final December step‑down (‑34%).

Volatility in Brazil averaged $0.94 per month in absolute terms—roughly 27% of the local average CPM—indicating a market that whipsawed more on a relative basis than the global median. Across the full window, Brazil’s CPM range spanned $3.66 (from $1.60 to $5.26), roughly a full average’s worth of movement.

Seasonal and monthly dynamics

Seasonally, Brazil’s CPMs were firmer in the first half of 2025 (Q1–Q2 average: ~$4.23) and softened progressively across Q3 and Q4 (Q3: ~$3.45; Q4: ~$2.19). The pattern features two distinct crests—February and May—followed by a mid‑year air pocket in June and a steady Q4 drift toward the trough in December.

Globally, the rhythm was more textbook: CPMs were relatively stable through mid‑year and then climbed into Q4. October and November marked the global highwater period, with a slight pullback in December that still sat well above earlier months.

Country vs. Global

Compared to the global Facebook Ads benchmarks, Brazil’s CPMs were consistently lower in level and more variable in rhythm. Over the period, Brazil averaged $3.46 while the global benchmark averaged $20.04—an 83% gap. Year over year (Dec‑to‑Dec), global CPMs rose about 12% (from $20.36 to $22.71), while Brazil fell 41% (from $2.73 to $1.60).

The gap fluctuated meaningfully:

• Narrowest in February, Brazil sat about 71% below the global CPM ($5.26 vs. $17.96).
• Widest in late Q4, Brazil tracked 90–93% below global levels (November and December).

Volatility differed in character. In absolute terms, the global market moved by ~$1.28 per month on average; because its baseline was higher, this represented about 6% of the global average CPM, versus Brazil’s ~$0.94 monthly swing equating to roughly 27% of its average.

Closing

In sum, CPM analysis for all industries in Brazil shows a low-cost, high‑variability market that diverged from the global Q4 rise, with peaks in February and May and a trough in December. Understanding Facebook Ads benchmarks for cost‑per‑thousand‑impressions—and how Brazil’s country‑specific ad costs stack up against the global trend—helps contextualize CPM performance patterns for all industries in Brazil.