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 Safety advertisers in Australia entered 2025 with materially lower click costs than the wider market. In February, Australia’s median Facebook Ads cost-per-click (CPC) landed at $0.42, dramatically below the global benchmark of roughly $1.13. Globally, CPCs moved modestly higher through early Q1, steadied mid-year, then spiked in November before resetting into December and falling further in January 2026. Against that rhythm, Australia’s single February reading stands out as a deep discount to the market.
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 Safety in Australia compared to the global benchmark.
Australia’s Public Safety CPC in February 2025 registered at $0.42. With only one observed month, it serves as a starting point rather than a complete trend line. By contrast, the global CPC trend provides a fuller arc across the year:
Month-to-month, the global benchmark moved by about $0.06 on average in 2025, with the largest jumps concentrated in Q4: a +$0.19 rise from October to November, followed by a -$0.26 drop into December. Against that backdrop, Australia’s February Public Safety CPC sat 63% below the same-month global median—roughly $0.71 cheaper per click.
The global CPC pattern reflects familiar seasonal economics. Early Q1 was mildly firmer than January, mid-year stayed relatively stable, and Q4 brought heightened competition and higher prices, culminating in a pronounced November peak before a December and January cooldown. Australia’s February reading aligns with an early-year phase yet appears unusually low relative to the global rhythm. With only one Australian month in view, the seasonal cadence within Public Safety remains to be fully charted, but February sits well beneath typical market levels for that time of year.
Understanding Facebook Ads benchmarks for cost-per-click in the Public Safety industry in Australia highlights a February CPC far below the global norm, set against a year where CPC trends were steady until a pronounced Q4 spike. This country-specific ad cost view complements broader CPC trends, CPM analysis, and CTR performance benchmarks, helping situate Public Safety industry ad performance in Australia relative to global patterns.
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 Safety industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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 December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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