Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The global story for Facebook Ads cost-per-click in 2025 was steady at first glance and seasonal on closer look: a soft opening, a mid-year trough, and a pronounced Q4 spike before easing into December. For Public Administration in Great Britain, our dataset did not capture sufficient in-market volume to produce monthly medians during this window, so the global series acts as the directional benchmark for country-specific ad costs. 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 Great Britain compared to the global benchmark.
Across January–December 2025, the global median CPC averaged about $1.12. The year opened at $1.12 in January and closed slightly lower at $1.10 in December (down roughly 2%), with the highest point at $1.31 in November and the lowest at $1.06 in September. The spread between those extremes was about $0.25, or a 23% swing from the September low to the November peak.
Month-to-month volatility averaged about $0.06, with the calmest moves in early Q1 (e.g., a $0.01 lift from January to February) and the sharpest shifts in late Q4. October to November jumped by roughly $0.21 (+18%), followed by a nearly symmetric step down into December (−$0.20). Notably, December 2025’s $1.10 was 14% below December 2024’s $1.28, marking a lower year-end finish than the prior holiday period.
The midyear pattern was muted: April and May held near $1.13–$1.14 before a gradual slide through June ($1.08) and July ($1.07). August stabilized at $1.10, then September marked the year’s floor at $1.06.
The global CPC trend suggests familiar seasonality for Facebook Ads benchmarks. Q1 was stable to slightly firmer, with February and March hovering around $1.13–$1.14. Q2 softened modestly, and summer delivered the lowest costs of the year; June–September averaged about $1.08. From there, momentum returned into Q4: October rebounded to $1.10, November surged to the annual high of $1.31, and December eased to $1.10 as competition and spend normalized post-peak. Despite the dramatic Q4 spike, H1 and H2 averages were virtually identical at roughly $1.12, masking the sharper intra-quarter movements.
Because the dataset lacks monthly medians for Public Administration in Great Britain, a direct gap analysis versus the global trend is not available for this period. In lieu of an observed country series, the global benchmark provides a directional reference for CPC trends: a 2025 median around $1.12, a late-summer low near $1.06, a pronounced November high at $1.31, and an overall year that finished slightly below where it began. Any over- or under-performance of Great Britain relative to this line cannot be quantified from the available data.
In summary, the global CPC analysis shows a subdued first half, a summer trough, and a Q4 spike that defines the year’s profile. While country-level medians were not recorded for Public Administration in Great Britain, these Facebook Ads benchmarks offer a clear directional view of CPC trends and industry ad performance to contextualize country-specific ad costs for the period. Understanding cost-per-click benchmarks for Public Administration in Great Britain helps compare market dynamics to the global pattern.
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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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 (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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