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November 2024 - November 2025
Detailed observation of presented data
Public Safety CTR performance across all countries told a two-act story: a strong finish to 2024, a sharp fall into a spring trough, and a summer rebound that eased into a steadier Q4. Despite the swings, its 13-month median CTR averaged 1.82%—almost identical to the global Facebook Ads benchmark over the same period. The difference lay in rhythm, not level: Public Safety was markedly more volatile, with standout highs and lows that diverged from the global pattern.
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 CTR started at 2.26% in November 2024 and ended at 1.98% in November 2025—a 13% year-over-year decline. The peak came early (2.26% in November 2024), while the low arrived in April 2025 at 1.21%, marking a 46% drop from the November high. The full range spanned 1.05 percentage points, or roughly 58% of the average, underscoring a choppy year.
Monthly movement was pronounced. After a modest glide from November to February (2.26% → 1.95%), March plunged to 1.29%—a 0.66-point drop in a single month—before bottoming in April (1.21%) and stabilizing in May (1.23%). A rebound took hold in June (1.55%) and accelerated into July (2.09%) and August (2.05%), before easing in September (1.78%) and settling near 2.0% in October and November. On average, month-to-month volatility measured 0.21 percentage points, more than four times the global baseline’s 0.05.
Overall, Public Safety recorded six months above the market and seven below, yet landed on the same 13‑month average as the global benchmark (both ~1.82%).
Seasonally, the line arced downward through late Q1 and early Q2, with March–May marking the softest stretch (1.29% → 1.21% → 1.23%). The recovery unfolded across Q3: July and August were the strongest months post-trough (2.09% and 2.05%), before CTR cooled into September. Q4 2025 held steady just under 2.0%, indicating stabilization at slightly below-market levels as year-end competition typically rises.
Relative to the global Facebook Ads benchmarks, Public Safety opened well above market, then ceded ground in spring before a summertime catch-up:
The global benchmark climbed steadily from 1.75% in November 2024 to 2.04% in November 2025 (+16%), while Public Safety moved from 2.26% to 1.98% (−13%). The narrowest gap came in October 2025 (−2% vs. global).
Viewed through Facebook Ads benchmarks, CTR performance for the Public Safety industry across all countries averaged 1.82% with pronounced seasonality: a Q1–Q2 slide, a Q3 rebound, and a steadier Q4 that sat just below the global trend. Understanding click-through-rate benchmarks for Public Safety across all countries helps marketers contextualize industry ad performance against broader global patterns.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. 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. 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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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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