Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Public Administration in Germany does not have a visible in-country series for this period, but the global benchmark paints a clear picture of how Facebook Ads cost-per-click moved through the year: largely stable around the low-$1.10s, a sharp lift in November, and a swift pullback in December. Volatility stayed muted for most months, with Q4 delivering the standout swings. 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 Germany compared to the global benchmark.
Across the global benchmark, CPC averaged about $1.13 for the year. It opened at $1.12 in January, hovered tightly between $1.09 and $1.15 through September, then hit its annual high at $1.32 in November before resetting to the yearly low of $1.06 in December. The full-year range—roughly $0.26—represents about 23% of the annual average, with most of that spread created in the final two months.
Month-to-month moves were generally small: the average absolute change was about six cents per month (≈$0.06), signaling a calm market for most of the year. The largest jump came in October to November (+$0.19, +17%), followed by the steepest correction from November to December (−$0.26, −20%). From the first print in January ($1.12) to the last in December ($1.06), CPC ended about 6% lower, despite the late-year surge.
Seasonality showed a familiar rhythm. Q1 (Jan–Mar) held steady at an average around $1.13. Q2 eased slightly (≈$1.13 in April and May, then $1.10 in June), and Q3 marked the softest stretch, averaging about $1.11 with lows near $1.09 in July and September. The market tightened into Q4, where competition typically intensifies: October was near the annual mean at $1.13, November spiked to $1.32, and December reversed sharply to $1.06. Even with the December dip, Q4 delivered the highest quarterly average (~$1.17), driven by the November peak.
Because the Germany Public Administration time series is not available for this window, a direct point-by-point comparison to the global benchmark cannot be quantified. As a result, it isn’t possible to label Germany’s Public Administration CPC as consistently above market or below average during specific months. The global pattern—stable CPCs through most of the year, a pronounced November lift, and a December cooldown—serves as a directional frame for country-specific ad costs and industry ad performance until an in-country series is observed.
While this report focuses on CPC trends within Facebook Ads benchmarks, the shape of the global curve—flat through Q1–Q3, peaking in November, retrenching in December—offers useful context for interpreting Public Administration CPC performance in Germany when local data becomes available. Understanding cost-per-click benchmarks for Public Administration in Germany within a global frame helps teams evaluate country-specific ad costs and compare performance to broader Facebook Ads 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 Germany, 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/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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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