Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all industries in Great Britain, Facebook Ads CPMs ran consistently below the global benchmark, with a pronounced summer dip and a sharp November rebound. The market’s rhythm featured a mid-year soft patch followed by late-year acceleration, while staying materially cheaper than the worldwide median throughout. Volatility was modest yet a touch higher than global patterns, producing a choppier ride even as costs stayed lower overall.
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 all industries in Great Britain compared to the global benchmark.
For Great Britain, median CPMs averaged 15.0 across the period (Dec 2024–Nov 2025). The series opened at 15.13 in December 2024 and closed at 17.11 in November 2025, a 13% lift end to end. The high point was November (17.11), and the low arrived in July (12.91), creating a 4.20-point spread—about 28% of the average level.
Month to month, the story moved in clear beats:
Volatility averaged 1.43 points per month, or roughly 9–10% of the market’s average CPM—noticeable but not extreme for country-specific ad costs.
Seasonality shows a familiar arc: early-year recovery, firming through spring, softer summer, and a Q4 climb. Great Britain’s Q1 averaged 15.31, Q2 edged higher to 16.09, Q3 marked the clear trough at 13.24, and Q4-to-date (Oct–Nov plus the prior December) averaged about 15.22. The summer lull is the defining feature of the year, with CPMs stabilizing in August before rebuilding through autumn and peaking in November—suggesting holiday competition concentrated late in the quarter rather than early.
While CPM analysis often spotlights Q4 uplift globally, Great Britain’s pattern weighted most of that lift into November rather than October, following a particularly soft July–August.
Against the global benchmark, Great Britain’s CPMs averaged 15.0 versus 19.9 globally—about 25% lower across the period. The monthly gap ranged from 7% below market (February) to 38% below (October), and remained below global levels in every month observed. Notably:
In sum, Facebook Ads benchmarks for CPM in all industries in Great Britain show a low-cost profile versus the global average, a pronounced Q3 softness, and a late-year rebound centered in November. This CPM analysis offers a clear view of country-specific ad costs and how Great Britain’s industry ad performance compares to global CPM trends and broader Facebook Ads benchmarks. Understanding Facebook Ads CPM benchmarks for all industries in Great Britain helps advertisers evaluate cost patterns against worldwide norms.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app