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Facebook Ads Cost Per Purchase Benchmarks for Healthcare in United States

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Cost Per Purchase for Healthcare in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • This analysis looks at cost per purchase trends for industry Healthcare and target country United States compared to the global trend.
  • Overall, the United States Healthcare series sits above market: average cost per purchase (CPP) is $84.66 vs a global baseline of $47.73, about 77% higher.
  • Strong seasonal spike in December 2024 ($222.48) and elevated costs in January–February 2025; this aligns with typical Q4 and early Q1 pressure seen in Facebook Ads benchmarks.
  • Volatility is high, driven by a December surge and a September 2025 dip ($1.61). Excluding those extremes, underlying month-to-month changes still exceed the global pattern.
  • From first to last month, the selected series fell by 97%, compared to a 31% decline in the baseline over the same period.

Selected trend overview

  • Period covered: Sep 2024–Sep 2025 (monthly medians).
  • Average: $84.66.
  • High: $222.48 in December 2024.
  • Low: $1.61 in September 2025.
  • First-to-last change: from $53.23 (Sep 2024) to $1.61 (Sep 2025), a -97% change.
  • Notable movements:
  • Q4 2024: October ($40.83) and November ($36.95) were relatively low, followed by a sharp spike in December ($222.48).
  • Early 2025 remained elevated: January ($140.60), February ($131.69).
  • Spring–summer moderated but stayed above $80 for most months: March ($91.31), April ($80.31), May ($98.89), June ($86.48).
  • Late summer eased: July ($56.24), August ($59.99).
  • September 2025 saw an abrupt dip to $1.61, an outlier compared with the rest of the series.

Volatility (absolute average month-to-month % change) is 66.3% including extremes; excluding the December surge and September dip, it is 19.6%.

Comparison to global baseline

  • Baseline average: $47.73 (high $53.89 in February 2025; low $32.29 in September 2025).
  • First-to-last change: -31% (from $46.60 to $32.29).
  • Relative positioning:
  • The United States Healthcare CPP is above market in most months, especially December 2024–June 2025 (often $30–$70 above the baseline).
  • It tracks seasonal patterns seen globally: costs lifted in December and stayed firm into Q1.
  • October–November 2024 were below the baseline, while September 2025 dropped far below the baseline due to the extreme low.
  • Volatility: the baseline shows steadier month-to-month changes (6.4% on average; 4.3% excluding the late-September drop), notably lower than the United States Healthcare series.

Seasonality and patterning

  • Seasonal pressure is evident in Q4 and early Q1:
  • Selected Q4 (Oct–Dec 2024) average: ~$100.09 vs baseline ~$47.13.
  • Early 2025 remained elevated, then cooled through summer.
  • The December spike and the September dip define the range, indicating wider swings than the global trend.

Understanding cost per purchase benchmarks on Facebook Ads in industry Healthcare and United States 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. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. 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.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

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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