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Facebook Ads CPM Benchmarks for Transportation and Logistics in Netherlands

Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type

CPM (Cost Per Mille) for Transportation and Logistics in Netherlands

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Transportation and Logistics in the Netherlands shows cost-per-thousand-impressions (CPM) well below the global baseline—about 70% lower on average in May–July 2025.
  • Volatility is elevated locally: month-to-month moves ranged from −34.5% to +41.3%, versus a steady global pattern (≤3% change MoM in the same period).
  • Mid‑year dip in June (local low) followed by a rebound in July; overall CPM is down 7.5% from May to July.
  • The global baseline exhibits clear Q4 seasonality, peaking in November, and then easing in Q1.

This analysis looks at cost-per-thousand-impressions trends for industry Transportation and Logistics and target country Netherlands compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Overview of the selected data (Transportation and Logistics, Netherlands)

  • Period covered: May–July 2025
  • Average CPM: 5.78
  • High/low: 6.72 (May) / 4.40 (June)
  • Month-to-month changes:
  • May → June: −34.5% (notable dip)
  • June → July: +41.3% (sharp rebound)
  • First-to-last change (May → July): −7.5%
  • Volatility: wide range of 2.32 points between high and low across three months

Comparison to the global baseline

  • Same-period baseline average (May–July 2025): 19.37
  • High/low: 19.74 (May) / 19.14 (July)
  • Month-to-month changes: −2.65% (May→June), −0.39% (June→July)
  • First-to-last change: −3.0%
  • Relative positioning:
  • Average CPM is ~70% below market (5.78 vs. 19.37).
  • By month:
  • May: 6.72 vs. 19.74 (−65.9% vs. baseline)
  • June: 4.40 vs. 19.22 (−77.1%)
  • July: 6.22 vs. 19.14 (−67.5%)
  • Volatility comparison:
  • Netherlands shows pronounced swings (−34.5% to +41.3% MoM).
  • Global baseline remains stable (≤2.7% absolute MoM change).

Broader baseline context and seasonality

  • Global 12‑month baseline average (Oct 2024–Sep 2025): 19.80
  • High/low over the year: 24.67 in November 2024 (peak) and 17.97 in January 2025 (trough)
  • Seasonal pattern: costs typically increase in Q4 around holiday periods, then soften in Q1; summer months sit near the 19–20 range, consistent with May–July 2025 levels.

What marketers should note in the Netherlands data

  • CPM levels are consistently below average compared to the global benchmark during May–July 2025.
  • The series is more volatile than the global trend, with a sharp June dip and July recovery.
  • Despite the rebound, CPM in July remains ~7.5% below May, keeping the period’s average firmly below market.

Understanding cost-per-thousand-impressions benchmarks on Facebook Ads in industry Transportation and Logistics and Netherlands helps advertisers make more efficient budget and creative choices.

Understanding the Data

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 Transportation and Logistics industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Netherlands Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 26King's Day
May 5Liberation Day
May 29Ascension Day
Jun 8Pentecost Sunday
Jun 9Pentecost Monday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)

Potential Advertising Impact

CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.

What affects CPM rates on Facebook Ads?

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.

Why does my CPM vary so much between campaigns?

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.

What's a competitive CPM for 2025?

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.

Does audience size or targeting affect CPM more?

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.

Should I worry more about CPM or CPC?

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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