Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Public Administration clicks were consistently inexpensive across countries, sitting well below the all‑industry benchmark while moving through a choppy mid‑year cycle. The year opened with a sharp cost lift, cooled into late spring, spiked dramatically in June, and reset to its low in July before stabilizing into Q4. Compared to the market, this vertical ran cheaper and more volatile, with standout swings around mid‑year and a softer-than-market Q4.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Public Administration across all countries compared to the global benchmark.
Across December 2024 to November 2025, Facebook Ads cost-per-click (CPC) for Public Administration averaged $0.51, ranging from a low of $0.43 in July to a high of $0.77 in June. The period began at $0.46 (December 2024) and ended almost unchanged at $0.46 (November 2025), effectively flat overall despite large intrayear swings.
Key movements shaped the arc:
Volatility averaged a $0.12 absolute change per month, signaling frequent, meaningful shifts in country-specific ad costs for this industry. The overall range spanned $0.34, meaning the peak sat roughly 78% above the trough. In other words, the narrative was flat year-end to year-end but turbulent within the year.
Seasonality showed atypical rhythm for this vertical. Instead of a steady Q1 cooldown, Public Administration CPCs surged in January before easing through late spring. A pronounced mid‑year spike in June was followed by an immediate correction in July, indicating a brief window of elevated prices rather than a sustained seasonal run-up. Late Q3 held steady near the low, while Q4 saw a modest October lift that did not carry into November. In context of Facebook Ads benchmarks, this is a pattern of short, sharp price events rather than broad seasonal drift.
Against the all‑industry global CPC trend, Public Administration across countries was persistently below market. The vertical averaged $0.51 versus the global $1.14 (about 55% lower). The gap narrowed the most in June (29% below the market) when Public Administration costs spiked, and it widened in November (65% below) as the global benchmark climbed.
The global line moved more smoothly: it fell from $1.27 in December 2024 to $1.06 in September (−16%), then surged to $1.31 in November (+24% from September). Its average monthly swing was $0.05—less than half the $0.12 seen in Public Administration—indicating the vertical was more volatile than the broader market. Put simply, the market rose steadily into Q4, while Public Administration experienced a mid‑year whipsaw and a subdued Q4 finish.
Understanding Facebook Ads CPC benchmarks for the Public Administration industry across all countries highlights a low-cost but more volatile profile versus the global market. These CPC trends, viewed alongside broader Facebook Ads benchmarks, CPM analysis, and CTR performance, help contextualize industry ad performance and country-specific ad costs relative to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the Public Administration industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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