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 in Canada are navigating a cost environment that largely tracks the global Facebook Ads benchmarks: muted through mid‑year, a pronounced lift in late Q4, and a quick reset into December. With limited Canada‑specific monthly readings available in this cut, the global curve provides the clearest directional proxy: lower CPCs through Q2–Q3, a sharp November spike, and a modest cooldown to close the year. Volatility is mostly contained, punctuated by a single standout surge.
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.
Looking at the global series for 2025, median cost‑per‑click (CPC) averaged $1.13. The year opened at $1.13 in January and ended close to flat at $1.12 in December (−0.5% from start to finish), masking a distinct mid‑year trough and a notable late‑year flare. The annual high landed in November at $1.32, about 17% above the yearly average, while the low appeared in September at $1.07, roughly 6% under the mean. The peak‑to‑trough gap of $0.26 represented about 23% of the average CPC for the year.
Month‑over‑month movement averaged $0.055, or about 4.8% of the mean CPC—more stable than the headline range suggests. Excluding the November surge and the December pullback, the average absolute monthly shift narrows to roughly $0.021 (about 1.8% of the mean), underscoring a mostly steady cost profile for much of the year. Relative to December 2024 ($1.27), January 2025 opened 11% lower, a common reset before auction intensity builds again.
Quarterly rhythm in the global data is clear: Q1 averaged about $1.14, Q2 eased to roughly $1.12, Q3 softened further to ~$1.08, and Q4 rebounded to ~$1.18 on the strength of November.
Seasonality in these CPC trends follows a familiar cadence for industry ad performance: stable costs in Q1, mild easing through Q2, and the softest levels in Q3 when demand typically thins. Q4 is the outlier—CPCs rise as competition intensifies, with November marking the year’s high before costs normalize into December. September is the low‑water mark in this cycle, with October acting as the pivot into the Q4 climb.
Because the Canada Public Administration cut lacks a full month‑by‑month series here, direct premiums or discounts versus the global CPC line cannot be quantified. In this view, the global benchmark serves as the operative reference for country‑specific ad costs. The pattern to watch is the same: a gentle drift downward into late summer, a pronounced November lift, and a quick cooldown. Any divergence in Canada would be most visible around the September low and the November high, which anchor the global range.
In summary, Facebook Ads CPC trends for Public Administration in Canada are best read against the global CPC analysis: a low‑volatility year with a Q3 trough, a sharp November high near $1.32, and a full‑year average around $1.13. Understanding these Facebook Ads benchmarks for Public Administration in Canada helps contextualize CPC performance against global patterns and complements broader CPM analysis and CTR performance reviews.
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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