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 New Zealand lacks a published in-market CPC time series for this window, so the clearest story comes from the global benchmark: a year that held steady around $1.11 before a sharp late-year swing and a pronounced reset entering 2026. The pattern reads as low-drama through most of 2025, a brief Q4 surge, and then the lowest point of the entire series. 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 New Zealand compared to the global benchmark.
Across the 13-month window, global Facebook Ads CPC trends averaged $1.11, starting at $1.12 in January 2025 and ending at $0.85 in January 2026 — a 24% decline from start to finish. The year’s high landed in November 2025 at $1.32, while the low occurred in January 2026 at $0.85, setting a range of roughly $0.47. Most months clustered tightly between $1.09 and $1.15, signaling calm conditions until Q4.
Month-to-month movement was modest for most of the year, with average absolute change around seven cents. The steepest jump came in October to November (+$0.19, about +17%), followed by the sharpest drop in November to December (−$0.26, about −20%), and another sizable step down into January 2026 (−$0.21, about −20%). Outside those moves, changes were typically just one to three cents, underscoring how concentrated the volatility was in late Q4 and early Q1.
Seasonally, the global series reflects familiar pressures: a generally even first half, slight softening in mid-year, and an elevated Q4 punctuated by a single outsized November. Quarterly averages illustrate the rhythm: Q1 2025 at about $1.13, Q2 near $1.13, Q3 easing to roughly $1.11, and Q4 elevated to about $1.16 — largely because of November’s peak. Engagement costs then reset in January 2026 to the series low ($0.85), a typical early-year easing after heavier fourth-quarter competition.
For Public Administration in New Zealand, the dataset does not include a monthly median CPC series during this period, so direct month-by-month comparisons aren’t available. Relative to the global benchmark, the reference frame is clear: most of 2025 operated inside a narrow band near $1.10–$1.15, with a brief departure to $1.32 in November and a rapid retreat to $1.05 in December and $0.85 in January 2026. In other words, the global market ran “above average” in November, then fell “below average” immediately afterward, with the widest gap versus the norm concentrated around the turn of the year.
Even without a published local series, these Facebook Ads benchmarks offer a directional view of country-specific ad costs. Understanding cost-per-click benchmarks and CPC trends for Public Administration in New Zealand — in the context of the global pattern — helps teams interpret industry ad performance and compare against worldwide dynamics.
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 New Zealand, 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), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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