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October 2025 - September 2026
Benchmark observations based on the selected data
Public Safety click-through-rate (CTR) performance ran below the global benchmark for most of the 11-month window but ended the period with a pronounced lift. “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 in All countries available compared to the global benchmark.”
Across July 2025–May 2026 the Public Safety median CTR averaged roughly 1.65%, starting at 1.47% in July and finishing at a peak of 2.35% in May — an absolute gain of about 0.88 points, or ~60% from start to finish. The series ranged from a low of 1.25% in March 2026 to the high in May 2026. By contrast, the global baseline over the same months averaged about 2.02% CTR, with a tighter range (roughly 1.87% to 2.17%). Monthly moves were pronounced in the Public Safety set: two large spikes in August 2025 (+0.86 absolute from July) and May 2026 (+1.00 absolute from April) bracketed a soft spring trough that bottomed in March.
Volatility in Public Safety was meaningfully higher: average absolute month‑to‑month movement ran about 0.31 percentage points, compared with roughly 0.06 for the global benchmark — roughly five times more variable. That volatility produced sudden swings in narrative: a clear mid‑summer lift, a steady decline into late winter, muted recovery in April, and a sharp rebound into May.
Seasonal rhythm shows a softer Q1 for Public Safety, with engagement sliding through January–March and reaching its nadir in March 2026 (1.25%). April showed modest reacceleration, and May delivered an outsized rebound. October–December held relatively steady in the 1.58–1.61% band, while August stands out as an early peak at 2.33%. The global benchmark followed a steadier seasonal path — mild growth into year‑end and stable spring levels — whereas Public Safety’s calendar was choppier, with two distinct spikes that punctuated an otherwise subdued winter.
Relative to the global benchmark, Public Safety trailed on average by about 0.36 points, or ~18% below baseline CTRs across the period. Monthly gaps were uneven: Public Safety outperformed the benchmark in August (+24% vs. baseline) and May (+13%), but lagged heavily through late winter and early spring, with the widest shortfall in March (~40% below the global median) and similar gaps in February–April (~38%). In short, Public Safety delivered more volatile, stop‑start CTR performance versus the steadier global trend.
Understanding Facebook Ads click-through-rate benchmarks for Public Safety across All countries available surfaces a variance-driven picture — lower average CTRs, pronounced volatility, and two standout spikes in August 2025 and May 2026 when compared to the global CTR performance.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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