Facebook Ads Cost Per Purchase Benchmarks for Healthcare

Introduction

Healthcare stood out as a high-cost conversion category across Facebook Ads benchmarks. Median cost per purchase across all countries averaged $111.83 for Healthcare over the period, more than double the global all-industry benchmark at $49.61. The year carried a clear midyear trough, a sharp late-summer rebound, and a firm finish, with notable volatility compared to the steadier global curve. 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 across all countries compared to the global benchmark.

The story in the data

Healthcare started 2025 elevated at $129.57, peaked early at $138.29 in February, then retreated into a Q2 low of $91.28 in June before touching the year’s floor at $84.83 in July. A dramatic rebound followed: August surged to $129.27 (+52% month over month), before costs settled into a tighter $101–$107 band from September through December. The series closed with another climb to $133.78 in January 2026, near the annual highs.

Across the 13 months, Healthcare’s median cost per purchase ranged from $84.83 (July) to $138.29 (February), averaging $111.83. Month-to-month absolute moves averaged 16%, indicating a choppier pattern than the broader market. Only five of the 13 months sat above the full-period average (January–March, August, and January 2026), underscoring a year defined by an early spike, a midyear reset, and a late-stage firming.

Seasonal and monthly dynamics

The rhythm was recognizable: elevated Q1 acquisition costs (Jan–Mar averaged about $131), a softer Q2 trough (~$98), and a Q3 rebound (~$107) driven by the August spike. Q4 held steady around $104–$106, landing slightly below the annual average despite typical late-year competition. The new year opened strong again, with January 2026 jumping to $133.78. In many markets, performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; Healthcare’s cost-per-purchase pattern across all countries broadly reflected that cadence, punctuated by a pronounced July–August swing.

While CPC trends and CPM analysis often mirror auction pressure, the conversion-level picture here shows Healthcare’s cost per purchase responding more abruptly midyear before stabilizing into the holidays.

Country vs. Global

Relative to the global benchmark, Healthcare remained consistently above market. The global all-industry median hovered near $50 for most of 2025, drifting gently from $53 in January to $48 in December before stepping down sharply to $25 in January 2026. Against that backdrop, Healthcare’s cost per purchase ran 72%–152% above global levels for most months (narrowest gap in July at +72%; widest typical gap in February at +152%). The spread widened dramatically in January 2026 (+432%) as the global benchmark fell while Healthcare rose.

Volatility differed as well: Healthcare’s average absolute monthly move was about 16%, versus 6.7% for the global benchmark (the latter shaped by a calm 2025 and a single large drop in January 2026).

Closing

In sum, Facebook Ads benchmarks for cost per purchase in Healthcare across all countries show a high-cost category with pronounced midyear softness, an August snapback, and a firm start to 2026—consistently above the global benchmark. Understanding cost-per-purchase dynamics for Healthcare across all countries helps clarify industry ad performance, complementing CPC trends, CPM analysis, and CTR performance when comparing country-specific ad costs to global patterns.