Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Globally, Facebook Ads cost-per-click for Public Administration eased through most of the year before a pronounced November spike and a year-end reset. For New Zealand, market-level CPC medians were not available in this window, so the global benchmark provides the clearest directional context on seasonality, volatility, and likely cost pressure. 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 global benchmark, CPC started at $1.28 in December 2024 and finished at $1.10 in December 2025, a 14% decline over the period. The year’s low arrived in September at $1.06, while November surged to a high of $1.31—about 15% above the annual average. Overall, CPC averaged $1.14, with a range of $1.06 to $1.31 (a 22% spread around the mean).
Month-to-month movement was moderate for most of the year, with average absolute volatility of $0.07. The sharpest swings clustered in Q4: October to November jumped by $0.21, followed by a nearly symmetric $0.20 drop into December. Earlier, changes were more incremental—February and March each shifted by less than a penny over prior months, while the June step-down (-$0.06) and late-summer softness marked the road to the September trough.
Interestingly, the halves of the year looked balanced on the surface: H1 averaged roughly $1.12 and H2 roughly $1.12 as well. That parity masks contrasting rhythms—Q3 was the softest stretch, then November alone pulled the second half’s average up with a single standout month.
Seasonally, CPC trends were steady through Q1 (January–March hovering near $1.13–$1.14), then eased in Q2 with a June dip. Costs softened further through Q3, bottoming in September. Q4 brought the expected competitive lift: October firmed to around $1.10, November spiked to the annual high, and December retreated near the full-year average. The pattern fits a familiar narrative for Facebook Ads benchmarks—gradual midyear softness, a late-year surge, and a reset as holiday intensity passes.
For New Zealand’s Public Administration category, monthly CPC medians were unavailable for this period, so a direct premium or discount versus the global baseline cannot be quantified. As a reference frame, the global series placed country-specific ad costs for this industry in a corridor of roughly $1.06 to $1.31, with most months clustering near the $1.10–$1.14 band and volatility averaging seven cents month over month. The global curve trended downward into late Q3 (-5% from January to September), then rose sharply in Q4 (+23% from September to November) before normalizing in December.
Understanding Facebook Ads cost-per-click benchmarks for Public Administration in New Zealand—set against a global CPC trend that averaged $1.14, dipped to $1.06 in September, and spiked to $1.31 in November—helps marketers gauge country-specific ad costs and industry ad performance relative to worldwide patterns. These CPC trends provide a clear, data-rich frame for comparing New Zealand Public Administration performance to the broader global benchmark.
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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