Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The headline: Netherlands ran materially cheaper and more volatile CPMs than the global benchmark over the 13-month window. 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.
Median cost-per-thousand-impressions (CPM) in the Netherlands averaged about 12.6 over the period (June 2025 → June 2026), starting at 9.15 and finishing at 16.76 — an 83% lift from the first to the last month. The Netherlands’ low was 7.24 in July 2025; the high was 16.76 in June 2026. By contrast the global baseline averaged roughly 20.8, beginning at 18.80 and ending at 21.90 (a ~16% rise). In absolute terms the Dutch CPMs ran about 8.1 points below global levels on average — roughly 39% lower.
Monthly moves in the Netherlands were pronounced. Average month-to-month absolute change was about 3.1 points, more than double the baseline’s average monthly swing (~1.5 points). Notable movements include a strong run into November 2025 (16.7), a steep drop into December (10.4), a rebound into March–April 2026 (peaking ~16.4 and ~16.0), a sharp trough in May 2026 (9.59), then a dramatic jump into June 2026 (16.76).
There’s a clear seasonal rhythm: competition-driven pressure shows in Q4 across both series, but the Netherlands’ pattern is choppier. November 2025 is a shared peak month (global ~24.2; NL ~16.7), followed by softer December performance. Early Q1 shows a typical rebound: January–March sees rising CPMs in both series, although the magnitude is muted for the global baseline relative to the Dutch swings. Spring-to-early-summer behavior is less uniform — May 2026 collapses in the Netherlands then rebounds sharply in June, indicating episodic demand swings rather than a smooth seasonal curve.
Across months the Netherlands trailed global CPMs by roughly 23% at its narrowest (June 2026) and by about 58% at its widest (May 2026). Most months saw the Dutch median 30–50% below baseline: June–October 2025 and Jan–Apr 2026 clustered in the mid-30s percent gap. Volatility was a defining contrast — the Netherlands was materially more volatile (average monthly absolute swing ~3.1 points) versus the global market (~1.5 points), so Netherlands figures were both lower and less predictable month-to-month.
Understanding Facebook Ads benchmarks, CPM analysis, and country-specific ad costs for all industries in the Netherlands highlights how industry ad performance can diverge sharply from global CPC trends or CTR performance narratives — the Netherlands showed consistently lower CPMs but with episodic spikes and deeper troughs compared to the global benchmark.
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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