Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
The headline in the data: country-specific ad costs in Great Britain ran materially below the global Facebook Ads benchmarks, with a pronounced summer trough and a sharp Q4 lift. Across the past 13 months, Great Britain’s median CPM stayed consistently beneath the global all-industry median, narrowing the gap briefly in February before widening again through late summer and then surging into 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 all industries in Great Britain compared to the global benchmark.
Great Britain’s median CPM started at 16.57 in November 2024, eased to 15.13 in December, and slid to 13.67 in January 2025. February delivered a decisive rebound to 16.83 (+23% month over month), followed by a steadier spring band between 15.43 and 16.47 from March through June. The mid-year trough arrived in July at 12.93—the lowest point in the period—before a cautious climb through August (13.00), September (13.77), and October (13.83). November 2025 spiked to 17.21, the high for the window and a 24% jump from October.
Over the full period, Great Britain’s median CPM averaged 15.13, spanning a range of 4.28 points from the July low to the November 2025 peak. Average month-to-month volatility was 1.36 points. Year over year, November rose from 16.57 in 2024 to 17.21 in 2025 (+3.9%).
Seasonality shows clearly. Q4 lifted CPMs both years, with a November high followed by a December step-down—a familiar pattern as competition peaks ahead of the holidays and cools afterward. Early Q1 softened, bottoming in January before a February snapback.
The middle of the year was the softest stretch. Q3 in Great Britain averaged 13.23, well below the H1 2025 average of 15.70, and marked the widest gap to global levels. September to October was notably stable (+0.06), suggesting prices consolidated at lower levels before the Q4 lift arrived. November’s sharp rise capped the year’s rhythm with a clear CPM analysis signal of renewed demand intensity.
Relative to the global benchmark, Great Britain’s CPMs were structurally lower throughout. The local all-industry median averaged 15.13 versus a 20.10 global average—about 25% below market. The gap was narrowest in February (Great Britain trailed by just 7%) and widest in August and October (35% below). In mid-year, the divergence was most apparent: July through September in Great Britain averaged 13.23 against 19.49 globally.
Momentum compared similarly but at different magnitudes. Globally, November 2025 reached 24.72 (up 2.8% year over year), while Great Britain rose to 17.21 (+3.9% YoY). The Q4 ramp was steeper locally: October to November climbed 24% in Great Britain versus 16% globally. Volatility in absolute terms was comparable (1.36 Great Britain vs. 1.39 global average monthly change), though relative to each market’s mean, Great Britain’s swings were slightly more pronounced.
In sum, Facebook Ads CPM benchmarks for all industries in Great Britain show consistently lower country-specific ad costs than the global average, a soft Q3 pattern, and a pronounced Q4 lift—culminating in a November peak. Understanding CPM analysis for all industries in Great Britain helps marketers interpret industry ad performance and compare it credibly to global CPM 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
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
See how much it costs to get users to install an app