Facebook Ads CPM Benchmarks for Public Administration

Introduction

Public Administration CPMs across all countries ran well below the global market for most of the year, holding in a tight $3–$6 band before a sharp October surge. The category’s costs looked calm through spring and choppy in late summer, then spiked to their annual high in October, narrowing but not erasing the gap with 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 Public Administration in all countries compared to the global benchmark.

The story in the data

From November 2024 to October 2025, Public Administration CPMs averaged $5.80, versus a $19.97 global average across all industries. The category started at $5.27 in November 2024, dipped to its low at $3.29 in January, and ended at $16.20 in October 2025. Outside of October, costs stayed modest: 10 of 12 months printed below $6.

Key monthly movements:

• A December lift to $6.18 was followed by a January drop to $3.29 (−47% month over month).
• Q2 tightened upward: $5.29 in April, $5.73 in May, and $6.01 in June.
• Q3 was uneven—$4.42 in July, $6.23 in August, then a dip to $3.52 in September.
• October jumped to $16.20, a +360% surge from September and the year’s clear outlier.

Volatility averaged a 2.34-point swing month to month, inflated by October’s outsized move. Excluding October, average monthly movement was 1.31 points—very close to the global benchmark’s 1.27—indicating generally steady pricing with one dramatic breakout.

For context, the global CPM benchmark ranged from $17.87 (January) to $24.53 (November 2024), averaging nearly $20, with a measured rise into October ($21.44).

Seasonal and monthly dynamics

Seasonality tracked familiar rhythms. Public Administration CPMs softened through Q1 (avg. $3.58), firmed in Q2 (avg. $5.68), and seesawed in Q3 (avg. $4.72). Early Q4 broke pattern: rather than a gradual build, the category snapped higher in October to $16.20. The global benchmark showed a more conventional arc—high in late Q4, a Q1 trough, and steady mid-year firmness—without October’s abrupt spike.

Country vs. Global

Across all countries, Public Administration CPMs sat well below market for most of the period—on average 71% under the global benchmark. Monthly gaps typically ranged 70–82% below global levels:

• Widest gaps: January and September, where Public Administration CPMs were about 82% below global.
• Narrowest gap: October, when the spike brought CPMs to $16.20 versus the market’s $21.44, only 25% below.

The global trend was steady to slightly rising, while Public Administration was comparatively flat through September and then sharply higher in October. Range reinforces this: the category moved from $3.29 to $16.20 (a 12.9-point spread) versus the global market’s tighter 6.7-point range over the same window.

Closing

This CPM analysis of Facebook Ads benchmarks shows that Public Administration across all countries typically clears at materially lower costs than the broader market, with a single October surge defining the year’s peak. Understanding CPM trends and country-specific ad costs within Public Administration—alongside related CPC trends and CTR performance—helps frame industry ad performance against global patterns for the period.