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 Safety ad costs moved through the year in dramatic, stop‑start fashion. Median CPMs were unusually low through Q1, surged sharply in the spring, cooled in midsummer, and spiked again in early fall before stabilizing into November. Compared to the global all‑industry benchmark, Public Safety CPMs were generally cheaper but far more volatile, with brief periods of running well above market in April–May and September. 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 Safety across all countries compared to the global benchmark.
The rhythm is clear: a deep Q1 trough, a spring inflection, a softer summer, and a brief early‑fall spike. Q1 2025 averaged just $9.71, reflecting muted demand and lighter competition. Q2 jumped to an average $23.72 as campaigns scaled, outpacing typical market seasonality. Q3 cooled to $19.30—still elevated vs Q1 but below the spring surge—before September’s one‑month peak reset the year’s high. In line with broader Facebook Ads benchmarks, global CPMs tended to lift into Q4, though Public Safety’s path to November was more jagged than the market’s steady climb.
Across all countries, Public Safety CPMs averaged 16% below the global all‑industry benchmark ($16.81 vs $20.10). Through most months, the category ran below market by double digits: −35% in November 2024, −55% in December, −52% in January, and −57% at the March low. The gap narrowed to near parity in June (−0.4%). Three months ran above market—April (+35%), May (+37%), and September (+43%)—marking the sharpest divergences on the upside. Over the full window, the global trend rose modestly (+3% from November to November) and stayed stable, while Public Safety climbed +41% with far higher amplitude. At its narrowest, the category was effectively at market; at its widest, it trailed by 57% or led by 43%, underscoring more pronounced swings than the global CPM analysis suggests.
In summary, Facebook Ads benchmarks show Public Safety CPMs across all countries were generally lower than the market average but dramatically more variable, with a Q1 trough, a powerful spring surge, and a single‑month September spike. Understanding CPM benchmarks for the Public Safety industry across all countries helps advertisers contextualize country‑specific ad costs, compare industry ad performance to global patterns, and interpret year‑over‑year CPM trends alongside broader CTR performance and CPC trends.
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 Safety 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.
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