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February 2025 - February 2026
Detailed observation of presented data
Public Safety ads spent 2025 riding a sharper CTR rollercoaster than the wider market: a soft spring, a strong summer rebound, and a pronounced November peak before a December cool-down. Across all countries, Facebook Ads CTR for the Public Safety industry averaged 1.82% for the year—just below the 1.84% global benchmark—yet the path getting there was far choppier than the steady global climb. Standout months bookended the year: early strength in January and February, a deep trough by April, and the year’s high in November.
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 opened at 2.07% in January and closed at 1.68% in December, a decline of 19% over the year. The annual average landed at 1.82%, with a low of 1.21% in April and a high of 2.64% in November—an intrayear swing of 1.43 points. From the April low, CTR more than doubled by November (+117%), underscoring the category’s momentum potential late in the year.
Month-to-month movements were pronounced. Notable shifts included:
Volatility averaged 0.32 points per month for Public Safety CTR—about five times the global benchmark’s 0.07-point monthly variability—signaling materially larger swings than the broader market.
Quarterly pacing shows a clear rhythm:
The global benchmark rose more gradually through the year—building from 1.69% in Q1 to 2.02% in Q4—while Public Safety cycled through deeper valleys and higher crests, particularly in late Q3 and November.
Relative to the global Facebook Ads benchmarks, Public Safety’s CTR performance oscillated around parity. On average, it was about 1% below the global level (1.82% vs. 1.84%), but it outperformed in 7 of 12 months. The industry ran notably above market in November (+36%) and early in the year (January +22%, February +18%). The widest underperformance surfaced in May (−30%) and April (−29%).
Trajectory differences were stark. The global trend climbed steadily from January to December (+24%), while Public Safety ended the year below where it started (−19%). The gap narrowed to roughly +3% in September and widened to a −30% underperformance in May and a +36% lead in November—illustrating a more volatile, campaign-sensitive profile across all countries.
Understanding Facebook Ads click-through rate benchmarks for the Public Safety industry across all countries highlights a year marked by a Q2 dip, a robust summer rebound, and a November high point—ultimately tracking just under the global CTR average but with far greater month-to-month volatility. These CTR performance patterns offer a clear, data-grounded view of industry ad performance against global Facebook Ads benchmarks.
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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