Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Denmark’s Healthcare market delivered a strikingly two-speed year for Facebook Ads benchmarks on CPM: a quiet, below-market start, a dramatic surge in Q2, and a long cooldown into early 2026. Across the period, CPMs averaged about 14.3, well below the global benchmark near 19.8, but with sharper month-to-month swings and standout spikes in late spring. The high-water mark came in May before costs unwound steadily through Q3 and fell further into January 2026.
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 Denmark compared to the global benchmark.
Denmark’s Healthcare CPM started 2025 at 9.88, lifted slightly in February (10.25), then jumped to 13.51 in April. The inflection arrived in May at 36.63—the annual peak—followed by an elevated June at 30.25 and 22.52 in July. From there, costs reset: August (9.29) and September (7.10) marked a deep retrenchment. October held at 8.34, November briefly firmed to 17.13, and December slid to 6.64. The period closed at 4.18 in January 2026—the low.
Over these 13 months, CPMs in Denmark averaged 14.3, with a wide range from 4.18 to 36.63. The average absolute month-to-month move was 6.7 points, signaling pronounced volatility. By comparison, the global benchmark moved more gradually (about 1.6 points on average).
The baseline trend was steadier: global CPMs climbed from 17.73 in January 2025 toward a Q4 peak (25.22 in November), then normalized to 15.74 in January 2026. Across the full window, the global average was roughly 19.8, ranging from 15.74 to 25.22.
The global rhythm followed a familiar trajectory: gradual cost build through mid-year, a firmer Q4 with a November peak, then a reset in January. Denmark’s Healthcare CPMs ran out of phase. Q1 was subdued, Q2 surged sharply—May was more than double the global median that month—then Q3 and Q4 tracked lower, with only a tentative November lift before a December slide and a January trough.
This created a “spring spike, winter floor” profile: a concentrated cost premium in April–June, surrounded by mostly discounted months, particularly late Q3 through early Q1.
On average, Denmark’s Healthcare CPM sat about 28% below the global benchmark (14.3 vs. 19.8). The market outpaced global levels only in May–July, led by May’s 36.63 (about 85% above the global 19.79). July was closest to parity (+15% vs. global). In all other months, Denmark ran below market, with the widest discounts appearing late in the year: December was roughly 70% under global levels, and January 2026 was about 74% lower.
Trend lines diverged as well. From January to December 2025, Denmark declined by roughly 33% (9.88 to 6.64), while the global benchmark rose about 24% (17.73 to 22.04). Volatility was also higher in Denmark (average monthly change of 6.7 points) compared with the more measured global pattern (1.6 points).
This CPM analysis highlights how Healthcare industry ad costs in Denmark diverged from the global curve—substantially lower on average yet markedly more volatile, with a Q2 spike and a pronounced year-end cooldown. Understanding Facebook Ads benchmarks for CPM in the Healthcare industry in Denmark helps illuminate country-specific ad costs and industry ad performance relative to global 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. For campaigns targeting Denmark, 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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Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day
CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.
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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