Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Public Safety CPMs spent the year oscillating between bargain lows and sharp run-ups, landing slightly below the market on average but with much bigger swings. While the global Facebook Ads benchmark hovered near $20 throughout 2025, Public Safety CPMs started in single digits, spiked in spring and again in early fall, and closed the year elevated. 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.
Public Safety CPMs opened at $8.60 in January and finished at $26.17 in December, a +204% climb over the year. The annual median averaged $18.90 versus the $20.15 global benchmark—about 6% lower overall. The year’s low arrived in March at $8.15, and the high peaked in September at $32.69, a swing of 24.54 points.
Momentum came in bursts. After a soft Q1, April surged +16.82 points from March, followed by another lift into May ($26.85). Midyear cooled as June fell to $19.34 and July slid further to $13.04, before August edged up and September leapt to $32.69. October then reset to $13.79 (−18.90 points from September), with a steady rebuild into November ($23.60) and December ($26.17).
Volatility defined the category. Monthly absolute changes averaged 8.31 points, far choppier than the global benchmark’s 1.21-point average shift. In short: CPM analysis shows Public Safety moved more dramatically month to month, despite landing near-market over the full year.
Q1 was the trough, averaging $9.71 across January–March. Q2 marked the breakout at $23.72, led by a strong April–May. Q3 was mixed—July’s softness ($13.04) contrasted with a firm September peak ($32.69), lifting the quarter to a $20.99 average. Q4 maintained a higher floor at $21.19: a dip in October gave way to a steady climb through December.
The broader market followed a more classic rhythm: the global benchmark hovered between $18–$20 for most of the year, with a gentle rise into Q4 and a November high ($25.22), a familiar pattern during the holiday period. Public Safety mirrored parts of that arc but pulled forward a major spike into September, ahead of the market’s Q4 lift.
Relative to Facebook Ads benchmarks, Public Safety CPMs were below market in early 2025 and intermittently above later in the year. January and March trailed by 49% and 58%, respectively; April and May ran 35% above the benchmark; June nearly matched the market (−2%); September sat 64% above; October fell 36% below; November was just 6% under; and December closed 19% above.
Quarter by quarter, the gaps were clear: Q1 was 47% below the global average, Q2 23% above, Q3 5% above, and Q4 8% below. The global trend rose modestly into year-end, while Public Safety showed a steeper climb (+204% from January to December) and notably more volatility.
Understanding Facebook Ads CPM benchmarks for the Public Safety industry across all countries highlights a year of below-average costs on average but with pronounced swings—spring and early-fall spikes, a Q1 trough, and a firmer Q4. This CPM analysis helps frame country-agnostic, industry ad performance against the steadier global benchmark for 2025.
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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