2025 cost-per-click benchmarks across search, display, and social platforms
Automotive CPC is inflated by OEM (manufacturer) brand spending that raises auction floors for dealers. New model launch periods see temporary 40–60% CPC spikes in affected model categories.
Typical Automotive campaign CPC falls between $1.20 and $5.50 depending on platform, keyword intent level, and targeting specificity.
Average (blended): $2.46 (Google Search, 2025)
| # | Platform | Avg. CPC | Notes |
|---|---|---|---|
| 1 | Google Search | $2.50–$5.50 | Research & comparison |
| 2 | Meta Ads | $0.90–$2.20 | ⭐ Visual inventory ads |
| 3 | Display | $0.30–$0.80 | In-market retargeting |
| 4 | YouTube | $0.08–$0.18 | Model review content |
| 5 | TikTok | $0.40–$1 | Younger buyer segment |
| 6 | $3–$6 | Fleet & commercial |
| Year | Average CPC |
|---|---|
| 2022 | $2.01 |
| 2023 | $2.18 |
| 2024 | $2.33 |
| 2025 | $2.46 |
| 2026E | $2.60 |
2026E = projected estimate.
Index 100 = annual average. Values above 100 indicate above-average CPC periods.
| Quarter | Index | Relative Performance |
|---|---|---|
| Q1 | 97 | |
| Q2 | 110 | |
| Q3 | 95 | |
| Q4 | 98 |
Automotive dealers should bid on competitor model comparison terms — 'Toyota RAV4 vs Honda CR-V' terms have high purchase intent and often 30–40% lower CPC than direct dealer terms due to less competition.