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 ads across all countries ran at consistently lower cost-per-click than the market overall, with CPCs averaging roughly half of the global benchmark. The year traced a calm-to-choppy rhythm: a steady first half, a sharp lift in June, a quiet Q3 trough, and then a dramatic year-end surge in December. Volatility was notably higher than the global trend, with standout moments in June, November, and December.
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.
CPC for Public Administration started at $0.45 in December 2024 and ended at $0.94 in December 2025, a +108% swing across the period. The monthly median averaged $0.54, ranging from a low of $0.40 in November to a high of $0.94 in December. Notable movements included a January lift to $0.69, a spring cooldown hovering near $0.47, a June spike to $0.77, a low, steady Q3 near $0.43, and a late-year surge.
Volatility was elevated: average month-over-month absolute change was 0.15 points, more than double the global benchmark’s 0.07. The full-year range spanned 0.54 points ($0.40 to $0.94), a wider amplitude than the market’s 0.25-point range.
Against this, the global CPC averaged $1.14 and declined 14% from December to December (from $1.28 to $1.10). In other words, Public Administration CPCs ran about 53% below market on average across the year.
The first quarter carried moderate costs (Q1 average $0.58), easing into a stable spring (Q2 $0.56) punctuated by a June spike. The third quarter was the softest stretch (Q3 $0.44), with CPCs tightly clustered around the $0.43–$0.44 range. Q4 was mixed: October ticked up to $0.50, November reset to the annual low at $0.40, and December leapt to the year’s peak at $0.94.
The global rhythm shows familiar seasonal pressure: Q3 softness (Q3 average $1.08) followed by a Q4 climb (Q4 $1.17) with a pronounced November peak ($1.31). Public Administration mirrored the broader pattern of a stronger year-end, though the apex came in December rather than November.
Public Administration CPCs sat below market every month. The gap narrowed and widened through the year:
Trend shape also diverged: the global series drifted down 14% across the period, while Public Administration rose 108%, and did so with choppier swings (2.3x higher average monthly volatility).
In summary, Facebook Ads benchmarks for cost-per-click show Public Administration across all countries operating well below market CPCs, with a midyear spike, a quiet Q3, and a decisive December surge. For teams monitoring CPC trends alongside CPM analysis and CTR performance, these country-specific ad costs for Public Administration provide a clear, data-grounded view of industry ad performance versus the global benchmark.
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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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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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