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 India are entering a market cycle where the global cost-per-click benchmark eased notably from a late-2024 peak, then rebounded into late 2025. While monthly CPC data for Public Safety in India is not available for this window, the global baseline provides a clear directional backdrop: a steady comedown through mid-year, a September low, and a sharp lift in November.
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 India compared to the global benchmark.
Globally, Facebook Ads CPC for Public Safety opened at 1.46 in November 2024 and closed at 1.21 in November 2025, a net decline of roughly 17%. Across the 13-month window, the median CPC averaged 1.15, with a high of 1.46 (November 2024) and a low of 1.04 (September 2025). That 0.43 range equals about 37% of the mean, signaling a year defined by a broad early slide and a late-year rebound.
The largest monthly movements bookend the period. CPC fell 0.18 points from November to December 2024, then again leapt 0.16 points from October to November 2025. Between January and May 2025, movement was minimal, with month-to-month shifts often within one hundredth (February to April shifted by roughly 0.01 in total). June broke that calm with a 0.07 step down, and the market reached its trough in September at 1.04 before edging up to 1.05 in October and surging in November.
Average monthly volatility—the absolute month-to-month change—was 0.06, driven disproportionately by those two outsized moves. Excluding them, the path reads as stable-to-soft, rather than choppy, particularly through Q1 and early Q2.
The pattern aligns with familiar seasonality. Late Q4 2024 posted the cycle peak, followed by softer CPCs through Q1 as competition normalized. Mid-year remained steady with small fluctuations, then late Q3 touched the bottom. Early Q4 2025 began to firm, culminating in a pronounced November lift as marketplace pressure intensified. This rhythm outlines how Public Safety CPC benchmarks typically respond to shifting auction dynamics and demand, even as monthly noise varies.
Because no monthly observations are available for Public Safety in India during this period, the comparison focuses on the global benchmark as the reference frame. Globally, CPC declined 24% from the November 2024 peak (1.46) to the September 2025 low (1.04), then climbed 17% into November 2025 (1.21). The 2025 year-to-date average (January–November) sat lower at about 1.11 versus the full-period mean of 1.15, underscoring how much of the year tracked below late-2024 levels.
In practice, any country-specific ad costs for India would be evaluated against these Facebook Ads benchmarks: a global mean around 1.15, a mid-year floor near 1.04, and a pronounced Q4 lift. Without local monthly values, the exact premium or discount versus the global curve cannot be quantified for India in this window.
Understanding Facebook Ads CPC benchmarks for the Public Safety industry in India—set against the global CPC trends detailed here—helps teams interpret country-specific ad costs and situate performance within broader industry ad performance patterns. While this report centers on CPC trends, it complements ongoing CPM analysis and CTR performance benchmarking for Public Safety advertisers in India.
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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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