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 the Netherlands spent far less per click than the global market in early 2025, but with sharper swings month to month. The year opened higher, dropped hard in February, then climbed steadily through Q2—ultimately ending June below January but well above the February trough. 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.
CPC trends for Public Safety in the Netherlands started at 0.74 in January, plunged to 0.26 in February, and then rebounded: 0.47 in April, 0.57 in May, and 0.60 in June (March data unavailable). Across the observed months, CPC averaged 0.53, with the high in January (0.74) and the low in February (0.26). The February drop was the defining move, falling roughly 66% from January, followed by an 85% rebound into April. Momentum then moderated: +21% from April to May and +5% from May to June. Even with the recovery, June closed about 19% below January.
Volatility was pronounced. The average absolute month-to-month change across observed steps was about 0.21—driven by the steep February move—indicating a choppier environment than the smooth global trend.
The rhythm in the Netherlands resembled a soft early Q1 followed by a spring rebuild. January–February was the softest stretch, with CPCs bottoming in February. From there, costs climbed through Q2, stabilizing near 0.60 by June. Q2 averaged around 0.55, a touch higher than the January–February average of 0.50, reflecting a clear rebound even as the market did not fully return to January’s level.
Globally, seasonality was steadier across H1: CPCs hovered in a narrow 1.08–1.14 band from January through June, with a minor dip into June. In the broader benchmark, CPCs tend to firm late in the year, with the dataset showing a peak around November before easing in December.
Against the global Facebook Ads benchmarks, Public Safety CPCs in the Netherlands sat markedly below market levels. The Netherlands averaged 0.53 from January to June, compared with 1.12 globally—about 53% lower. Month by month, the gap ranged from 34% below global CPCs in January to 78% below in February, then narrowed through Q2 (58% below in April, 50% in May, 45% in June).
Trendwise, the global benchmark eased slightly across H1 (−4% from January to June), while the Netherlands fell more from its January starting point (−19%) but showed stronger mid-period momentum off the February low. Volatility diverged sharply: average absolute monthly swings were roughly 0.21 in the Netherlands versus 0.02 globally, making the Dutch Public Safety segment more than 10x choppier during the period.
In sum, Facebook Ads cost-per-click benchmarks for Public Safety in the Netherlands show consistently lower, more volatile CPCs than the global average—marked by a February trough and a steady Q2 recovery. Understanding CPC trends, alongside broader CPM analysis and CTR performance context, helps teams evaluate country-specific ad costs and compare industry ad performance in the Netherlands to 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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