Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all industries in Israel, Facebook Ads CPMs ran well below the global benchmark for most of the year, yet the market moved with noticeably sharper month‑to‑month swings. The pattern shows a firm Q1, a pronounced Q2 trough, and a clear Q4 lift that crested in November before easing into December. The standout low came in June, while November set the annual high—an arc that broadly mirrors global seasonality but at a materially lower cost base and with more volatility.
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 Israel compared to the global benchmark.
Israel’s CPM started at 6.49 in December 2024 and ended at 8.72 in December 2025, a 34% rise year over year. The annual average was 7.73, with a high of 10.74 in November and a low of 4.85 in June—a spread of roughly 5.9 points. Early 2025 was comparatively firm: January climbed to 8.44 and February peaked at 10.17, before a steep March-to-April correction from 9.20 to 5.00 (−46%). The pullback extended into June’s low (4.85), then momentum rebounded sharply in July, adding 3.91 points month over month. Q3 steadied in the mid‑single digits, while Q4 accelerated: 7.91 in October, a high of 10.74 in November, then a softer 8.72 in December.
Volatility in Israel averaged 2.21 points per month (absolute month‑to‑month change), indicating choppier movement than the global benchmark. The most dramatic single swing was the April dip (−4.20), and the strongest rebound followed in July (+3.91), underscoring a market that can shift quickly even when the longer trend is upward.
Seasonality showed up clearly. CPMs were relatively buoyant through Q1, softened materially through Q2, stabilized in Q3, and lifted into Q4—an expected cadence as country‑specific ad costs typically rise with holiday competition. Within that arc, Israel’s H2 average (8.25) outpaced H1 (7.41) by about 11%, driven by the Q4 surge. November was the peak month and the only double‑digit CPM of H2 aside from February’s earlier spike, while June marked the year’s trough.
Compared to the global Facebook Ads benchmarks, Israel’s CPMs were consistently lower. The global average over the same period was 20.04, versus Israel’s 7.73—roughly 60% below market. The gap narrowed the most in February (Israel 10.17 vs. global 17.96, about 43% below) and widened in June (4.85 vs. 19.37, about 75% below). Despite the lower level, Israel was more volatile: average monthly movement of 2.21 points versus 1.28 globally.
Both series reflected similar seasonality—softness in Q2 and an end‑of‑year lift. Globally, CPMs rose from 20.36 in December 2024 to 22.71 in December 2025 (+12%), a steadier climb than Israel’s +34% year‑over‑year increase. H2 was stronger than H1 in both cases: globally by ~14% (21.31 vs. 18.73), and in Israel by ~11% (8.25 vs. 7.41).
In short, CPM analysis for Facebook Ads across all industries in Israel shows consistently lower country‑specific ad costs than the global benchmark, a deeper Q2 trough, and a pronounced Q4 peak. Understanding Facebook Ads CPM benchmarks for all industries in Israel helps advertisers contextualize industry ad performance and compare trends to global CPM and CTR performance patterns.
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 Israel, 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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Passover (April), Sukkot and Fall holidays (Sept–Oct), Hanukkah (December)
CPM and CPC might rise during Passover as consumers prepare homes and plan meals. Fall holiday cluster may see media consumption fluctuate—consumers often offline during holidays, but prior week advertising demand may peak. Yom HaAtzmaut might spark tourism and leisure engagement. Hanukkah could drive e‑commerce CPMs for toys and electronics.
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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