Facebook Ads Cost Per Purchase Benchmarks for Energy and Mining

Introduction

Energy and Mining advertisers spent most of the period paying well above the market for a purchase, then sharply converged toward the benchmark by late 2025. Cost Per Purchase (CPP) surged to a dramatic peak in January, softened through spring, briefly rebounded in June, and then stepped down steadily across Q3 and into Q4—ultimately dipping below the global level in the final months. Volatility was the defining feature: large swings separated short bursts of efficiency from prolonged stretches of elevated acquisition costs.

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 Energy and Mining across all countries compared to the global benchmark.

The story in the data

• Starting point to end point: CPP opened at $239 in November 2024 and closed at $26 in November 2025—an 89% decline over the observed window.
• Highs and lows: The period high was $504 in January 2025; the low was $26 in November 2025. The series averaged $175 (median ~$117), reflecting how Q1’s spikes pull the mean up.
• Key moves:
• Nov → Dec: −42% ($239 → $139)
• Dec → Jan: +261% ($139 → $504)
• Jan → Feb: −32% ($504 → $341)
• Feb → Mar: −86% ($341 → $50)
• Mar → Jun: +293% ($50 → $245)
• Jun → Aug → Sep → Oct → Nov: a steady step-down from $245 to $26

Month-to-month absolute moves averaged $148, indicating far sharper swings than the global benchmark’s average step of about $3.45. The Energy and Mining range ($504 high to $26 low) underscores this volatility story.

Seasonal and monthly dynamics

The series shows a pronounced Q1 surge—common when campaigns scale after year-end resets—followed by a swift correction in March. June marked a brief rebound, but the second half of 2025 trended lower: $94 in August, $73 in September, $41 in October, and $26 in November. The cadence in H2 looks like an orderly normalization after Q1-Q2 volatility.

By contrast, the global benchmark remained tight in a $45–$54 band for most of the year, then softened late, landing at $30 in November 2025. That pattern suggests broad market stability with a Q4 dip, while Energy and Mining moved from extreme elevation to sub-benchmark territory.

Country vs. Global

Across all countries, Energy and Mining’s CPP averaged ~$175—about 3.6x the global average (~$48) for the same horizon, or +265% above market. The gap was widest in January 2025 (+866%, $504 vs. $52) and narrowed dramatically through the year. Notably, the industry dipped below the benchmark in March (−5%), October (−9%), and November (−15%). The distance compressed from +459% in November 2024 ($239 vs. $43) to −15% by November 2025 ($26 vs. $31).

Comparing halves: H1 2025 for Energy and Mining averaged ~$285, while H2 averaged ~$59 (−79%). The global benchmark eased modestly from ~\$51.5 in H1 to ~\$44.6 in H2 (−13%). In short, the market rose steadily then softened, while Energy and Mining was far more volatile, ultimately converging below market by Q4.

Closing

Facebook Ads benchmarks for Cost Per Purchase reveal that Energy and Mining across all countries saw outsized Q1 costs, a midyear rebound, and a decisive late-year normalization—moving from 3–9x above the global level to slightly below it. Understanding CPP trends, alongside broader CPC trends, CPM analysis, and CTR performance, helps contextualize industry ad performance for Energy and Mining in a global frame.