Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: the Netherlands started the 13‑month window with very low CPMs and finished with a sharp spike that pushed it above the global benchmark. 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.
Netherlands CPMs (median cost per thousand impressions) began at 7.2 in July 2025 and closed at 29.5 in July 2026 — roughly a fourfold lift across the period. The Netherlands’ mean CPM was about 14.2, with a low of 7.2 (Jul 2025) and a high of 29.5 (Jul 2026). The global baseline averaged roughly 20.6 over the same months, ranging from about 16.5 to 24.3. Put simply: for most of the year the Netherlands sat well below the Facebook Ads benchmarks and CPM analysis of the global market, then reversed sharply in the final month.
Key moves: an early ramp from 7.2 → 16.7 by November 2025, a drop into the low teens/ single digits over December 2025 and May 2026, then a pronounced surge entering mid‑2026, climaxing at 29.5 in July 2026. Month‑to‑month movement averaged about 4.1 CPM points absolute in the Netherlands, signaling broad swings rather than a flat trendline.
Rhythm across the year shows typical Q4 tension with a November high (16.7) followed by a December softening (10.4). A spring uptick pushed medians into the mid‑teens around March–April 2026 (16.4 → 16.0), but May dipped back to 9.4 before volatility accelerated through June and July. The final month’s surge is the standout seasonal anomaly: July 2026’s CPM is materially above prior peaks and alters the year’s narrative from “consistently low” to “late, sharp escalation.”
On average the Netherlands trailed the global CPM benchmark by about 31% (14.2 vs 20.6). Throughout most months the gap ranged from roughly 26% below (narrowest in March/June 2026) to over 60% below (wide gaps in July 2025 and May 2026). That pattern flipped in July 2026 when the Netherlands exceeded the baseline by roughly 79% — the largest relative swing in the window. Volatility comparison also matters: absolute monthly movement in the Netherlands (~4.1 CPM points) was roughly double the global monthly swing (~1.9), so Netherlands CPMs were more volatile than the aggregated benchmark.
This data‑driven view of CPM — a core metric in Facebook Ads benchmarks and CPM analysis — highlights how country‑specific ad costs and industry ad performance in the Netherlands can diverge sharply from global trends. Understanding cost per thousand impressions (CPM) benchmarks for All industries in the Netherlands frames these cross‑market contrasts for advertisers monitoring CPC trends, CPM analysis, and CTR performance in country-specific ad costs and industry ad performance.
Facebook advertising cost benchmarks
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. 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.
Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC may rise during spring holidays as travel and leisure ads gain engagement. Liberation Day (May 5) is a mandatory national holiday, so ad inventory may shrink. Ad competition increases in late December for holiday promotions. Fewer summer holidays may make campaign performance more consistent through summer.
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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