Enter your monthly budget to see what it buys you on each platform based on 2025 averages.
Choosing the right platform depends on your budget and your goal. A cheap click on TikTok is worthless if that user doesn't buy, whereas an expensive click on Google might convert instantly. Here is the strategic breakdown:
| Platform | Avg. CPC | Avg. CPM | User Intent |
|---|---|---|---|
| Google Search | $4.22 | $38.00 | High (Ready to Buy) |
| Facebook (Meta) | $0.97 | $12.00 | Medium (Discovery) |
| $5.58 | $34.00 | High (B2B Decision) | |
| TikTok | $1.00 | $3.21 | Low (Entertainment) |
Google is expensive ($4.22+ avg CPC) because you are targeting users who are actively searching for a solution. The conversion rates are typically highest here because the user is already in a "shopping" mindset.
Meta remains the king of volume. With an average CPC of roughly $0.97, it is the best place to find new customers who didn't know they needed your product. The algorithm is excellent at optimizing for purchases.
Do not let the $5.58 CPC scare you. If you are selling B2B software or consulting services worth $10,000+, LinkedIn is the only place to target by Job Title (e.g., "CTO" or "VP of Marketing"). The cost is high, but the waste is low.
TikTok offers the lowest CPMs on the internet (~$3.21). It is essentially a "TV Commercial" on a phone. It is excellent for cheap brand awareness, but direct conversion rates are often lower than Google or Meta.