CPC (Custo por Clique)

Simple CPC: Cost Per Click

CPC (Cost Per Click) = ad spend / clicks. Say you spend R$ 500 and end up with 1,000 clicks. That works out to a CPC of R$ 0.50. It's the cleanest way to see what a single click of paid traffic actually costs you, and most performance media plans start from this number.

Applications and benchmarks

You'll see it in SEM, in performance marketing and when you split budget across channels (Google vs Meta vs LinkedIn). Some Brazil 2024 ballparks: Google Search runs R$ 1-5 for the typical campaign and R$ 30+ in the cutthroat niches like lawyers and insurance, while Meta Ads sits around R$ 0,50-3. On the bidding side you have maximize clicks, target CPA and manual CPC. Google's Quality Score knocks your CPC down when the ad actually matches the query, which is why time spent on copy and landing pages pays back directly. And when everyone piles into the same auctions during Black Friday or other holidays, CPC climbs.

FAQ

Is a lower CPC always better? Not really. Cheap clicks that never convert just drain the budget. Read CPC next to your CVR and CPA before you celebrate.

What is the difference between CPC and CPM? With CPC you pay per click; with CPM you pay per thousand impressions. Brand campaigns tend to lean on CPM, performance campaigns on CPC.

How do I lower my CPC? Push your Quality Score up with relevant copy, tighter keyword groups, faster landing pages and a healthy CTR. It also helps to test long-tail keywords where there's less competition.