Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Public Administration in the Netherlands does not show a recorded in-market time series for cost-per-click during this window, so the clearest story comes from the global Facebook Ads benchmarks. Across the market, CPC trends were steady through most of 2025, lifted sharply in November, and then corrected into early 2026. Volatility was generally modest until Q4, when costs spiked and then retraced. 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.
Globally, CPC averaged $1.13 in 2025 and $1.11 across the full 13-month view (Jan 2025–Jan 2026). The period opened at $1.12 in January 2025 and closed at $0.85 in January 2026, a 25% decline from start to finish.
The range was wide: the low of $0.85 (Jan 2026) and the high of $1.32 (Nov 2025) produced a 56% spread. Within 2025 alone, the trough was December at $1.05 and the peak was November at $1.32—about a 25% gap month to month.
Momentum built gradually through spring: $1.12 in January lifted to $1.15 by May. Mid-year softened slightly, fluctuating between $1.09 and $1.13 through September. October edged up to $1.12 before a standout November surge to $1.32 (+17% month over month). That spike was followed by a two-step correction: down to $1.05 in December (−20% MoM) and further to $0.85 in January 2026 (−20% MoM, −25% versus January 2025). On average, absolute month-to-month moves were about $0.07, roughly 6% of the mean—moderate overall, with Q4–Q1 providing the sharpest swings.
Notably, eight of the twelve months in 2025 sat above the 13‑month average, underscoring how much the late‑year pullback drove the full‑period mean lower.
The rhythm resembles classic platform seasonality. Early-year CPCs were stable to slightly rising, late spring showed mild inflation, and midsummer stabilized near $1.10–$1.13. The market then accelerated into Q4 with a clear November peak, a pattern consistent with increased auction pressure late in the year. December marked a pronounced reset, and the unwind continued into January 2026. Average CPC in Q4 ($1.16) exceeded Q3 ($1.11) by about 5%, illustrating the seasonal lift before the year-end cooldown.
Because there is no observed Public Administration CPC series for the Netherlands in this period, a direct country-versus-global gap cannot be quantified. The global curve therefore serves as the reference line: a measured climb into late Q3, a decisive Q4 spike centered in November, and a steep two-month correction that carried into January 2026. Country-specific ad costs for the Netherlands will be easier to contextualize once local readings are captured alongside these Facebook Ads benchmarks.
While this report focuses on CPC trends, related CPM analysis and CTR performance can diverge as auction dynamics shift. Understanding Facebook Ads cost-per-click benchmarks for Public Administration in the Netherlands helps teams gauge country-specific ad costs against global CPC trends and interpret seasonality within industry ad performance.
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.
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