Facebook Ads CTR Benchmarks for Public Administration

Introduction

Public Administration CTR across all countries spent most of 2025 below the cross‑industry global benchmark, sagging through mid‑year before a sharp Q4 rebound that briefly moved above market. The story is one of pronounced volatility: a steep early drop, a summer trough, then a late‑year lift that closed the gap and ended the year near the top of the range. 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 Administration across all countries compared to the global benchmark.

The story in the data

CTR for Public Administration started 2025 at 1.69% in January and finished at 2.18% in December, a 29% rise from start to finish. The category averaged 1.51% for the year, ranging from a low of 0.94% in July to a high of 2.21% in November—a 1.27‑point spread that signals meaningful swings in engagement.

Month to month, the path was choppy. February fell hard to 1.16% (down 0.52 points from January), March rebounded to 1.82% (+0.66), and April slid again to 1.11% (−0.71). After a brief lift in May (1.63%), CTR drifted down to the July low (0.94%). From there, the category rebuilt momentum: 1.17% in August, 1.40% in September, 1.75% in October, peaking at 2.21% in November before a slight easing to 2.18% in December. Average month‑over‑month movement was 0.40 points—much more volatile than the global pattern.

Against the cross‑industry global benchmark, which averaged 1.84% in 2025, Public Administration underperformed on average by roughly 18%. The global trend rose more smoothly from 1.69% in January to 2.12% in December, with a tighter 0.46‑point range (min 1.66% in February, max 2.12% in December) and modest monthly variability (about 0.07 points on average).

Seasonal and monthly dynamics

The first quarter was mixed: near‑parity in January, a February dip, and a March bounce. The second and third quarters were softer, with April through August marking the weakest stretch and July setting the annual low. Momentum turned decisively in Q4. October through December delivered the strongest sustained run of the year, culminating in November’s high and a year‑end CTR that held in the 2.18% range. This rhythm aligns with broader Facebook Ads benchmarks, where performance often firms in late Q4 as audiences engage more frequently, even as CPM analysis typically reflects heightened competition.

Country vs. Global

Public Administration tracked below the global benchmark in eight of twelve months. The gap was narrowest in January (near parity) and turned positive in March (+5% vs. global), November (+14%), and December (+3%). The widest shortfall arrived in July, when Public Administration CTR was roughly 50% below the global median. Through mid‑year, the category lagged global CTR performance by 26–42% most months (April–September). The global line climbed steadily (+26% Jan→Dec), while Public Administration’s choppier path ultimately matched the year’s upward direction but with much sharper swings.

Overall, Facebook Ads benchmarks show that Public Administration CTR across all countries was a late‑year story: weaker engagement from spring into summer, followed by a strong Q4 that closed the distance with the market and briefly outpaced it. While this view centers on CTR performance, many teams read it alongside CPC trends and CPM analysis to complete the picture of industry ad performance and country‑specific ad costs at a global level. Understanding Facebook Ads click‑through‑rate benchmarks for Public Administration across all countries helps advertisers evaluate engagement trends and compare performance to global patterns.