Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Public Administration CPMs across all countries ran well below the global Facebook Ads benchmarks for most of the year, but with noticeably sharper swings. The category averaged 7.07 CPM versus a 20.36 global average, yet closed the year with a pronounced Q4 surge that narrowed the gap. The rhythm was choppy: a New Year lift, a mid-year trough, a two-step Q4 rally with an October spike, a brief November pullback, and a December peak.
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 across all countries compared to the global benchmark.
Seasonality was pronounced. Q1 was elevated by January’s spike (Q1 average 7.85), then CPMs softened through Q2 (5.75) and reached their trough in Q3 (4.84). Q4 was the standout: a strong October lift, a short-lived November reset, and a decisive December peak brought the quarter to a 10.37 average—more than double Q3. This pattern aligns with broader marketplace pressure typical in Q4, though Public Administration’s path was notably more jagged than the smoother global build.
Compared to the global benchmark, Public Administration CPMs stayed consistently below market levels:
In sum, CPM analysis for Facebook Ads in Public Administration across all countries shows a low-cost, high-volatility profile: subdued through mid-year, then punctuated by a dramatic, uneven Q4. Understanding CPM benchmarks for the Public Administration industry across all countries helps performance marketers and creative strategists evaluate country-specific ad costs, track CTR-adjacent pricing pressure, and compare industry ad performance against global Facebook Ads benchmarks.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Public Administration industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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