Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
In the Netherlands, CPMs across all industries ran consistently below the global market for most of the year, then surged late in the period. The local curve shows a mid-year trough followed by a sharp Q4 lift, with wider month-to-month swings than the global benchmark. Notable standouts include a deep low in July and a pronounced spike in November, which narrowed the usual gap with worldwide CPMs.
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 all industries in the Netherlands compared to the global benchmark.
CPM in the Netherlands started at 13.08 in November 2024 and ended at 20.56 in November 2025, a 57% rise across the period. The local average was 11.70, ranging from a low of 6.69 in July to a high of 20.56 in November. Monthly movement was choppy: after hovering around 13 in late 2024, CPMs softened into early 2025 (10.09 in January), dipped further into mid-year (8.86 in June, then the year’s low of 6.69 in July), and rebounded sharply from August onward (11.67 in August, 12.79 in October). The single largest month-over-month jump came in November 2025, up 60% from October.
Volatility in the Netherlands averaged 2.14 points per month—measured by absolute month-to-month change—outpacing the global benchmark’s 1.39. The local range (6.69 to 20.56, a 13.87-point spread) was roughly double the global spread.
Globally, CPMs averaged 20.10 over the same months, with a low of 17.80 in January 2025 and a high of 24.72 in November 2025. The worldwide curve was steadier: softer in early Q1, gradual gains through the year, and a familiar Q4 lift.
Seasonality is visible on both curves, but more exaggerated in the Netherlands. A softening from December into January gave way to a step-down through the first half, culminating in a mid-summer trough in July. A pronounced rebound began in August and built into October, before a steep Q4 climb culminated in November’s peak. This pattern mirrors typical CPM analysis: costs generally ease after the holiday peak, bottom in mid-year, and accelerate into the end-of-year demand surge—though the Netherlands showed larger amplitude than the global rhythm.
Across the period, Netherlands CPMs averaged about 42% below the global benchmark (11.70 vs. 20.10). The gap typically ranged from 36% to 65% below, widest in July (65% under the global level) and narrowest in November 2025 (17% under). While the global trend rose modestly overall (+3% from November to November), the Netherlands posted a far stronger late-year climb (+57%), compressing the differential at the end of the window. In short, the Netherlands ran below market for most months, with more pronounced swings and a sharper Q4 spike.
This Facebook Ads benchmarks readout highlights CPM performance for all industries in the Netherlands: lower-than-global costs on average, deeper mid-year softness, and a decisive Q4 surge. Understanding CPM analysis and country-specific ad costs helps situate industry ad performance in the Netherlands against the broader global trend.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. 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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Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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