Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Healthcare advertising costs ran higher and far choppier than the market benchmark over the 13‑month window. 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 available compared to the global benchmark.
Cost per thousand impressions (CPM) for Healthcare averaged about $30.3 over the period, versus a global baseline CPM of roughly $20.6 — about 47% above the market on average. The Healthcare series opened at $27.44 in July 2025 and closed dramatically lower at $8.04 in July 2026, a net decline of roughly 71%. The peak was $42.53 in April 2026 and the trough was the July 2026 low of $8.04.
Monthly movement was pronounced: Healthcare climbed from the high‑$20s into the mid‑$30s through late 2025 (November–December at ~$34.8), eased into early 2026, then surged to the April high. That April spike (about $42.5) stands out as the single largest month and represents nearly an 80% premium to the baseline that month. Conversely, July 2026 is an outlier collapse: Healthcare fell roughly 51% below the baseline that month (Healthcare $8.04 vs baseline $16.47).
Volatility was materially higher in Healthcare. Average absolute month‑to‑month change was about $5.5 for Healthcare compared with about $1.9 for the global benchmark — roughly 2.9 times more variable. In relative terms, Healthcare moved about 18% of its mean per month vs roughly 9% for the overall market.
A seasonal rhythm is visible: costs rose through late Q3 into Q4 2025, peaking in November–December before a softening in January. Early 2026 showed moderate recovery into March, followed by a pronounced April lift. After April’s spike, CPMs retreated through May and June, then collapsed in July 2026. The pattern mixes typical year‑end competition (Q4 lift) with sharper, idiosyncratic swings in spring and a pronounced mid‑year drop.
Across the period Healthcare CPMs were above market in 12 of 13 months, commonly 40–80% higher than the baseline. The narrowest premium months were around 43–46% above baseline; the widest gap appeared in April (about +80%). July 2026 inverted that relationship: Healthcare undercut the global CPM by about 51%. Overall, Healthcare showed higher average CPMs and materially greater month‑to‑month volatility than the baseline.
Understanding Facebook Ads CPM benchmarks and CPM analysis for Healthcare in All countries available provides a clear picture of elevated industry ad costs, pronounced volatility, and how country‑aggregated, industry ad performance diverged from global norms.
Facebook advertising cost benchmarks
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 because of specialized audience targeting and compliance requirements. Geographic targeting affects ad costs through regional competition and user engagement. 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 CPM values. 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.
The dataset updates as new ad data is available.
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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