Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The clearest story in the benchmarks is a year defined by mid-year softness and a sharp Q4 lift. Global Facebook Ads cost-per-click (CPC) for Public Administration hovered near the low 1.10s for most of 2025, eased to its trough in late Q3, then surged to a yearly high in November before an anomalously low print in December. Canada-specific Public Administration CPC data was not available in this cut, so the global curve acts as the directional reference for country-specific ad costs and industry ad performance.
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 in Canada compared to the global benchmark.
Global CPC opened at 1.27 in December 2024 and reset lower to 1.13 in January 2025 (−11% month over month). Through November 2025, CPC averaged 1.13, with a median of 1.13 (April at 1.13) — a tight central tendency despite seasonal waves. The global high came in November at 1.31, while the mid-year low excluding December’s outlier was 1.06 in September. December 2025 registered 0.14, a sharp downdraft that reads as an outlier relative to the prior twelve months.
Volatility was modest across the year: the average absolute month-to-month shift from December 2024 through November 2025 was about 0.05 points. Notable moves included the early reset from December to January (−0.14), a June cooling (−0.06), and the November escalation (+0.21). Excluding the December 2025 outlier, the year’s range spanned roughly 0.25 points (1.06 to 1.31), about 22% of the year-to-date average.
The pattern followed familiar rhythms. Q1 stabilized around 1.13–1.14, reflecting steadier CPC trends after the December reset. Q2 softened, with April near 1.13 and June at 1.08, before a relatively flat July. Q3 marked the floor: August rebounded to 1.10 but September slipped to the year’s typical low at 1.06. Q4 tightened quickly: October lifted to 1.10, and November spiked to 1.31, consistent with increased competition late in the year. December’s 0.14 sits far below the established range and reads as a clear outlier against the CPC analysis seen elsewhere in the series.
A Canada-specific time series for Public Administration CPC was not present in this window, so a direct gap-to-market cannot be quantified. The global benchmark provides the reference line: a 2025 year-to-date average of 1.13 through November, a mid-year trough around 1.06–1.08, and a Q4 peak at 1.31 in November. From January to November, the global series rose about 16%, with the narrowest mid-year band clustering between 1.07 and 1.10. Any observed Canada figures would be evaluated against that global rhythm for context, with attention to the pronounced Q4 lift seen globally.
In short, Facebook Ads benchmarks for CPC in Public Administration showed a mid-year cooling and a pronounced November surge, with December displaying an atypical low. While Canada-specific data was not available here, understanding CPC trends and the global benchmark curve helps situate country-specific ad costs and CTR performance patterns for Public Administration in Canada against worldwide movements.
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. For campaigns targeting Canada, advertisers should consider local market factors and user behavior. 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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Late November (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)
CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.
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.
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