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 advertisers are buying clicks far below the broader market, but they’re riding a choppier cost curve. Across all countries, Facebook Ads CPC for the Public Administration industry averaged about $0.50 over the last 13 months, compared with roughly $1.14 for the global all-industry benchmark. The year featured a sharp mid-year spike and a pronounced late-year slide, ending at the lowest CPC of the period.
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.
Public Administration CPC opened at $0.46 in December 2024 and closed at $0.34 in December 2025, a 26% decline. The average for the period was $0.50, with a high of $0.77 in June and a low of $0.34 in December. The biggest single-month lift came in June (+69% vs. May), followed by the steepest drop in July (−44% vs. June). Month-to-month volatility averaged $0.12, nearly twice the global benchmark’s $0.06, underscoring sharper swings for this industry.
Key beats:
Range intensity was high: the $0.43 spread between the peak and trough equaled about 85% of the industry’s average CPC, compared with a 23% spread relative to average in the global benchmark.
The rhythm of costs differed from typical platform seasonality. Q1 2025 averaged $0.59 (elevated, driven by January), Q2 averaged $0.56 (pulled up by the June spike), then CPCs cooled in the back half: Q3 averaged $0.44 and Q4 averaged $0.44, with December as the softest month. While platform-wide costs often lift in Q4, Public Administration across all countries showed a late-year deflation, signaling lighter pricing pressure for this category during the holiday window.
Relative to the global all-industry benchmark, Public Administration CPCs sat consistently below market—by an average margin of 56%. The narrowest gap appeared in June (−29% vs. global), when industry CPCs peaked, while the widest gap came in December (−70%), when the industry hit its low. The global CPC trend was comparatively flat from January to December (−0.4%), punctuated by a November spike to $1.32, whereas Public Administration fell 52% from January to December, with more pronounced month-to-month moves.
In short, Facebook Ads benchmarks show Public Administration clicks are materially cheaper across all countries, but the category’s CPC trends are more volatile than the market at large.
Understanding CPC trends and country-specific ad costs for Public Administration across all countries helps situate industry ad performance against the global benchmark and clarifies how this category’s CPC diverges from typical CPM analysis and CTR performance patterns seen platform-wide.
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
Average cost per purchase benchmarks across industries
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