An R-T-B based permanent magnet includes main phase grains composed of R2T14B type compound. R is a rare earth element. T is iron group element(s) essentially including Fe or Fe and Co. B is boron. The magnet contains at least C, Ga, and M selected from Zr, Ti, and Nb in addition to R, T, and B. B is contained at 0.71 mass % to 0.88 mass %. C is contained at 0.15 mass % to 0.34 mass %. Ga is contained at 0.40 mass % to 1.40 mass %. M is contained at 0.25 mass % to 2.50 mass %. A formula (1) of 0.14≤[C]/([B]+[C])≤0.30 and a formula (2) of 5.0≤[B]+[C]−[M]≤5.6 are satisfied, where [B], [C], and [M] are respectively a content of B, C, and M by atom %.