Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The headline story in the data: global Facebook Ads cost-per-click for Public Administration held steady for most of 2025, lifted sharply in November, then reset hard into January 2026. With no Denmark-specific monthly medians captured for this period, the Denmark view is framed against the global benchmark: a calm first three quarters, a Q4 surge, and a pronounced New Year cooldown. Volatility stayed muted until late in the year, when the market’s most expensive month was followed by two consecutive declines.
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 Denmark compared to the global benchmark.
Across January–December 2025, the global median CPC for Public Administration averaged about $1.13, and $1.11 when including January 2026. The year opened at $1.12 in January 2025 and ended at $0.85 in January 2026, a 24% decline from first to last observation. The high came in November 2025 at $1.32, while the low arrived in January 2026 at $0.85, setting a range of roughly $0.47—about 42% of the period’s average.
From January through October 2025, CPCs moved within a tight band of roughly $1.09–$1.15. Monthly changes during this stretch averaged about seven cents overall for the full period, but early-year shifts were much smaller—often under two cents month to month. The calm broke in Q4: CPCs lifted from $1.12 in October to $1.32 in November (+17%), then dropped to $1.05 in December (−20%) and fell again to $0.85 in January 2026 (−20%). In other words, the sharpest swings were clustered at the end of the year and immediately after.
The rhythm of the global series is clear. CPC trends for Public Administration stayed remarkably stable through late summer, with a gentle drift between March and August and a slight softening into September. Performance tightened again in October before a pronounced Q4 surge in November. After that peak, costs cooled into December and reset noticeably lower in January—consistent with broader auction dynamics where competition typically rises late in the year and eases at the start of the next.
For Public Administration in Denmark, no country-specific monthly medians were recorded during this window, so a direct month-by-month comparison to the global series cannot be quantified. As a reference point, the global benchmark averaged around $1.11 across the 13 months observed, with a late-year high near $1.32 in November and a post-holiday trough at $0.85 in January 2026. The global curve climbed modestly through midyear, spiked in November, and then declined—an arc that sets context for evaluating country-specific ad costs once Denmark observations become available.
Understanding Facebook Ads benchmarks for cost-per-click in the Public Administration industry provides a clear frame for country-specific ad costs. While Denmark lacks recorded monthly medians in this period, the global CPC trend—steady through most of 2025, peaking in November, and resetting by January 2026—offers a directional baseline for interpreting industry ad performance in Denmark against worldwide 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. For campaigns targeting Denmark, 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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Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day
CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.
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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