Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all industries in Great Britain, Facebook Ads CPMs ran consistently below the global benchmark, with a pronounced mid‑year trough and a measured rebuild into early Q4. The year opened with elevated costs in November 2024 before softening through January, rebounding sharply in February, and then drifting lower into a July low. By October 2025, CPMs were higher than the summer floor but still well under the global norm. Volatility was modest but noticeable, with a few standout swings: a February rebound, a sharp July dip, and a steady Q3-to-Q4 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 all industries in Great Britain compared to the global benchmark.
A familiar seasonal rhythm is visible. After November’s elevated CPM, costs eased into December and bottomed in January—typical of a post‑holiday cooldown. February delivered a sharp rebound, and Q2 held relatively steady in the mid‑to‑high $16–$17 range. Q3 softened materially, with July and August forming the year’s low point. Early Q4 showed a return to mid‑teens CPMs, a lift from summer but still well below the prior Q4 peak. Globally, CPMs often rise into late Q4; the Great Britain curve showed only a partial rebuild by October.
Relative to the global Facebook Ads benchmarks, Great Britain’s CPMs were cheaper and slightly more volatile:
In summary, CPM analysis for Facebook Ads shows that all‑industry ad costs in Great Britain averaged $15.58, consistently below the $19.97 global benchmark, with a mid‑year trough and a measured Q4 rebuild. Understanding Facebook Ads CPM benchmarks for all industries in Great Britain helps quantify country‑specific ad costs and situate industry ad performance within broader global trends.
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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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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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.
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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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