Facebook Ads CPC Benchmarks for Public Administration in Germany

Introduction

Public Administration advertisers in Germany experienced unusually low Facebook Ads CPCs in early 2025, with costs stepping down month by month while the global market held roughly steady. From February to April, Germany’s CPC trends showed a clear softening and slightly higher short-term volatility—at very low absolute levels—compared to the global benchmark, which stayed clustered near $1.12 per click. The standout story: Germany’s country-specific ad costs ran far below worldwide norms, and the gap widened as spring approached.

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.

The story in the data

Germany’s CPC began at 0.201 in February 2025 and declined to 0.117 by April—down 42% across the three-month window. March posted a notable drop to 0.133 (−34% month over month), followed by a further 12% dip into April. The period average landed at 0.150, with a high of 0.201 in February and a low of 0.117 in April, a spread of 0.084 that equals 56% of the average. Month-to-month volatility averaged 0.042, indicating sharper movement than the global benchmark over the same months.

In practical terms, the quarter read as a consistent deflation in CPC: a steep correction from February to March, then a smaller step down into April. No counter-rally appeared mid-period; instead, the trend drifted lower each month.

Seasonal and monthly dynamics

Seasonally, the broader market often carries higher CPCs through Q4 before softening into Q1 as competition eases. The global benchmark reflects that arc, with elevated levels in late 2024 and a gradual easing through 2025. Germany’s Public Administration CPCs echoed the softening pattern from late Q1 into early Q2—but at far lower absolute levels and without the brief March uptick seen globally. February marked the local peak for the period, followed by a two-step slide that persisted into April.

The rhythm suggests a market moving from winter’s higher costs toward spring’s lower-pressure environment, with Germany’s trajectory more directional and compressed than the global pace.

Country vs. Global

Against the global benchmark, Germany’s CPCs sat well below market throughout. The global median CPC averaged 1.129 from February to April 2025 (1.123 in February, 1.145 in March, 1.118 in April). Germany averaged 0.150 over the same months—about 87% below global levels. The gap was narrowest in February (−82% vs. global) and widest in April (−90% vs. global), indicating a steadily widening discount. Relative to global CPC trends, Germany was also more volatile on a month-to-month basis: average absolute change of 0.042 versus 0.025 globally—around 68% higher short-term movement.

Looking at the broader baseline, global CPCs declined from 1.474 in November 2024 to 0.953 by September 2025 (−35%), with a brief late-Q1 lift in March. In contrast, Germany’s Public Administration CPCs were essentially one-way during February–April, slipping 42% while the global line over the same months was nearly flat (−0.5%).

Closing

These Facebook Ads benchmarks highlight exceptionally low CPC trends for Public Administration in Germany relative to the global market, with early 2025 marked by a steady decline and slightly higher short-term volatility. Understanding CPC trends and country-specific ad costs for Public Administration in Germany helps contextualize industry ad performance against global patterns.