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January 2025 - January 2026
Detailed observation of presented data
Public Safety CTR performance in Facebook Ads stayed broadly in line with the market in 2025, but the path was far choppier. Across all countries, Public Safety posts averaged a 1.82% click-through rate, essentially level with the 1.84% global benchmark. The story is one of early strength, a sharp spring slump, and a second-half rebound that culminated in November’s high before cooling in December. Volatility stood out: month-to-month swings were nearly five times larger than the global pattern, with standout peaks and troughs shaping the year.
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 the Public Safety industry across all countries compared to the global benchmark.
Public Safety CTR opened the year at 2.07% in January and closed at 1.68% in December, an 18.9% slide from start to finish. The annual low arrived in April at 1.21%, following a March dip to 1.29%. The annual high hit in November at 2.64%, marking the sharpest surge of the year.
Key beats in the timeline:
On average, Public Safety CTR shifted by 0.32 percentage points month to month, versus just 0.07 for the global baseline—evidence of materially higher volatility. The range told a similar story: 1.21% to 2.64% for Public Safety (a 1.43-point spread) compared with 1.66% to 2.12% globally (0.46 points).
Quarterly rhythm came through clearly:
Across all countries, this placed Public Safety on a two-act arc: a first-half lull (H1 average 1.55%) followed by a stronger second half (H2 average 2.09%), a 35% lift between halves.
Against the global benchmark, Public Safety’s CTR oscillated between underperformance and decisive outperformance:
While the global trend rose steadily from January to December (+26%), Public Safety closed the year below its January level (−19%). Still, the second-half momentum was stronger than the market’s: H2 averaged 2.09% for Public Safety versus 1.96% globally. Overall, the category tracked near the global average (1.82% vs. 1.84%) but did so with far more dramatic month-to-month movement.
Understanding Facebook Ads click-through-rate benchmarks for the Public Safety industry across all countries helps marketers evaluate CTR performance trends and compare them to global patterns, grounding country-specific ad costs, CPC trends, CPM analysis, and creative expectations in reliable data.
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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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.
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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