Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The headline: the Netherlands started the 13‑month window with very low CPMs and finished with a sharp spike that pushed it above the global benchmark. 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.
Netherlands CPMs (median cost per thousand impressions) began at 7.2 in July 2025 and closed at 29.5 in July 2026 — roughly a fourfold lift across the period. The Netherlands’ mean CPM was about 14.2, with a low of 7.2 (Jul 2025) and a high of 29.5 (Jul 2026). The global baseline averaged roughly 20.6 over the same months, ranging from about 16.5 to 24.3. Put simply: for most of the year the Netherlands sat well below the Facebook Ads benchmarks and CPM analysis of the global market, then reversed sharply in the final month.
Key moves: an early ramp from 7.2 → 16.7 by November 2025, a drop into the low teens/ single digits over December 2025 and May 2026, then a pronounced surge entering mid‑2026, climaxing at 29.5 in July 2026. Month‑to‑month movement averaged about 4.1 CPM points absolute in the Netherlands, signaling broad swings rather than a flat trendline.
Rhythm across the year shows typical Q4 tension with a November high (16.7) followed by a December softening (10.4). A spring uptick pushed medians into the mid‑teens around March–April 2026 (16.4 → 16.0), but May dipped back to 9.4 before volatility accelerated through June and July. The final month’s surge is the standout seasonal anomaly: July 2026’s CPM is materially above prior peaks and alters the year’s narrative from “consistently low” to “late, sharp escalation.”
On average the Netherlands trailed the global CPM benchmark by about 31% (14.2 vs 20.6). Throughout most months the gap ranged from roughly 26% below (narrowest in March/June 2026) to over 60% below (wide gaps in July 2025 and May 2026). That pattern flipped in July 2026 when the Netherlands exceeded the baseline by roughly 79% — the largest relative swing in the window. Volatility comparison also matters: absolute monthly movement in the Netherlands (~4.1 CPM points) was roughly double the global monthly swing (~1.9), so Netherlands CPMs were more volatile than the aggregated benchmark.
This data‑driven view of CPM — a core metric in Facebook Ads benchmarks and CPM analysis — highlights how country‑specific ad costs and industry ad performance in the Netherlands can diverge sharply from global trends. Understanding cost per thousand impressions (CPM) benchmarks for All industries in the Netherlands frames these cross‑market contrasts for advertisers monitoring CPC trends, CPM analysis, and CTR performance in country-specific ad costs and industry ad performance.
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.
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Cost per thousand impressions across different markets
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Cost per lead across different markets
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