Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Public Safety advertisers in Australia entered the new year with notably low Facebook Ads cost-per-click levels versus the global benchmark. CPC trends show a sharp downswing from December into February, while the worldwide pattern held relatively steady before spiking late in the year and easing again. Volatility on the Australian series is concentrated in a single visible swing, but the magnitude of that move stands out against the calmer global cadence.
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.
Across the observed months, Australia’s Public Safety CPC moved from 0.78 in December 2024 to 0.42 in February 2025, a 47% decline. With two reported points, the period average lands at 0.60, with a 0.37-point range between the high (December) and low (February). The shape is clear: a year-end peak followed by a pronounced early-year trough.
Globally, CPCs showed a broader, steadier profile. The worldwide median averaged 1.12 across 2025, ranging from a low of 1.06 in September to a high of 1.31 in November. Month-to-month movements averaged 0.06 points, with the largest jump arriving in October to November (+0.21) and the sharpest pullback from November to December (−0.20). Over the first two months that match Australia’s observations, the global CPC averaged 1.21 (1.28 in December 2024 and 1.13 in February 2025).
The Australian Public Safety series captures a classic seasonal rhythm in compressed form: a relatively elevated December followed by a softer February. This mirrors broader auction dynamics where Q4 typically tightens competition and Q1 often eases. In the global benchmark, that seasonal arc is more fully visible: a gradual climb from early 2025 levels, a late-year spike in November, and a December cooldown. Q1 globally averaged roughly 1.13, Q3 softened to about 1.08, and Q4 lifted to around 1.17 before easing in the final month.
Australia’s Public Safety CPCs sat well below global Facebook Ads benchmarks throughout the observed window. In December, Australia trailed the global median by 39% (0.78 vs. 1.28). By February, the gap widened to 63% (0.42 vs. 1.13). Averaging both months, Australia’s CPC of 0.60 was roughly 50% lower than the global average of 1.21 for the same dates. In short, the global trend rose steadily into late 2025 (+17% from January to November) with a mild year-end reset, while Australia’s view is choppier across fewer points, marked by a pronounced two-month decline.
In summary, Facebook Ads CPC benchmarks for the Public Safety industry in Australia indicate materially lower country-specific ad costs versus the global market, with a distinct December-to-February slide. Understanding these CPC trends within broader Facebook Ads benchmarks—alongside complementary CPM analysis and CTR performance—helps frame industry ad performance in Australia relative to worldwide 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.
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