Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Canada’s all-industry CPMs sat notably below the global benchmark across the period, but the story isn’t just about lower costs—it’s about a choppier rhythm. Canada averaged $11.19 CPM from December 2024 to November 2025 versus the global $19.92, with mid-year spikes in May and July and a late-summer cool-down before a measured Q4 lift. The standout feature: bigger month-to-month swings in Canada than the global market, even as both ended the period higher than they began.
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 Canada compared to the global benchmark.
CPM in Canada began at $9.41 in December 2024, dipped to its low at $9.22 in January, then climbed through March ($11.34). After a modest April retrace ($10.51), costs surged in May ($14.16), eased in June ($11.34), and peaked for the year in July at $14.78. Late summer cooled sharply—August settled at $11.71 and September fell to $9.32—before a Q4 rebound to $10.61 in October and $12.06 in November. From start to end, that’s a 28% lift.
Across the 12 months, Canada’s CPM ranged from $9.22 to $14.78 with a $11.19 average. Volatility was pronounced: the average absolute monthly move was $1.93, indicating sharper swings than the global benchmark, which moved by $1.20 on average per month over the same window.
The pattern in Canada reflects a soft Q1, mid-year inflation, and a late summer reset. Q2 opened with momentum—May marked a clear spike—followed by the year’s high in July. Then CPMs eased through August and bottomed in September, a notable trough after the summer peak. Q4 brought a steady rebuild rather than an aggressive surge, with October and November recovering but remaining below the May–July highs.
Globally, seasonality skewed more traditional: a steady climb into Q4 with a pronounced jump in November and an outsized December spike beyond the monthly range seen earlier in the year.
Canada’s CPMs consistently tracked below market, averaging 44% lower than global levels for the period ($11.19 vs. $19.92). The gap narrowed mid-year—Canada was 28% below global in May and only 23% below in July—before widening again to more than 50% below in September and November. At its narrowest, the spread was July (−23% vs. global); at its widest, December 2024 hovered around −54%.
Trendlines diverged in shape: the global benchmark rose steadily (+25% from December to November) with a pronounced Q4 climb, while Canada achieved a similar net lift (+28%) through a more jagged path—mid-year spikes followed by a late-summer dip and a measured Q4 rebound. These differences underscore country-specific ad costs and industry ad performance dynamics within broader Facebook Ads benchmarks.
In short, this CPM analysis shows that Facebook Ads benchmarks for all industries in Canada were materially below the global average, with bigger month-to-month swings, a July peak, and a modest Q4 recovery. Understanding country-specific ad costs and CPM patterns helps contextualize Canada’s industry ad performance alongside global trends.
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 Canada, 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 and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)
CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.
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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