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November 2024 - November 2025
Detailed observation of presented data
Global Healthcare advertisers faced a pricier year for Facebook Ads purchases than the broader market, defined by a dramatic year-end spike and a long, uneven comedown. Cost per Purchase (CPP) leapt in December 2024, cooled steadily into mid‑2025, then briefly rebounded late summer before easing again into November. Compared to the all‑industry global benchmark, Healthcare stayed consistently above market and significantly more volatile.
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.
Healthcare CPP began at $46.83 in November 2024, spiked to a series high of $185.92 in December (+297% month-over-month), and averaged $113.19 across the 13‑month window. The typical monthly level (median) was $113.47. The period low sat at November 2024 ($46.83), and the series closed at $70.08 in November 2025—up 50% versus the starting month but 62% below the December peak.
Month-to-month movement was pronounced: average absolute change was $35.78, with the steepest drop from October to November 2025 (−$30.14, −30%). Key shifts included a steady descent from January–June (from $142.37 to $89.51), a rebound into August ($125.51), and a gradual taper through October ($100.22) before November’s pullback.
The global all‑industry baseline was far steadier: a $48.06 average CPP, with only $3.45 in average monthly swing and a glide from $42.73 (Nov ’24) to $30.61 (Nov ’25).
The calendar rhythm was clear. Late Q4 2024 split sharply: a soft November followed by a December surge. Q1 2025 remained elevated (Jan–Mar average: $147.38), then cooled into Q2 (Apr–Jun average: $105.78). Q3 stabilized near that level (Jul–Sep average: $106.31) but with a notable August pop. Q4 2025 softened from October to November, echoing a normalization after the brief late‑summer lift.
Such patterns align with typical platform seasonality—late‑year intensity and early‑year carryover—though Healthcare’s amplitude was distinctly higher than market norms.
Across all months, Healthcare CPP stayed above the global benchmark—every single time. On average, Healthcare ran 135% higher than the market ($113.19 vs. $48.06). The narrowest gap appeared in November 2024 (+10% vs. global), while the widest opened in December 2024 (+273%). From the December peak to November 2025, Healthcare CPP fell 62%, versus a 39% slide for the global baseline over the same months. Volatility was the defining difference: Healthcare’s average monthly swing ($35.78) was roughly 10x the global market’s ($3.45).
In short, Facebook Ads cost-per-purchase benchmarks for the Healthcare industry across all countries show a year marked by a December spike, elevated Q1, mid‑year normalization, and higher‑than‑market volatility. While CPC trends, CPM analysis, and CTR performance also shape outcomes, this CPP view offers a clear global reference point for country-specific ad costs and industry ad performance relative to the all‑industry benchmark.
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.
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.
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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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.
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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.
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.
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.
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.
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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