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 Singapore did not register reportable monthly medians in this period, so the clearest signal comes from the global Facebook Ads benchmarks for cost-per-click (CPC). The global trend shows a steady mid‑year softening, a sharp Q4 surge, and a mild reset into December—hallmarks of paid social seasonality. Volatility remained contained for most of the year, with one standout spike in November.
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 Singapore compared to the global benchmark.
Looking at the global CPC trend for 2025, the year essentially held flat: CPC opened at $1.13 in January and closed at $1.12 in December (−0.5%). The average across 2025 landed at $1.13. The lowest CPC came in September at $1.07, while November marked the high at $1.32—a 24% spread from trough to peak.
Month-to-month movement was generally modest. The average absolute monthly change measured $0.055 (about 4.9% of the yearly mean), with a median move of $0.017, indicating calm monthlies punctuated by occasional larger shifts. The outsized moves clustered in late Q4: +$0.216 from October to November (+19.5%), followed by a −$0.200 slide into December (−15.1%).
Pre‑Q4 CPC averaged $1.11 (January–September), while Q4 averaged $1.18—about 6.6% higher. The December 2024 reading at $1.27 underscores the seasonal premium heading into holidays; CPC then reset by −11% into January 2025, aligning with typical post‑peak conditions. From the September low to year‑end, CPC rebounded by roughly 5%.
The rhythm in the global CPC trends suggests a familiar arc:
Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; this pattern is mirrored here in CPC terms with cost intensity peaking before holidays and resetting afterward.
For Public Safety in Singapore, there were no monthly median CPC data points in this window, so a precise gap to the global benchmark cannot be quantified. Based on the global pattern, Facebook Ads CPC trends this year were flat overall, with a mid‑year trough and a sharp Q4 lift. If Singapore follows similar market dynamics once observed, the narrowest and widest gaps to global would likely align around the late‑summer low and the November peak, respectively; however, country‑specific ad costs for Singapore are not available in this dataset period.
While country‑specific CPC readings are not present for the Public Safety industry in Singapore, the global Facebook Ads benchmarks show CPC trends centered near $1.13 for 2025, with a September low near $1.07 and a November spike to $1.32. Understanding Facebook Ads cost‑per‑click benchmarks for the Public Safety industry in Singapore helps contextualize country‑specific ad costs and industry ad performance against 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 Singapore, 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 January (Chinese New Year), October–December (Deepavali, National Day promotions, Christmas), Mid-year retail events
CPM and CPC might rise during Chinese New Year and Deepavali for gifting, food, and apparel categories. Good Friday, Hari Raya, and Vesak Day long weekends could shift consumer behavior and spike media consumption. National Day promotions might elevate ad costs in entertainment and tourism. Singapore's small, affluent market means events can have noticeable retail impact.
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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