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Facebook Ads Cost Per Purchase Benchmarks for Education in Netherlands

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Cost Per Purchase for Education in Netherlands

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per purchase trends for Education in the Netherlands vs global

This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. It examines cost per purchase trends for the Education industry in the Netherlands, compared to the global baseline.

Key takeaways

  • Overall level: The Netherlands Education average cost per purchase was 49.58, essentially in line with the global average of 49.24 (+0.7% above market).
  • Volatility: The Netherlands series was highly erratic (average month-to-month swing ~49.9%), far above the global baseline’s steadier 4.7%.
  • Highs and lows: Netherlands peaked in July 2025 at 79.76 and bottomed in February 2025 at 25.22; the global baseline was tighter, ranging roughly 43.19–53.89 over the same period.
  • Trend over time: From October 2024 to August 2025, the Netherlands declined 22.2%, while the global baseline eased just 2.1%.
  • Seasonality: The global trend shows a typical Q4–Q1 uplift (Dec–Feb), whereas the Netherlands Education series dipped into January–February, then spiked sharply in March and July.

Netherlands Education: monthly benchmarks overview

  • Average: 49.58
  • High: 79.76 (July 2025)
  • Low: 25.22 (February 2025)
  • First-to-last change: -22.2% (October 2024 to August 2025)
  • Volatility: Average absolute month-to-month change ≈ 49.9%
  • Notable movements:
  • Sharp declines through winter: October → February fell from 55.53 to 25.22.
  • Major rebounds: February → March jumped +119.7%; June → July surged +151.5%.
  • Additional spikes: May reached 65.43 before dropping in June (−51.5%).

Comparison to the global baseline

For a like-for-like window (October 2024–August 2025):

  • Baseline average: 49.24 (Netherlands is +0.34 above, effectively in line with overall trends)
  • Baseline high/low: 53.89 (February 2025) / 43.19 (November 2024)
  • Baseline first-to-last change: -2.1%
  • Baseline volatility: ~4.7% average absolute month-to-month change

Positioning by month (Netherlands vs global):

  • Above market: October, November, March, May, July (notably +72.6% in July)
  • Below average: December, January, February, April, June, August (notably −53.2% in February)

Seasonal patterns and context

  • Global seasonality shows costs typically rising into December–February, then easing into summer.
  • The Netherlands Education data diverges: it fell into January–February, then rebounded sharply in March, peaked in July, and normalized in August. This mix of below-average winter costs and mid-year spikes indicates atypical seasonality versus the global pattern.

Understanding cost per purchase benchmarks on Facebook Ads in industry Education and Netherlands 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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. 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.

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.

Netherlands Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 26King's Day
May 5Liberation Day
May 29Ascension Day
Jun 8Pentecost Sunday
Jun 9Pentecost Monday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)

Potential Advertising Impact

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.

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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