Compare CPM benchmarks by industry, region, and campaign type.
September 2025 - August 2026
Benchmark observations based on the selected data
Australia’s cost-per-thousand-impressions (CPM) trajectory ran consistently below the global benchmark over the 13-month window, with sharper swings and two pronounced spikes. 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 available in Australia compared to the global benchmark.
CPM in Australia began at about $15.52 in July 2025 and finished at $12.92 in July 2026, a decline of roughly 16–17% from start to finish. Across the period the Australian median CPM averaged about $14.38, ranging from a low of $9.63 in May 2026 to a high of $21.73 in November 2025. By contrast the global baseline averaged roughly $20.59, with a narrower band between about $16.47 (July 2026) and $24.26 (November 2025).
Month-to-month movement in Australia was notable: two large lifts — November 2025 (+8.19 vs October) and April 2026 (+8.25 vs March) — were followed by sharp declines into December 2025 (−10.87) and May 2026 (−10.91). Outside those swings, the series showed gentle declines and small rebounds in Q1 2026 (Jan–Mar averaging ~12.6). Overall, Australian CPMs ran about 30% below the global average across the full window.
The rhythm shows common year-end disruption but with local exaggeration: November 2025 produced a marked spike (peak $21.73) coinciding with the global high month, yet Australia’s rebound into April 2026 generated a second local peak before a steep decline into late spring. December and May were the softest months for Australia ($10.86 and $9.63 respectively), creating a pattern of sharp spikes followed by deep troughs rather than smooth seasonal lifts. The global baseline exhibited milder month-to-month shifts and a more muted Q4–Q1 swing.
Relative to the baseline, Australia was consistently below market. The narrowest gap occurred in November 2025 when Australian CPMs were about 10% below the global level; the widest gap was in May 2026 when Australia trailed global CPMs by roughly 58%. Volatility quantifies that experience: average absolute monthly movement in Australia was about $4.04, more than double the baseline’s average monthly movement of about $1.92 — indicating Australia’s CPMs were materially more volatile than global CPM trends across the same months.
Understanding Facebook Ads benchmarks and CPM analysis for all industries in Australia helps contextualize country-specific ad costs and broader industry ad performance relative to global norms.
Facebook advertising cost benchmarks
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Australia, advertisers typically have good engagement rates despite moderate costs. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs may rise around Easter, Anzac Day, and Christmas. Earlier scheduling and larger budgets may help. Retailers can plan promotions around back-to-school and Mother's Day.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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