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 Canada ran meaningfully below global Facebook Ads benchmarks for cost per click, yet showed upward momentum as summer approached. From late spring to midsummer 2025, CPC in Canada lifted while the global benchmark eased, narrowing a sizable gap. The period reads as a rebound story locally against a steadier, higher-priced global backdrop, with sharper month-to-month movement in Canada and more contained swings worldwide.
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 Canada compared to the global benchmark.
Across the two observed points, Canada’s Public Safety CPC moved from $0.65 in May 2025 to $0.84 in July — a 29% increase. The short-window average lands at roughly $0.75, with a $0.19 range between the low (May) and the high (July). That step-up compressed the distance to the market: Canada sat 43% below the global CPC in May (vs. $1.14 globally) and 22% below by July (vs. $1.08 globally).
The global series over 2025 paints a different rhythm. From January through October, CPC largely clustered between $1.06 and $1.14, averaging about $1.13 for the year through November. A late-year spike in November reached $1.31, followed by a sharp December print at $0.14 — well below the rest of the year’s distribution. Taken together, the global pattern shows a tight band for most months, a notable lift into November, and an atypically low December value.
In the same May–July window where Canada gained 29%, the global benchmark slipped roughly 5%, tightening the spread. Canada’s two-month swing (about 25% relative to its average) was steeper than the global movement over those months (about 6%), underscoring more pronounced short-term variability in country-specific ad costs for Public Safety.
The Canadian data picks up in late Q2 and mid-Q3, a period that often shows firmer auction dynamics for many categories. The lift into July aligns with broader seasonal tightening as summer campaigns scale. Globally, CPC trends were steady through most of the year, with the largest move occurring in November — a month commonly associated with concentrated demand — before December registered an unusually low value relative to earlier months.
Against the global benchmark, Canada’s Public Safety CPC remained below market throughout the observed period:
On average across late spring and summer, Canada’s CPC (~$0.75) trailed the global level for the same period (about $1.10) by roughly 32%. The global trend edged down slightly while Canada rose, making Canada both lower-cost and more momentum-driven over these months.
In short, Facebook Ads CPC trends for Public Safety in Canada show lower country-specific ad costs than the global market, with a clear lift from May to July that narrowed the gap. Understanding cost-per-click benchmarks for Public Safety in Canada helps marketers gauge industry ad performance against global CPC analysis and broader Facebook Ads benchmarks.
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 Canada, 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 (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)
CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.
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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