Check your CPM and CPC against UK benchmarks
CPM (what you pay per thousand ad views) and CPC (what you pay per click) only mean something next to a typical range. This tool takes your own numbers and shows where they sit against UK benchmarks, so you can see whether a campaign is priced fairly before you commit more budget.
Comparing Your CPC and CPM Against UK Benchmarks
Paid advertising comes with two numbers that decide whether it's worth your money: cost per click (CPC, what you pay each time someone clicks your ad) and cost per thousand impressions (CPM, what you pay for every thousand times your ad is shown). This guide walks through comparing the numbers you're actually being charged against typical ranges for your channel, so you can tell whether a campaign is priced fairly before you commit more budget to it. It's for anyone running paid ads on a small, closely watched budget who wants a second opinion before they spend more.
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Enter your campaign numbers
Pull your current CPC or CPM from your ad platform and enter it along with your channel and industry.
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Read the comparison
See how your cost per click or cost per thousand impressions sits against typical ranges for your channel and industry.
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Act on what you find
Decide whether to keep spending on that channel or move budget somewhere it's likely to stretch further.
CPM / CPC Benchmark Comparator
Select an advertising channel and your industry vertical to see indicative UK CPM and CPC benchmark ranges, what drives the variance, and how that channel compares to the alternatives. Use this to sense check quotes you have received from platforms or agencies.
| Channel | CPM range | CPC range |
|---|
These are indicative ranges for typical UK campaigns, not quotes. Actual costs vary by targeting, seasonality, creative quality, bidding strategy, and account history. Use them to sense check what platforms or agencies quote you, not as a guarantee of price.
See what a click or an impression should actually cost you
The CPM / CPC Benchmark Comparator takes your spend and your clicks or impressions and sets them against typical UK ranges for cost per thousand impressions (CPM) and cost per click (CPC), so you can judge whether a campaign is priced fairly for its channel. It's built for anyone running paid social or search ads on a limited budget who wants a second opinion before spending more. The comparison works from general ranges rather than your exact market, so treat the result as a steer, not a guarantee of what you'll pay.
No sign-up needed · Works on any device · Free to use
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