Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The Netherlands ran consistently below the global market on Facebook Ads CPMs, with costs roughly half the worldwide benchmark and a more dramatic mid‑year dip. The story is one of a gentle slide from late 2024 into spring, a sharp July trough, and a swift rebound that carried CPMs back toward Q4 levels by October. Volatility was noticeable, with a near‑doubling from July to August standing out as the key swing month. 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.
Across all industries in the Netherlands, median CPM averaged 11.12 from November 2024 through October 2025. The period opened at 13.06 in November 2024, held essentially flat in December (13.06), then eased through early spring: 10.31 in January, 11.77 in February, 11.38 in March, and 10.06 in April. After a brief lift in May (12.19), costs compressed into early summer—8.90 in June and a cycle low of 6.19 in July. From that trough, CPMs rebounded sharply to 11.93 in August, stabilized at 11.86 in September, and finished at 12.74 in October. Net change from the first to last month was modest (−2% from 13.06 to 12.74), but the mid‑year swing was wide: a 52% drop from December to July, followed by a 106% climb from July to October.
Monthly volatility in the Netherlands averaged 1.89 points (absolute month‑over‑month change), higher than the global benchmark’s 1.27, signaling a choppier local cost environment. The range was broad—6.19 to 13.06—spanning about 62% of the Dutch average.
Seasonality is visible on both timelines. The Netherlands saw firmer CPMs in Q4 2024 (about 13.06 across November–December), a softer Q1–Q2 (Q1 averaged 11.15; Q2 10.38), and the weakest period in Q3 (9.99), driven by the July low. The rebound phase began in August and continued into October (12.74), returning CPMs close to the prior holiday band. This rhythm mirrors broader patterns where costs tend to ease after the holidays and gradually rebuild toward late‑year demand, though the Dutch market showed a steeper mid‑year compression than the global curve.
Globally, median CPM averaged about 19.96 over the same window—roughly 44% above the Netherlands’ 11.12. The Netherlands trailed the global level every month, with the gap ranging from about 35% below in February (11.77 vs. 18.10) to 68% below in July (6.19 vs. 19.29). The closest alignment appeared in December–February (35–37% below), while the widest divergence came mid‑summer. Globally, CPMs were highest in November 2024 (24.53) and lowest in January (17.87), then climbed into late summer (20.46 in August) and lifted again into October (21.43). Over the period, the global line declined from November to October (−13%), while the Netherlands finished nearly flat (−2%) but with more pronounced month‑to‑month swings.
This CPM analysis provides Facebook Ads benchmarks for all industries in the Netherlands, highlighting country‑specific ad costs that consistently undercut the global average, a pronounced summer trough, and a forceful late‑year recovery. Understanding Facebook Ads cost‑per‑thousand‑impressions benchmarks for all industries in the Netherlands helps teams compare country‑level CPM analysis to the global baseline and situate results within broader industry ad performance 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.
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