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Facebook Ads Cost Per Purchase Benchmarks for Consulting in United States

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Cost Per Purchase for Consulting in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, United States Consulting Facebook Ads show a cost-per-purchase that is consistently above market: the 12‑month average is $92.90 vs a global baseline of $47.82 (+94%).
  • Clear Q4 pressure: October–December levels are elevated, peaking at $139.39 in October and $138.94 in December, aligning with typical holiday-season cost inflation.
  • Marked volatility: average month‑to‑month movement is ~25% (about ~18% excluding an outlier in September 2025), versus ~7% for the global baseline.
  • The series trends down overall, from $139.39 (October 2024) to $11.76 (September 2025), a ~92% decrease; the baseline also declines, but more moderately (~31%).

This analysis looks at cost-per-purchase trends for industry Consulting and target country United States compared to the global trend.

What’s covered

  • Metric: cost-per-purchase (CPP), monthly medians
  • Selected market: Consulting in the United States
  • Baseline: global, all industries/countries
  • Period: Oct 2024–Sep 2025

Selected trend overview

  • Average CPP: $92.90
  • High/low: High at $139.39 (October 2024); low at $11.76 (September 2025) — nearly a 12x swing.
  • First-to-last change: Down ~92% from October 2024 to September 2025.
  • Notable spikes/dips:
  • Q4 elevation: October ($139.39) and December ($138.94) are peak months.
  • Sharp resets in early 2025: January (-34% vs December) and February (-29% vs January).
  • August rebound to $117.00 (+38% vs July), followed by a pronounced September dip (-90% vs August).
  • Volatility: Average absolute month‑to‑month change ~25% (excluding September, ~18%).

Comparison to the global baseline

  • Average CPP: $92.90 (US Consulting) vs $47.82 (global) — above market by roughly +94%.
  • High/low (baseline): High at $53.89 (February 2025); low at $32.29 (September 2025); first-to-last down ~31%.
  • Seasonal alignment:
  • Both series show Q4 pressure, with December elevated vs November.
  • Q4 average: US Consulting (~$134) vs global (~$47) — the selected market is ~2.9x higher during peak season.
  • Relative position by month:
  • Above market in 11 of 12 months (2.7–3.0x higher in October–December; 1.2–2.6x higher across most of 2025).
  • Below market only in September 2025 (selected $11.76 vs global $32.29).
  • Stability: Baseline month‑to‑month change averages ~7% (ex‑September ~5%), indicating steadier global conditions compared to the selected market.

Seasonality and volatility

  • Seasonal pattern: Costs typically increase in Q4 around holiday periods; this is pronounced for United States Consulting (October and December peaks).
  • 2025 pattern: After Q4, costs reset lower in Q1–Q2, stabilize through mid‑year, briefly rise in August, then drop sharply in September.
  • Overall: The selected market exhibits higher levels and greater variability than the global benchmark, with one late‑period outlier.

Understanding cost-per-purchase benchmarks on Facebook Ads in Consulting and United States helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Consulting industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

What's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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