Instagram Ads CPC

The current-vintage Meta benchmark we cite measures Facebook placements: $0.70 average link-click CPC for traffic campaigns and $1.92 for lead gen in 2025 LocaliQ, 2025 data. It publishes no Instagram placement split, so this site prints no separate Instagram CPC. Treat Instagram-specific figures floating around the web as unsourced until someone names their dataset and year.

Within Meta's auction, delivery competes across Facebook and Instagram feeds, Stories and Reels. Prices differ by placement because audience supply and advertiser demand differ, and Meta optimises delivery toward whichever placements achieve your objective cheapest when you allow automatic placements. Your own Ads Manager breakdown (Breakdown: by placement) is the reliable Instagram CPC source for your account; read it after a fortnight and compute per-placement CPC with the calculator.

Everything structural on the Facebook page applies here: auction pricing, no rate card, the $5 minimum budget floor over a minimum 6-day duration Meta, ads pricing, and objective-based pricing where lead-gen clicks cost more than traffic clicks.

Visual trades: food, fitness, beauty, interiors, retail with photogenic stock. If your work does not photograph, Instagram clicks are usually curiosity, not custom. For short-video budgets the sibling question is TikTok vs Instagram, and the search-vs-social framing lives on the benchmark board.