Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Public Safety’s cost-per-thousand-impressions (CPM) footprint ran below the overall market but with sharper swings and a few dramatic months. 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 in All countries available compared to the global benchmark.
Across July 2025–May 2026, Public Safety’s median CPM averaged about $12.86, versus a global median of roughly $20.83 — about 38% lower on average. The series opened at a peak of $28.73 in July 2025 and finished at $20.77 in May 2026, a net decline of ~28% from start to finish. The low point occurred in January 2026 at $5.94, giving a full-range swing of roughly $22.79 between the year’s high and low.
Notable month-to-month moves include the July→August collapse (down ~76%), a deep January trough, and strong rebounds in February (+88% from January) and May (+41% from April). Over the 10 month-to-month transitions, average absolute movement was about $5.0 — illustrating a bumpy, stop-start cadence in Public Safety CPMs.
The rhythm shows a late-summer spike followed by a sharp pullback into late summer/early fall, a modest build into Q4, and a pronounced winter trough in January. After January’s low, momentum picked up through spring with stepwise gains in February, March and a stronger lift in April–May. The baseline (global) pattern was steadier: smaller month-to-month moves and a gradual rise into Q1–Q2 2026, reflecting more muted seasonal drag and a smoother climb into the spring selling period.
On a like-for-like timeline, Public Safety CPMs were consistently below the global benchmark but far more volatile. The global median rose by about 21% between July and May, while Public Safety fell about 28% over the same window. Average monthly absolute volatility for Public Safety (~$5.0) was roughly three times the global average (~$1.7), signaling larger swings in industry ad costs. At its narrowest, the gap to global CPMs tightened in May 2026 (Public Safety ~ $20.8 vs global ~ $22.8); at its widest, Public Safety trailed by roughly $23 in the immediate aftermath of the July spike.
Understanding CPM analysis and Facebook Ads benchmarks for the Public Safety industry across All countries available provides a clear view of industry ad performance and country-specific ad costs relative to global patterns.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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