Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
CPM costs in the Netherlands ran materially lower than the global benchmark throughout the year, but moved with a clear seasonal rhythm: a soft mid-year dip, a sharp late-summer rebound, and a pronounced Q4 lift that culminated in November before cooling into December. The pattern was more volatile than the worldwide trend, with a dramatic July trough and one of the strongest single-month rebounds in August. 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 all industries in the Netherlands compared to the global benchmark.
For all industries in the Netherlands, CPM (cost per thousand impressions) started 2025 at 10.08 and ended at 12.03, a 19% rise across the year. The annual average landed at 11.18, with a low of 7.04 in July and a high of 15.51 in November. The overall spread of 8.46 points underscores a choppy year, especially relative to the global baseline.
Month by month, CPMs nudged higher in Q1 (10.08 in January to 11.55 in March), eased in April (10.14), and then oscillated: a lift in May (11.56), a drop in June (9.17), and the year’s trough in July (7.04). August delivered the single biggest swing, jumping to 11.63—about a 65% rebound from July. Momentum continued through early fall (12.05 in September, 13.19 in October) before peaking in November (15.51) and easing into December (12.03).
Volatility ran high. The average absolute month-to-month move in the Netherlands was 1.89 points, notably more turbulent than the global benchmark’s 1.21.
The Netherlands showed a steady Q1, a mixed Q2, a dip-and-snapback in midsummer, and a strong but brief Q4 peak. Q4 averaged 13.58, roughly 32% higher than Q2’s 10.29, reflecting the typical seasonal pressure as demand intensifies late in the year. November stood out as the high-water mark, followed by a December cooldown—common as auction dynamics ease after peak retail activity.
Across 2025, the Netherlands’ CPM averaged 11.18 versus the global 20.15—about 45% below the broader Facebook Ads benchmarks. The gap narrowed and widened over the year: at its widest in July, the Netherlands sat 64% below global CPMs (7.04 vs. 19.58). At its narrowest in November, it was 38% below (15.51 vs. 25.22). Month-to-month, the Netherlands generally priced at 55–62% of global CPMs, underscoring consistently lower country-specific ad costs for this market.
While both the Netherlands and the global benchmark climbed into Q4, the global line rose more steadily (+24% from January to December) versus a choppier Netherlands path (+19%) defined by a mid-year trough and outsized August surge. Notably, both peaked in November, aligning with worldwide auction intensity, but the Netherlands experienced a steeper December pullback.
In sum, Facebook Ads benchmarks show that all-industry CPMs in the Netherlands were lower than global levels throughout 2025, with higher volatility, a pronounced July low, and a strong Q4 spike capped by November. Understanding CPM analysis and country-specific ad costs for all industries in the Netherlands provides a clear read on how industry ad performance compares to global trends.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Netherlands, 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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Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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