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 Great Britain spent most of the year buying clicks far below the global going rate — until December, when cost per click surged to nearly 2.0 and flipped the script. Across the four observed months in 2025, CPCs moved from modest to minimal to suddenly premium, creating one of the choppier country-specific ad costs profiles in the dataset. The global benchmark stayed comparatively steady, peaking in November and easing in December, while Great Britain’s year ended with its sharpest jump.
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 Great Britain compared to the global benchmark.
Great Britain’s Public Safety CPC opened at 0.30 in February, lifted to 0.49 in May, hit its low at 0.17 in June, and spiked to 1.96 in December. The average across these months was 0.73, with a median of 0.40 and a wide range of 1.79. Between observed points, the average step-change was 0.77 — a lumpy pattern driven by a dramatic year-end surge.
Key movements:
By contrast, the global Facebook Ads benchmarks for CPC were far steadier. The 2025 global average was about 1.13, with a tight band from 1.05 (December) to 1.32 (November).
The observed pattern in Great Britain split the year into two phases. Through early summer, CPC trends were soft: May was moderate (0.49) and June dipped to the series low (0.17). The rhythm then pivoted dramatically as December climbed to 1.96, a reversal of the global cadence where costs typically peak in November and ease into December. In the global baseline, the rise into Q4 culminated at 1.32 in November before stepping down to 1.05 in December, a move consistent with broader CPM analysis patterns where competition concentrates before holidays and thins late in the season.
Across matched months, Great Britain’s Public Safety CPC averaged 0.73 versus the global 1.11 — roughly 34% lower overall. Month by month, three of four observations sat below the global benchmark before December’s breakout:
Volatility was also higher locally. The average step-change between Great Britain’s observed months was 0.77, while the global month-to-month change across 2025 averaged just 0.06, underscoring a steadier worldwide price environment. Globally, CPC ended the year at 1.05, down about 6% from January, while Great Britain ended nearly 6.6x above its February level.
Taken together, these CPC trends show Public Safety in Great Britain running below global Facebook Ads benchmarks for most of the year, then surging sharply in December — a notable divergence from the global Q4 pattern. Understanding cost per click benchmarks for Public Safety in Great Britain helps teams evaluate country-specific ad costs, compare industry ad performance, and interpret CPC trends against worldwide signals.
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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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