Facebook Ads CPM Benchmarks for Marketplaces in Canada

Introduction

Canada’s Marketplaces CPMs spent most of the year well below the global benchmark, yet moved with a visible seasonal rhythm: a high opening in January–February, a spring slide to a May low, a steady summer floor, then a short-lived Q4 surge before a sharp December reset. The market’s average CPM landed at 9.47, roughly half of the global 20.19, underscoring persistently lower country-specific ad costs for this industry in 2025.

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 Marketplaces in Canada compared to the global benchmark.

The story in the data

• Starting point vs. ending point: Canada opened at 12.03 in January and closed at 7.85 in December — a 35% decline from start to finish.
• Highs and lows: The annual high arrived in February at 12.16, while the trough appeared in May at 7.56. The spread of 4.60 points reflects a market that oscillated between compressed spring pricing and two notable premium peaks.
• The average: Canada’s Marketplaces CPM averaged 9.47 across the year, far below the global 20.19 median.
• Key movements:
• A mild uptick into February (+1%) was followed by a steep March correction (−29%) and further softening into April and May (−9% and −4%).
• A controlled rebuild ran from June to September, with small alternating gains and dips netting a stable summer band around 8.2–8.9.
• October delivered a pronounced lift (+34% month over month), extended modestly in November (+3%), before a sharp December pullback (−34%).
• Volatility: The average absolute month-to-month move in Canada measured 1.32 points, slightly higher than the global benchmark’s 1.18, signaling a choppier local cadence.

Seasonal and monthly dynamics

Seasonality set the tone. Q1 was the strongest quarter on average (10.94), anchored by January–February highs before March recalibrated the market. Spring marked the softest stretch: April and May established the yearly floor (Q2 average: 8.11). Summer stabilized (Q3 average: 8.42) with tight month-to-month ranges. Q4 showed classic auction pressure, with CPMs climbing into October and November (10.42 average for the quarter) before year-end budgets and holiday competition gave way to a December correction back near spring levels.

Country vs. Global

Canada’s Marketplaces CPMs consistently tracked below global Facebook Ads benchmarks:

• On average, Canada’s 9.47 was 53% under the global 20.19.
• The narrowest gap came in January and February, when Canada hovered 32% below global levels.
• The widest disparities appeared in December (65% below) and May (62% below), indicating deeper discounts during the spring trough and year-end reset.
• Trajectory comparison: while the global baseline climbed 26% from January to December, Canada fell 35%, reflecting a divergent arc — global CPMs rose through Q4, peaking in November, whereas Canada’s lift was brief, followed by a steeper December drawdown.
• Volatility was slightly higher in Canada (1.32 vs. 1.18 average monthly point change), with outsized moves concentrated in March, October, and December.

Closing

In summary, CPM analysis for the Marketplaces industry in Canada shows a year defined by spring softness, a contained summer floor, and a short Q4 spike that reversed sharply in December — all at levels well below the global benchmark. Understanding Facebook Ads benchmarks for CPM and country-specific ad costs helps frame industry ad performance for Marketplaces in Canada against global patterns.