Facebook Ads CTR Benchmarks for Public Administration

Introduction

Public Administration CTR performance across all countries moved very differently from the global Facebook Ads benchmarks over the last 13 months. While the global median click-through rate generally climbed through the year, Public Administration swung from brief surges to sharp pullbacks, culminating in a November spike and a December trough. The result is a sector that ran materially below the market on average, with far higher month-to-month volatility and a distinctly choppier rhythm.

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.

Section 1: The story in the data

Public Administration CTR started 2025 at 1.69% and ended January 2026 at 0.99%, a 41% decline over the period. The monthly median averaged 1.35%, peaking at 2.21% in November and bottoming at 0.56% in December. The sector’s average monthly swing was 0.54 percentage points, signaling markedly higher volatility than the global benchmark.

Key movements tell the story. After a solid March (1.82%), CTR slid into Q2, reaching 1.04% in June and 0.94% in July. A modest recovery followed through September (1.40%) and October (1.75%), before an outsized jump in November (2.21%) was immediately followed by a steep drop in December (0.56%). January 2026 recovered slightly to 0.99% but remained below the year’s starting point.

By contrast, the global CTR averaged 1.86%, ranging from 1.65% in February to 2.10% in December. Global volatility was muted at 0.06 points on average per month, underscoring how uneven the Public Administration trajectory was.

Section 2: Seasonal and monthly dynamics

The pattern for Public Administration across all countries shows mid-year softness, a fall low point in July, and a pronounced Q4 whipsaw: a strong November lift followed by an unusually deep December dip. Elsewhere, performance showed short, punctuated bursts rather than long, sustained climbs—March and October were notable interludes of strength, but both were quickly offset. In a typical year, Q4 competition can reshape engagement. Here, the global trend rose through Q4, while the sector’s December drop diverged sharply from that broader pattern.

Section 3: Country vs. Global

Relative to global Facebook Ads benchmarks, Public Administration underperformed in 10 of 13 months. The average gap was significant: 1.35% for the sector versus 1.86% globally, about 27% lower. There were brief periods “above market”—January was roughly in line, March ran about 5% higher than global, and November outpaced by 14%. The gaps widened most in late year: December trailed global CTRs by roughly 74%, and January 2026 ended 52% below.

Trend lines also diverged: the global series rose about 23% from January 2025 to January 2026, while Public Administration fell 41% over the same span. Volatility was the other defining difference—Public Administration’s average monthly movement was nearly nine times the global baseline (0.54 vs. 0.06 points), producing sharper swings and more abrupt reversals.

Closing

Taken together, these Facebook Ads benchmarks show a Public Administration CTR profile that is below average and highly volatile across all countries, punctuated by a November high and a December low. Understanding CTR performance benchmarks for Public Administration across all countries helps marketers gauge sector dynamics against global patterns and set expectations for country-agnostic ad performance trends.