Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The standout story is a quiet one: for Public Safety in Norway, there were no recorded monthly medians for cost per click (CPC) in the observed period, so the clearest signal comes from the global benchmark. Globally, CPCs held in a narrow band for most of 2025, lifted sharply into November, and then reset hard in December and January. Volatility was modest through mid‑year but pronounced at the holidays, a rhythm consistent with broader Facebook Ads benchmarks. 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 Norway compared to the global benchmark.
Across the global baseline, CPC started 2025 at 1.12 in January and ended at 0.85 in January 2026, a decline of roughly 25%. The average across the 13 months was 1.11, with a high at 1.32 in November 2025 and a low at 0.85 in January 2026—a 0.47-point span, or about a 42% spread relative to the mean. Most months clustered close to the average: February through October largely ranged 1.09–1.15, signaling a steady market before the year-end surge.
Month-to-month volatility averaged about 0.07 points, indicating relatively small swings until Q4. The largest upward move came in November (+0.19 from October), followed by the steepest pullbacks in December (−0.26) and again into January 2026 (−0.21). Mid-year shifts were gentler: July saw a marginal dip (−0.00), August lifted (+0.03), and September eased back (−0.03). In short, the global trend was stable, then surged, then reset.
Seasonality is visible in the pattern. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1. In the data, that translates into a pronounced November peak—often associated with heavier auction pressure—followed by a December and January compression. Earlier in the year, the baseline shows restrained movement: Q1 averaged around 1.13, Q2 held near that level, and Q3 dipped slightly into the 1.09–1.13 range before the Q4 step-up to an average near 1.16, driven largely by November.
Because no monthly medians were observed for Public Safety in Norway, a like-for-like comparison to the global series cannot be quantified for the period. The global benchmark, however, provides a reference for industry ad performance: CPC trends averaged 1.11, reached 1.32 at the holiday peak, and bottomed at 0.85 in January, with average monthly movement of roughly 0.07 points. That reference frame outlines the country-specific ad costs environment seen elsewhere on Facebook Ads, even as Norway’s Public Safety segment did not register sufficient data to chart relative over- or underperformance against global CPCs.
Understanding Facebook Ads CPC benchmarks for the Public Safety industry in Norway—paired with the global baseline—helps situate country-specific ad costs within broader CPC trends. While this report centers on CPC trends rather than CPM analysis or CTR performance, the shape of the global curve offers useful context for industry ad performance in Norway relative to worldwide 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 Norway, 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 (Black Friday/Singles Day), December (Christmas & post‑Christmas sales), Spring holiday period (April–May travel and tourism)
CPM and CPC could rise during Easter and Ascension when Norwegians travel or spend time on leisure. Constitution Day (May 17) is widely celebrated—media activity may increase and ad competition could intensify. Most public holidays result in shop closures; ad inventory may shrink during holidays. Pentecost weekend may reduce weekday competition.
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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