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Facebook Ads Cost Per Purchase Benchmarks for Healthcare

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Cost Per Purchase for Healthcare

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry Healthcare and target country All countries available compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Overall level: Healthcare averages 77.21 per purchase, sitting about 61% above the global baseline average of 47.82. It runs above market in 9 of 12 months.
  • Highs/lows: The series peaks in December 2024 at 206.23 and bottoms in September 2025 at 1.61, a very wide range of 204.61.
  • Volatility: Median month-to-month absolute change is 26% for Healthcare versus just 2% for the baseline, indicating far higher month-to-month swings. The largest spike is +549% in December; the steepest drop is −97% in September.
  • Direction of travel: From October 2024 to September 2025, Healthcare declines 93.6%, while the baseline falls 30.8%.
  • Seasonality: Both series show Q4/Q1 firmness (especially December) and softer costs into late summer, with a notable market-wide dip in September.

Context and framing

We examine Facebook Ads benchmarks for cost-per-purchase in Healthcare across All countries available, comparing the selected data to the global baseline. The goal is to summarize levels, seasonality, and volatility so marketers can understand how Healthcare compares to overall trends.

Healthcare (selected) trend overview

  • Average: 77.21; High: 206.23 (Dec 2024); Low: 1.61 (Sep 2025).
  • Start-to-end change: from 25.22 (Oct 2024) to 1.61 (Sep 2025), a −93.6% shift.
  • Notable movements:
  • Q4 lift culminating in December’s spike to 206.23.
  • Gradual easing from January (134.86) and February (113.24) down through spring and early summer (March 73.15; April 68.94; May 80.65; June 82.05).
  • Mid-summer softening (July 56.37; August 52.33).
  • Sharp dip in September (1.61).
  • Volatility: Median month-to-month change is 26%, with a +26% move in November, +549% in December, −35% in March, and −97% in September.

Comparison to the global baseline

  • Baseline average: 47.82; High: 53.89 (Feb 2025); Low: 32.29 (Sep 2025).
  • Start-to-end change: from 46.67 (Oct 2024) to 32.29 (Sep 2025), −30.8%.
  • Stability: Median month-to-month change is 2%, reflecting a relatively steady market. Largest moves: +19% in December and −29% in September.
  • Relative positioning:
  • Healthcare sits above market in 9 of 12 months (Dec–Aug and July), with the largest premium in December.
  • Below market in October, November, and September.
  • Seasonal pattern alignment:
  • Both series firm in Q4–Q1, with the global baseline gently elevated in December–February.
  • Both ease through spring and summer and post a clear September dip. Healthcare’s swings are materially larger than the market’s.

What this means for benchmarks

Healthcare’s cost-per-purchase across All countries available trends well above global norms and is markedly more volatile, with pronounced peaks in December and notable softening into late summer, culminating in a sharp September trough. Understanding cost-per-purchase benchmarks on Facebook Ads in industry Healthcare and All countries available 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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.

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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