Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Construction advertisers ran consistently “above market” on Facebook CPMs throughout the period, with a clear year-end surge and sharper month-to-month swings than the global norm. After a holiday-inflated December 2024, costs reset in January and then built momentum into Q4, culminating in the most expensive month of the year. Compared to the all‑industry global benchmark, Construction across all countries paid a steady premium and experienced more pronounced seasonal amplitude.
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 Construction across all countries compared to the global benchmark.
The pattern followed a familiar rhythm for platform auctions: a December peak, a January trough, and a gradual rebuild through mid‑year before Q4 acceleration. Q1 averaged 21.16, reflecting a cooler demand environment after the holidays. April–September sat at an intermediate pace (23.59 on average), punctuated by a June spike and an August dip. Q4 was the most expensive stretch by far at 29.25, with November–December delivering the sharpest month-to-month lifts of the year.
Performance typically softens through Q4 as competition rises, with engagement costs rebounding across early Q1; the Construction category across all countries tracked that cadence but with larger swings.
Against the all‑industry global baseline, Construction CPMs across all countries were consistently higher in every month of the window.
In summary, Facebook Ads benchmarks show CPMs for the Construction industry across all countries running consistently above the global all‑industry level, with a pronounced Q4 surge and higher volatility throughout the year. This CPM analysis underscores how industry ad performance for Construction diverged from the market baseline, offering a clear reference point for gauging country‑specific ad costs and global trends in 2025.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Construction industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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:
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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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