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 CPMs across all countries told a volatile story this year: generally below the global Facebook Ads benchmarks, but punctuated by sharp surges in spring and an outsized spike in September. While the global market moved in relatively smooth, incremental steps, Public Safety CPMs swung widely—from single digits in early Q1 to the mid‑30s by late Q3—before settling into a higher band in November. 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.
Starting at $9.21 CPM in December 2024, Public Safety dipped into Q1, bottoming at $8.15 in March—the lowest point of the year. From there, the market flipped upward: April jumped to $24.98 and May edged higher to $26.85 before easing to $19.34 in June. After a mid‑year reset in July ($13.04) and a steadier August ($17.23), CPMs spiked to the annual high of $32.69 in September. October pulled back to $14.00, then November lifted to $23.64.
Across the period (Dec 2024–Nov 2025), Public Safety CPMs averaged $17.51, with a high of $32.69 (September) and a low of $8.15 (March), a range of roughly $24.54. Month‑to‑month volatility averaged about 8.1 points—large relative to the category’s average level—producing a choppy cadence rather than a smooth climb. The arc from the December 2024 start to November 2025 close represented a +157% lift, driven by the spring run‑up and the September spike.
Seasonality showed a classic early‑year trough: Q1 averaged just $9.72, markedly softer than later quarters. Q2 was the first strong run, averaging $23.72 (April–June), with April–May posting back‑to‑back highs before easing into June. Q3 carried mixed signals—July reset to $13.04 and August stabilized at $17.23—but September broke the pattern with the year’s peak at $32.69. In Q4, October cooled sharply while November rebounded to $23.64, a level consistent with rising competition heading into year‑end, even if the category’s peak came earlier in September rather than in late Q4.
Compared to the global benchmark (all industries, all countries), Public Safety CPMs averaged about 12% lower ($17.51 vs. $19.92). The gap was widest in Q1: March sat 57% below the global CPM ($8.15 vs. $19.14). The category moved above market during its hot streaks—April (+35%), May (+37%), and especially September (+67%)—and briefly approached parity in June (−1%). In most other months, Public Safety trailed: December 2024 (−55%), January (−52%), July (−32%), October (−35%), and November (−7%).
The shape of the trend also diverged. Globally, CPMs rose steadily by roughly +25% from December 2024 to November 2025, with modest average monthly movements (~1.2 points). Public Safety was far more volatile (average monthly change ~8.1 points), delivering dramatic surges and resets rather than a gradual climb. The narrowest gap to global came in June (near‑par), while the widest positive spread was September, when Public Safety ran nearly two‑thirds above the global CPM.
In summary, CPM analysis for Public Safety across all countries shows a below‑market average with pronounced surges in April–May and a standout September peak, contrasting with smoother global CPM trends. Understanding Facebook Ads benchmarks for cost per thousand impressions in the Public Safety industry across all countries helps quantify country‑specific ad costs and compare industry ad performance to global patterns.
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.
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