Facebook Ads Cost Per Purchase Benchmarks for Healthcare

Introduction

The headline: acquiring a purchase in Healthcare is expensive and choppy when viewed across all countries. Facebook Ads cost-per-purchase (CPP) for Healthcare ran at roughly double the global cross‑industry benchmark through 2025, with a steep early‑year peak, a mid‑year correction, and a late‑summer flare‑up before settling into lower-but-still‑elevated levels. Volatility was a defining feature, with sharper month‑to‑month swings than the broader market.

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 Healthcare in all countries compared to the global benchmark.

The story in the data

Healthcare CPP began the year at $129.63 in January, climbed to a high of $138.29 in February, and ended at $97.28 in December. The annual low hit in July at $84.78. Across the year, Healthcare averaged $108.16 per purchase, spanning a $53.51 range between peak and trough—about half of the annual average, underscoring meaningful fluctuation.

Momentum-wise, the biggest drops were March to April (−$31.94, −26%) and May to June (−$19.88, −18%). The standout rebound came in August, jumping +$41.91 from July (+49%) before easing back in September (−22%). From the February peak to the July low, CPP compressed by 39%, and from January to December, it declined 25%.

Volatility averaged $16.59 in absolute month‑to‑month movement. By comparison, the global benchmark’s average CPP was $51.40 with just $1.77 average monthly movement—making Healthcare roughly 9x more volatile than the market baseline.

Seasonal and monthly dynamics

Quarterly cadence shows the arc clearly:

• Q1 was the costliest stretch (avg $130.86), with February at the top.
• Q2 cooled sharply (avg $98.12) as April and June posted some of the year’s lowest levels.
• Q3 stabilized around $103.43 but included August’s pronounced spike.
• Q4 held near $100.25, gliding from $105.32 in October to $97.28 in December.

In other words, Healthcare’s CPP typically softened after Q1, rebounded late summer, and finished the year below early‑year highs. While Q4 often sees competitive pressure in broader CPM analysis, Healthcare CPP remained well under its Q1 levels in this dataset.

Country vs. Global

Relative to the global cross‑industry benchmark, Healthcare ran consistently above market. The annual average was about 2.1x higher ($108 vs. $51). The gap was widest in February (2.52x) and narrowest in July (1.72x); most months fell between 1.8x and 2.4x. The global trend drifted down −15% from January to December, while Healthcare fell by a steeper −25%. Notably, the baseline moved smoothly with limited variance, whereas Healthcare’s CPP exhibited frequent and larger swings.

Closing

Viewed through Facebook Ads benchmarks, Healthcare’s cost-per-purchase across all countries in 2025 was high, variable, and persistently above the global cross‑industry average. While CPC trends and CTR performance shape funnel dynamics and CPM analysis defines auction pressure, CPP puts a price tag on conversion. Understanding cost-per-purchase benchmarks for Healthcare across all countries helps advertisers evaluate acquisition costs in context and compare performance to global patterns.