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Facebook Ads Cost Per Purchase Benchmarks for Finance in United States

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Cost Per Purchase for Finance 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.
  • For Finance in the United States, cost per purchase was below market for 11 of 12 months, averaging 26.47 versus the global baseline’s 47.82 (≈45% lower).
  • A sharp spike in September 2025 lifted the United States average; excluding September, the average was 19.01.
  • Seasonal patterns are visible: costs rose from November through March, softened into early summer, and the baseline dropped sharply in September. The United States series shows a pronounced September surge.
  • Volatility was higher in the United States series (median month-over-month change ~19%) than the baseline (~2–3%), driven by a single outsized jump in September.

Scope of the analysis

This analysis looks at cost per purchase trends for industry Finance and target country United States compared to the global trend. We summarize monthly medians from October 2024 to September 2025 and compare the United States series (“selected data”) with the global baseline.

United States Finance: trend overview

  • Average: 26.47 (19.01 excluding September).
  • High/low: High at 108.54 in September 2025; low at 12.55 in November 2024.
  • Start-to-end change: From 12.75 (Oct 2024) to 108.54 (Sep 2025), a +751% increase.
  • Volatility: Median absolute month-over-month change ≈19%. Notable moves:
  • Rises: +22.6% in December, +39.7% in February, +18.3% in March.
  • Pullbacks: −19.0% in May, −22.8% in June.
  • Spike: +463.5% in September.

Comparison to the global baseline

  • Baseline average: 47.82; high/low: 53.89 (Feb 2025) and 32.29 (Sep 2025).
  • Baseline start-to-end change: 46.67 (Oct 2024) to 32.29 (Sep 2025), a −30.8% decline.
  • Relative positioning:
  • The United States Finance series was below market in every month except September (e.g., −73% in October, −71% in November, −56% in February, −58% in August).
  • In September, the United States jumped 236% above the baseline (108.54 vs. 32.29).
  • Volatility comparison: Baseline month-to-month changes were modest (median ≈2.4%), while the United States series showed larger swings due to the late-period spike.

Seasonality and pattern notes

  • Q4 to Q1: Both series rose into December–February, aligning with typical seasonal cost pressure around peak demand periods.
  • Spring to summer: The United States softened from April through June before stabilizing in July–August; the baseline drifted lower across summer.
  • September: The global baseline dipped to its lowest point, while the United States Finance segment spiked to its annual high.

Notable monthly highlights

  • Lowest point: November 2024 (United States 12.55), markedly below the baseline (43.19).
  • Peak excluding the spike: March 2025 at 27.94 before easing in May–June.
  • Largest divergence: September 2025, where the United States exceeded the baseline by +236%.

Understanding cost per purchase benchmarks on Facebook Ads in industry Finance 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 Finance industry, Facebook ad costs can be typically higher due to high competition and valuable conversions. 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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