Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Global Facebook Ads benchmarks for cost-per-click (CPC) held steady for most of 2025 before a sharp Q4 spike and a pronounced reset into early 2026. Across the period, the overall benchmark averaged about $1.11 per click, with a brief surge to $1.32 in November and a swift cool-down to $1.05 in December and $0.85 in January 2026. Day-to-day buying felt stable until late in the year, when auction pressure lifted costs, then unwound quickly.
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. For this period, in-market Public Safety CPC data for Israel was not available, so the narrative anchors to the global baseline as a directional reference for country-specific ad costs.
The global CPC trend began at $1.12 in January 2025 and ended at $0.85 in January 2026, a 24% decline over 13 months. The period high landed in November ($1.32), while the low followed in January 2026 ($0.85). Across the year, the benchmark averaged $1.11, with most months clustering between $1.09 and $1.15.
Momentum was subtle through midyear: a gentle lift from January ($1.12) to March ($1.14), a near-flat April–June band ($1.13 to $1.10), and a small midyear dip in September ($1.09). Volatility was modest overall, with average absolute month-to-month movement of roughly $0.07. The outlier sequence was Q4: October to November climbed by $0.19, then November to December fell by $0.26; December to January 2026 dropped another $0.21. In percentage terms, November’s peak sat about 19% above the period average, while January 2026 was about 24% below it—a 42% swing from high to low.
Seasonality tracked familiar CPC trends. Q1 was steady near $1.13 as campaigns stabilized post-holidays. Q2 held a similar range (around $1.13 on average), while Q3 softened slightly to roughly $1.11 amid lighter auction intensity. Q4 posted the highest quarterly average at about $1.16, almost entirely due to November’s spike, which aligns with elevated competition late in the year. The market then reset: December cooled to $1.05 and January 2026 dropped further to $0.85, marking one of the softest CPC points in the series.
For Public Safety in Israel, month-by-month CPC values were not observed in this window, so a direct comparison to the global series cannot be quantified. As a directional yardstick, the global benchmark suggests a calm midyear range near $1.10–$1.15, a short-lived cost spike in November, and a meaningful dip into January 2026. Relative language still applies: November’s $1.32 reflects above-market pressure versus the average, while January’s $0.85 signals below-average CPCs—and one of the widest gaps within the period.
While the local series is unavailable for this window, these Facebook Ads benchmarks outline the CPC trends relevant to industry ad performance. Understanding cost-per-click dynamics for the Public Safety industry in Israel—against the backdrop of the global CPC trend—helps contextualize country-specific ad costs and compare performance to broader market 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 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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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.
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