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 CPC trends in India are best read against the global benchmark this period, as the dataset did not capture monthly medians for the India segment. Globally, Facebook Ads benchmarks for CPC moved through a year of gentle softening, a mid-year trough, and an abrupt Q4 whipsaw: a sharp November spike followed by the lowest reading of the year in December. Volatility was contained for most months, with a few standout swings defining the overall shape.
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.
Across Dec 2024–Dec 2025, global median CPC averaged 1.13, with a 2025 full-year average of 1.12. The period opened high at 1.28 in December 2024 and closed at 1.05 in December 2025, a 18% year-over-year decline.
The annual peak arrived in November 2025 at 1.30, while the low followed one month later at 1.05—creating a 24% spread between trough and peak. Month-to-month movement averaged 0.07 points, but two outsized swings dominated the year: October to November surged by 0.20 (+18%), then November to December fell by 0.25 (−19%). Together, these two moves accounted for 55% of all monthly change.
Elsewhere the rhythm was steadier. January through May hovered narrowly between 1.12 and 1.14, punctuated by small oscillations. A clear step-down emerged in June (1.08) and July (1.07), a modest rebound held through August (1.10), and another dip marked September (1.07).
Seasonality appears in clean layers:
For Public Safety in India, the dataset did not register monthly medians during the window, so a quantified gap to the market cannot be stated. As context, the global CPC trend for Public Safety in 2025 centered around 1.12, with a practical range of 1.05–1.30 and an average monthly swing of roughly 0.07 points. The year’s narrative featured a gradual soften through Q3 and a markedly more volatile Q4.
Understanding Facebook Ads CPC benchmarks for the Public Safety industry in India—framed against global CPC trends, volatility, and seasonal rhythms—helps situate country-specific ad costs within broader industry ad performance. This CPC analysis offers a directional reference point for Public Safety advertisers in India relative to global 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 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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