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 the Netherlands, cost per thousand impressions (CPM) ran structurally below the global benchmark but moved with noticeably sharper swings. Dutch CPMs averaged about $11.3 over the past 13 months versus roughly $20.0 worldwide—about 44% lower—yet the Netherlands saw bigger peaks and troughs. The year opened soft, troughed in midsummer, surged into November, and then cooled sharply in December. November stood out as the high-water mark, while July recorded the lowest CPMs of the year.
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.
Starting at $12.92 in December 2024, CPMs in the Netherlands slipped to $10.09 in January 2025, then oscillated through spring: $10.25 in February, $11.53 in March, $10.12 in April, and $11.56 in May. A deeper pullback arrived in June ($8.96) and July ($6.99), the period’s low. From there, pricing rebounded: $11.63 in August, $12.21 in September, $13.31 in October, peaking at $16.07 in November before dropping to $10.78 in December 2025. That December-to-December move marks a 17% decline year over year.
Over the period, the Dutch market’s median monthly CPM averaged $11.26, ranging from $6.99 (July) to $16.07 (November)—a spread of just over $9. The largest single-month gain came in August (+$4.63 from July, +66%), and the sharpest drop followed the November peak, with December falling $5.29 (−33%). Month-to-month volatility averaged 2.17 points, notably higher than the global average of 1.28 points, underscoring a more elastic CPM environment in the Netherlands.
The rhythm of the year shows relatively contained CPMs from Q1 through Q3 (quarterly averages clustered around $10.2–$10.6), a midsummer trough in July, and a pronounced lift in Q4. November was the clear apex, consistent with fourth-quarter competitive pressure. December typically remains elevated globally, but the Netherlands saw a sharper retracement from November’s peak, closing the year nearer to early-2025 levels.
Against Facebook Ads benchmarks globally, the Netherlands remained below market throughout. Dutch CPMs averaged $11.3 versus $20.0 worldwide (−44%). The gap varied by month: at its widest in July, the Netherlands was 64% below the global CPM ($6.99 vs. $19.20). At its narrowest in November, the gap tightened to 36% below ($16.07 vs. $25.02). Trend-wise, both markets climbed into Q4, but the global curve rose more steadily (+12% year over year in December), while the Netherlands was choppier and finished the year lower (−17% YoY).
In short: country-specific ad costs in the Netherlands were consistently below the global benchmark, but with steeper intra-year swings and a more dramatic Q4 rise-and-reversal.
This CPM analysis of Facebook Ads benchmarks for all industries in the Netherlands highlights a market that is more volatile than global norms, persistently priced below worldwide averages, and shaped by a pronounced Q4 surge that peaked in November before resetting in December. Understanding CPM trends for all industries in the Netherlands helps marketers benchmark country-specific ad performance against global 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 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.
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–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
See how much it costs to get users to install an app