Facebook Ads Cost Per Purchase Benchmarks for Healthcare

Introduction

Healthcare purchase costs on Facebook showed a dramatic, stop‑start year across all countries, running well above the broader market and swinging sharply month to month. The story opens quietly in November, surges to a December peak, eases through spring, finds a midsummer floor, then rebounds into late Q3 before settling in the low $100s by October. Volatility is the headline: spikes, retracements, and a wider spread than the global benchmark at nearly every turn.

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

Across November 2024 to October 2025, Healthcare’s median cost per purchase (CPP) averaged $118 globally, ranging from a low of $46.83 in November to a high of $185.92 in December—a $139 spread. The period starts at $46.83 (Nov), then jumps nearly 4x month over month to $185.92 (Dec, +297%). Early Q1 cools: $142.37 in January (−23%) and $159.53 in February (+12%), before slipping to $140.14 in March (−12%).

Spring marks a reset: $101.68 in April (−27%) and $126.15 in May (+24%). The mid‑year trough arrives at $79.91 in July after a slide from May through July (−37% over two months), followed by a sharp August rebound to $125.96 (+58%). The run into Q4 moderates: $112.81 in September (−10%) and $101.66 in October (−10%). From first to last month, CPP ends 117% higher, underscoring how the year’s closing level remains elevated despite the mid‑year relief.

Average month‑to‑month absolute movement was $36, indicating pronounced volatility.

Seasonal and monthly dynamics

• Q4 surge: A classic year‑end spike culminates in December’s peak ($185.92), consistent with heightened auction pressure and richer demand in the season.
• Q1 normalization: January–March retrace from the peak but remain well above the annual average, with a mild February lift and March dip.
• Spring reset: April marks the steepest single‑month decline of the spring (−27%), landing just above $100.
• Mid‑year softness: June ($89.21) and July ($79.91) form the gentlest purchasing period of the year.
• Late‑summer rebound: August snaps back to $125.96 before a controlled glide into October’s $101.66.

Country vs. Global

Relative to the global Facebook Ads benchmarks across all industries, Healthcare’s CPP ran high and choppy. The global baseline averaged $49, ranging between $42.70 and $53.80, with small monthly moves (about $2.53 on average). By contrast, Healthcare averaged $118 with $36 average monthly swings—more than 14x the volatility.

The gap to global narrowed only at the very start: November sat roughly 10% above the market ($46.83 vs. $42.70). At its widest, December’s CPP was 271% higher than the benchmark ($185.92 vs. $50.11). Through mid‑year, Healthcare stayed 60–160% above global levels (e.g., July: $79.91 vs. $47.18). The year closes still elevated: October at $101.66 versus the market’s $43.29—about 135% higher. While the global line was essentially flat from start to finish (+1%), Healthcare rose sharply end‑to‑end (+117%), with far more pronounced monthly oscillation.

Closing

Taken together, Facebook Ads benchmarks show that cost per purchase for the Healthcare industry across all countries was consistently above market, with a December spike, a mid‑year trough, and a late‑summer rebound. Understanding CPP dynamics—alongside broader CPC trends, CPM analysis, and CTR performance—helps frame country‑specific ad costs within industry ad performance patterns for Healthcare globally.