Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Public Safety advertisers in Colombia entered this period without a clear, country-specific CPC trail in our dataset, so the global Facebook Ads benchmarks provide the best directional view. That global picture shows a clear easing in paid click costs across the year: CPC stepped down from late 2024 highs, briefly steadied mid‑year, then finished at the lowest point of the cycle. Volatility was front‑loaded in Q4/Q1, with a calmer cadence through spring and summer before a sharper pullback into September.
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 Colombia compared to the global benchmark.
Across the global benchmark for Public Safety, CPC trends moved decisively lower over 11 months. The series began at $1.47 in November 2024 and ended at $0.95 in September 2025, a 35% decline. The high for the period was that November print ($1.47), while September marked the low ($0.95). The median month hovered near an average of roughly $1.14, with a total range of $0.52—about 46% of the average—underscoring a meaningful reset in click pricing.
Momentum was strongest early: CPC fell by $0.18 from November to December and another $0.16 into January. After that, moves narrowed. February ticked slightly softer ($1.12), March edged up ($1.15), and April and May eased again (near $1.12 and $1.11). June saw the next decisive step down to $1.03, followed by a modest midsummer rebound to $1.05–$1.06 in July and August. The period closed with a $0.10 drop into September’s $0.95. Month‑to‑month absolute change averaged $0.06, signaling moderate volatility overall, with the sharpest swings concentrated at the start and end of the window.
Quarterly patterns reinforce the glide path: Q4 2024 averaged about $1.39 (Nov–Dec only), Q1 2025 averaged $1.14, Q2 2025 $1.09, and Q3 2025 $1.02.
The data aligns with familiar platform seasonality. Q4 brought elevated CPCs, consistent with heavier competition and budget pressure late in the year. Costs then normalized through Q1, with a relatively smooth cadence across March to May. Early summer (June) delivered a firmer step down, a brief stabilization through July–August, and a renewed soft patch in September—the low watermark for the period.
Because the Colombia Public Safety sample did not meet our reporting threshold this cycle, a precise country-versus-global gap cannot be quantified. The global benchmark, however, offers clear directional context: CPCs trended down 35% from November to September, with average month‑to‑month moves near $0.06 and a brief mid‑year plateau. Any country-specific ad costs for Colombia would need to be read against that backdrop this period, with recognition that true local variance—driven by auction density, creative mix, and inventory—cannot be measured from the current sample.
In sum, Facebook Ads CPC trends for Public Safety globally declined meaningfully across the period, with notable peaks in late 2024 and the cycle’s low in September 2025. While Colombia-specific readings are not available this round, these benchmarks offer a clear frame for understanding country-specific ad costs and industry ad performance. Understanding Facebook Ads cost-per-click benchmarks for the Public Safety industry in Colombia helps teams interpret CPC trends and compare them to broader 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 Colombia, 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/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform better.
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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