Facebook Ads Cost Per Purchase Benchmarks for Finance

Introduction

Finance advertisers ran well below the global benchmark on Cost Per Purchase for most of the year, then spiked dramatically in December. Through November, Finance across all countries hovered in the low-to-mid $20s—consistently cheaper than the market—before leaping to $82 in December, the only month it sat above the global median. The rhythm looks like two acts: a low-cost first half, a step-up beginning in August, and a year-end surge. Volatility was modest until that December breakaway.

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 Finance across all countries compared to the global benchmark.

The story in the data

• Starting point to ending point: Finance CPP opened 2025 at $14.45 and closed at $82.13—up 469% from January.
• Highs and lows: The low was January ($14.45). The high was December ($82.13).
• Average levels: In 2025, Finance CPP averaged $27.64; excluding December, the Jan–Nov average was $22.69.
• Month-by-month momentum: After a low-cost start (Jan–Jun averaging $18.4), costs lifted in July ($21.11) and reset higher in August ($30.27). That late-summer step-change held through September ($30.50), softened slightly in October ($28.95) and November ($28.23), then broke pattern with a December spike to $82.13.
• Volatility: Average month-to-month movement was $7.52, largely driven by December. Excluding December, volatility was a steadier $2.88—still more movement than the global benchmark.

For context, the global benchmark across all industries averaged $50.68 in 2025, with a narrower range (roughly $45–$55) and lower month-to-month volatility (~$1.72).

Seasonal and monthly dynamics

Seasonally, Finance CPP was soft in Q1, stable-to-lower in Q2, then reset higher from August onward. Q2 averaged $18.47; Q3 rose to $27.29; Q4 climbed to $46.44, driven by December. The mid-year shift in August marked a new plateau around $29–$31 that persisted through November. December deviated sharply from this plateau, consistent with the broader tendency for year-end competition to lift acquisition costs, even as global medians softened late in the year.

Country vs. Global

Finance across all countries ran below market from January through November, then flipped above market in December:

• Average comparison: $27.64 for Finance vs. $50.68 globally in 2025 (Finance 45% cheaper on average).
• Gap through the year: January sat 73% below the global CPP (Finance $14.45 vs. global $53.13). The gap narrowed in August–September to about 41–42% below market.
• December reversal: Finance jumped to $82.13 while the global benchmark eased to $45.02—placing Finance 82% above global in the final month.
• Trend lines: Global CPP slid 15% from January to December, while Finance rose 469%. Finance also displayed greater volatility, particularly into year-end.

Closing

These Facebook Ads benchmarks highlight Cost Per Purchase dynamics for the Finance industry across all countries: a low-cost first half, a late-summer reset, and an exceptional year-end surge versus a softening global backdrop. Understanding Cost Per Purchase trends for Finance across all countries helps contextualize country-specific ad costs within broader CPC trends, CPM analysis, and CTR performance conversations while comparing industry ad performance to the global benchmark.