Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Healthcare CPMs are running hot. Across all countries, Facebook Ads cost per thousand impressions (CPM) for Healthcare stayed above the global benchmark every month in the period, with a clear seasonal lift into Q4 and a dramatic spike in December. The category averaged roughly $26.85 versus the $20.36 global average, pointing to a sustained premium and more pronounced volatility throughout the year. The narrowest gap arrived in November; the widest landed in December, capping a year defined by alternating dips and rebounds that ultimately broke higher.
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 across all countries compared to the global benchmark.
Healthcare CPMs started at $27.69 in December 2024 and ended at $46.31 in December 2025—a 67% year-over-year jump. The category’s low came in April ($21.92), with a midyear rebound and a strong Q4 finish. The average across the 13 months was $26.85, with a median of $25.66, showing that the December surge pulled the mean upward.
Month-to-month movement was choppy: six declines and six increases. Notable swings included a -18% step down from December 2024 to January, a +24% rebound in May, another +25% lift in August, and a +63% leap in December—the largest monthly move of the year. Average absolute volatility was about $4.06 per month, nearly 4x the global benchmark’s $1.08, underscoring sharper Healthcare fluctuations.
In contrast, the global CPM benchmark climbed from $20.44 in December 2024 to $25.45 in December 2025 (+25%). The global range was tighter (low of $17.80, high of $25.45), reflecting steadier conditions outside Healthcare.
Seasonally, Healthcare CPMs eased through early Q1 before building into year’s end:
The rhythm was distinct: alternating pullbacks and recoveries through midyear, then a persistent climb in Q4. The December surge was an outlier in magnitude, but the upward momentum had been building since October.
Healthcare CPMs outpaced the global benchmark in all 13 months. The premium averaged about 32% for the year, typically running +18% to +43% above market. The gap was narrowest in November (+12% vs. global) and widest in December (+82%). Other notable spreads appeared in August (+43%), May (+38%), and December 2024 (+35%). While the global trend rose steadily (+25% December to December), Healthcare was higher-priced and more volatile, yet ultimately posted the stronger annual lift (+67%).
The throughline: elevated, above-market CPMs for Healthcare across all countries, with sharper swings and a decisive year-end acceleration versus the global CPM baseline.
This CPM analysis summarizes Facebook Ads benchmarks for Healthcare across all countries: consistently above the global market, more volatile month to month, and defined by a strong Q4 surge that culminated in a December peak. Understanding CPM trends for Healthcare across all countries helps marketers benchmark industry ad performance against global Facebook Ads cost patterns.
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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. 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.
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