Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Cost-per-click moved steadily lower across the global benchmark over the past eleven months, easing from a late‑2024 peak into a softer mid‑2025. The cadence is familiar: a high into November, compression through Q1, a mild summer rebound, then another dip by September. Volatility was moderate, with a few sharp step‑downs punctuating otherwise measured shifts. 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 the Netherlands compared to the global benchmark.
Looking at global Facebook Ads benchmarks for CPC, the median started at $1.47 in November 2024 and slid to $0.95 by September 2025, a 35% decline over the period. The average CPC across these months was about $1.14. The high was November ($1.47) and the low was September ($0.95), a spread of $0.52.
The path down wasn’t linear. The steepest moves came early and late: November to December fell 12%, December to January fell another 12%, and August to September dropped almost 10%. In between, the market drifted rather than swung—monthly changes averaged 6 cents in either direction (about 5.1% absolute MoM). There were small rebounds too: February to March (+2.0%) and June to July (+2.1%) showed the only clear up‑months before the final September pullback.
Quarterly rhythm underscores the trend. Q4 2024 averaged $1.39, Q1 2025 averaged $1.14 (−18% vs. Q4), Q2 eased again to $1.09 (−4% vs. Q1), and Q3 settled at $1.02 (−6% vs. Q2). Only one month—September—dipped below the $1 mark, but the directional bias was consistently downward.
Seasonality is visible in the benchmark: costs lifted into late Q4 and then cooled as competition ebbed in early Q1. That normalization continued through spring, with the lowest volatility in April and May (sub‑1% moves). Summer brought a brief pause to the decline—July and August ticked up slightly—before a sharper correction into September reset CPCs to the period low. In short, the market traced a high‑to‑low glide path with two notable step‑downs and a short mid‑summer reprieve.
For Public Administration in the Netherlands, monthly medians were not available in this window, so a precise country‑to‑global gap cannot be quantified. The global CPC trend therefore serves as the directional yardstick for country‑specific ad costs in this category. Relative to that yardstick, the global market showed:
These benchmark movements outline the backdrop against which Netherlands Public Administration CPC performance would be compared when sufficient in‑market data is present.
Understanding Facebook Ads cost‑per‑click benchmarks for Public Administration in the Netherlands—anchored to the global CPC trend—helps quantify category‑level ad costs, seasonal cadence, and volatility patterns. This CPC analysis provides an objective baseline for industry ad performance and country‑specific ad costs relative to global Facebook Ads benchmarks.
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 Netherlands, 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–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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