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 advertisers in the Netherlands spent the first half of 2025 buying clicks at materially lower costs than the global market, but with a sharp early-year dip before a steady Q2 rebuild. Median CPCs started elevated in January, plunged in February, then climbed back through April–June — a choppier profile than the largely stable global benchmark. Throughout, Dutch CPCs sat well below worldwide Facebook Ads benchmarks, typically at about half the global price of a click. 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 the Netherlands compared to the global benchmark.
Across the observed months (January, February, April, May, June 2025), Public Safety CPC in the Netherlands averaged $0.53, ranging from a low of $0.25 in February to a high of $0.74 in January. The period opened at $0.74 and ended at $0.60 in June, a 19% decline from start to finish, but that masks the mid-period rebound.
Month by month, the pattern is distinct:
Volatility between reported points averaged about 0.21 dollars per step, driven primarily by the January-to-February swing. By contrast, the global benchmark moved just 0.02 dollars on average per month over the same window, underscoring how much more variable the Netherlands series was.
The early year carried a trough in February, which is often a softer demand period after Q4 intensity; here, the downturn was especially pronounced. From April onward, the rhythm stabilized: a stair-step recovery through late spring into early summer brought CPCs from sub-$0.30 territory back to around $0.60. While March data is absent, the overall arc from February through June shows consistent re-acceleration.
Globally, CPCs were comparatively steady during H1: roughly $1.12–$1.15 from January to May, easing to about $1.10 in June. Beyond H1, global seasonality typically tightens into Q4; in 2025, global CPCs spiked to about $1.32 in November before easing to $1.05 in December — a pattern worth noting as a backdrop to country-specific ad costs.
Relative to the worldwide median, the Netherlands’ Public Safety CPC ran well below market throughout H1. The local average ($0.53) was roughly 53% under the global average ($1.13) for the same period.
The global trend was nearly flat across H1 (down roughly 2%), while the Netherlands posted a -19% change from January to June, with a deeper mid-quarter dip and a clearer spring rebound. In short: consistently below average, and notably more volatile.
Understanding Facebook Ads CPC benchmarks for the Public Safety industry in the Netherlands highlights how country-specific ad costs can diverge meaningfully from global CPC trends. This CPC analysis shows sustained below-market pricing with early-year volatility and a Q2 recovery, offering a clear reference point for industry ad performance versus 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 Netherlands, 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–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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