Facebook Ads CPM Benchmarks for Healthcare

Introduction

Healthcare CPMs ran materially above the market all year, lifted through Q4 and then spiking to a new high in January 2026. The category’s costs across all countries showed a spring dip, a decisive rebound in May, choppy summer pricing, and sustained Q4 intensity—culminating in a January jump that widened the gap versus the global benchmark. Volatility was also higher than average, with several sharp month-to-month moves and multiple late-year peaks.

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 Healthcare in all countries compared to the global benchmark.

The story in the data

Median CPM for Healthcare across all countries averaged about $27.30 from January 2025 through January 2026, versus a $19.81 global all-industry average. The period opened at $22.76 in January 2025, bottomed in April ($21.88), and then climbed to $38.70 by January 2026—a 70% rise from start to finish. The late-year run-up was notable: $28.12 in October, $33.73 in November and December, and then the January 2026 high.

Monthly swings were more pronounced than the market. Absolute month-to-month change averaged roughly $2.73 for Healthcare versus $1.63 globally. Big moves included May’s +$5.20 rebound from April, August’s +$4.83 surge after a softer July, October’s +$3.39 lift, November’s +$5.60 jump, and the +$4.98 step-up into January 2026. Stable stretches were rare—December’s flatness (−$0.00 vs. November) was the exception.

Across the year, Healthcare CPMs ranged from $21.88 (April low) to $38.70 (January 2026 high), a spread of about $16.82, or roughly 62% of the category’s average.

Seasonal and monthly dynamics

The year began steady to soft, with a gradual easing from February into the April trough. May marked a clear reset, lifting costs into a higher band that persisted through the summer, albeit with oscillation—lower in July and September, higher in August and October. Q4 brought sustained elevation: October upshift, then a tight plateau at ~$33.72 in November–December. Instead of the usual January retreat seen in many categories, Healthcare CPMs rose further in January 2026, extending the Q4 intensity.

This rhythm aligns with common paid social seasonality: performance typically softens through Q4 as competition rises, with some categories rebounding in early Q1. Here, Healthcare’s Q4 pressure held into January rather than releasing.

Country vs. Global

Healthcare CPMs stayed above market every month, averaging about 38% higher than the global benchmark. The premium was narrowest around March–April (18% above global) and widest in January 2026 (about 146% above). The global trend posted a modest build into November, then cooled in December and fell sharply in January 2026—ending roughly 11% below January 2025 levels. In contrast, Healthcare climbed steadily across the year (+70%), and was more volatile month to month (average move of $2.73 vs. $1.63).

Closing

This CPM analysis shows Healthcare Facebook Ads benchmarks running consistently above market across all countries, with a pronounced Q4 lift that accelerated into January 2026. Understanding Facebook Ads CPM benchmarks for the Healthcare industry in all countries helps teams gauge country-specific ad costs and compare industry ad performance against global patterns.