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 New Zealand lack a reported CPC time series for this period, so the clearest story comes from the global benchmark: a mostly steady cost environment punctuated by a late-year surge. Global Facebook Ads benchmarks for CPC hovered close to $1.14 across 2025, with a soft trough in September and a sharp spike in November before easing into December. Volatility was modest most months, but Q4 brought the standout movements.
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 New Zealand compared to the global benchmark.
Across December 2024 to December 2025, global CPC for Facebook Ads averaged about $1.14 (mean: $1.14). The series opened at $1.28 in December 2024, drifted lower into early 2025, and closed at $1.10 in December 2025 — a 14% decline versus the previous December and a 1–2% dip from January to December.
The high point landed in November 2025 at $1.31, while the low arrived in September at $1.06. That creates a broad yearly range of roughly $0.25, or about 22% of the annual average. Month-to-month movement was typically restrained, averaging a $0.07 absolute change (about 6% of the average CPC). The calmest shift came in July (+$0.00 to two decimals), while the sharpest moves clustered in Q4: +$0.21 from October to November, followed by a -$0.20 correction into December.
Through most of the year, CPCs held between $1.07 and $1.14. The mid-year stretch from June to September averaged $1.08, underscoring the low-cost period, while Q4 averaged $1.17, lifted almost entirely by November’s spike.
The rhythm is clear: early 2025 (January–March) was balanced near $1.13–$1.14. Costs softened gradually into late Q3, with September marking the year’s minimum at $1.06. Q4 reversed that softness. October ticked up to $1.10, November spiked to $1.31, and December cooled to $1.10 — effectively resetting to October levels after the brief surge. The pattern is consistent with heightened late-year competition pushing CPCs higher, with temporary pressure easing after peak promotional weeks.
For Public Safety in New Zealand, monthly CPC observations were not captured in this window, so a direct gap analysis versus the global benchmark cannot be calculated. What the benchmark does show is a broadly steady 2025 with mild year-end uplift: -1.5% from January to December globally, a 23% climb from the September low to the November high, and overall volatility centered near $0.07 per month.
If New Zealand’s Public Safety market followed the same rhythm, the year would feature softer CPCs in late Q3 and firmer costs in November, but the precise level relationships — above market, below average, or equal — remain unreported.
Taken together, these Facebook Ads benchmarks outline stable CPC trends with a pronounced Q4 flare-up. While country-specific ad costs for Public Safety in New Zealand are not available for this period, the global CPC analysis provides a clear frame for understanding industry ad performance and seasonality. Understanding cost-per-click benchmarks for Public Safety in New Zealand in relation to global CPC trends helps contextualize country-specific ad costs and expected dynamics across the year.
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 New Zealand, 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), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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