Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Australia’s Facebook Ads CPMs ran consistently below the global benchmark over the last 13 months, yet the local market showed a steady lift through 2025, culminating in a fresh peak by November. The year opened soft, stabilized in mid-year, then accelerated through Q3 before a brief October reset and a sharp November rebound. Volatility was slightly higher than the global pattern, with a handful of standout swings shaping the narrative. 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 all industries in Australia compared to the global benchmark.
YoY momentum diverged: Australia rose roughly 7% from November to November (17.22 to 18.36), while the global benchmark fell about 20% (24.26 to 19.46).
The pattern in Australia shows classic seasonal pressure without a uniform Q4 spike. December 2024 CPMs compressed notably after a strong November, then Q1 2025 settled at the year’s softest levels (Jan–Feb). A quiet Q2 formed a plateau around 13–14 before a clear run-up through Q3 (July–September). October marked a reset, followed by a November surge that set the annual high. Globally, CPMs were elevated in November 2024, eased into Q1, built gradually into late summer, and stayed comparatively firm into October 2025.
Australia remained below market throughout: an average gap of roughly 23–24% below the global CPM. The spread was widest in December 2024 (−34%) and narrowed materially in September 2025 (−9%) and again in November 2025 (−6%), when Australian CPMs nearly met the global level. Growth rhythms differed as well: the global trend edged higher from Q1 to Q3 (+7%), while Australia’s Q1-to-Q3 lift was stronger (+24%) from a lower base. In short, the global curve cooled YoY, whereas Australia finished the period with renewed strength, led by a pronounced November rebound.
This CPM analysis offers a clear view of Facebook Ads benchmarks for all industries in Australia: consistently lower country-specific ad costs than the global average, a mid-year build, and a strong late-year finish. Understanding these CPM trends alongside broader Facebook Ads benchmarks—across CPC trends and CTR performance context—helps quantify industry ad performance in Australia relative to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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