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 Israel don’t yet have a country-specific CPC time series in our dataset for this window, so the clearest signal comes from the global Facebook Ads benchmarks. That global pattern tells a succinct story: CPC cooled into mid-year, surged in November, and eased into December — a familiar seasonal arc with a pronounced Q4 peak. Volatility was modest most months, interrupted by two abrupt Q4 pivots.
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 Israel compared to the global benchmark.
Across December 2024 to December 2025, global Public Safety CPC averaged about $1.14. The series opened at $1.28 in December 2024 and closed at $1.10 in December 2025, a year-over-year decline of roughly 14%. Within 2025, the market was broadly flat from January to December (−1.6%), but choppy month to month.
Highs, lows, and cadence:
Key moves included a sharp cut at the turn of the year (December 2024 to January 2025: −12%), a gentle climb into May, a slide through June–September, and then two standout Q4 flips: +19% from October to November, followed by −16% into December. Average absolute month-over-month movement was about $0.07 (roughly 6% of the mean), indicating relatively contained volatility outside of the Q4 swing.
Seasonal rhythm was evident. Early-year CPCs held steady (January–March averaged about $1.13), May marked a mild in-year high before mid-year softness set in, and July–September delivered the lowest quarter at roughly $1.08. Performance typically tightens in Q4 as competition increases; in this cycle, that pressure culminated in a November spike to $1.31 before easing to $1.10 in December. By quarter, Q3 sat about 5% below the yearly average, while Q4 averaged about $1.17 — roughly 9% above Q3.
For Public Safety in Israel, no monthly CPC readings were captured for the period, so a direct gap-to-benchmark cannot be quantified. The global series offers a directional corridor for country-specific ad costs: CPCs ranged from $1.06 at the low to $1.31 at the high, with an annual average near $1.14 and a mid-year dip contrasted by a pronounced November lift. Any deviation or alignment for Israel will become clear once in-market observations are recorded.
While country-level CPC data for Public Safety in Israel is not yet available in this window, the global Facebook Ads benchmarks outline clear CPC trends: a soft mid-year, a sharp November peak, and an annual average around $1.14. Understanding CPC benchmarks for Public Safety in Israel — set against these global patterns — helps frame country-specific ad costs and industry ad performance as local data becomes available.
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 Israel, 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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Passover (April), Sukkot and Fall holidays (Sept–Oct), Hanukkah (December)
CPM and CPC might rise during Passover as consumers prepare homes and plan meals. Fall holiday cluster may see media consumption fluctuate—consumers often offline during holidays, but prior week advertising demand may peak. Yom HaAtzmaut might spark tourism and leisure engagement. Hanukkah could drive e‑commerce CPMs for toys and electronics.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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