Facebook Ads Cost Per Purchase Benchmarks for IT Services & Outsourcing

Introduction

IT Services & Outsourcing saw a year marked by two dramatic surges in Facebook Ads Cost Per Purchase (CPP) that overshadowed an otherwise low-cost run across all countries. For most months, CPP sat well below the global benchmark, then spiked nearly 30x month over month in August and again elevated in October before easing back in November. The result: a market that typically buys conversions cheaply, punctuated by outsized volatility late in the year. 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 IT Services & Outsourcing across all countries compared to the global benchmark.

The story in the data

Across the months reported in 2025 (January–November, intermittent), IT Services & Outsourcing opened at $24.01 CPP in January and closed at $30.34 in November, a modest +26% increase end to end. The median CPP averaged $92.58 for the year, but that figure is skewed by two exceptional months: $411.23 in August (the annual high) and $273.88 in October. Excluding those spikes, the category averaged $21.16, with a yearly low of $13.74 in July.

Momentum through midyear was orderly and inexpensive: January to February fell 33% ($24.01 to $16.08), March rebounded to $20.42, and May peaked at $24.32 before easing to June ($19.25) and bottoming in July ($13.74). August broke the pattern with a near-30x lift from July to $411.23, partially unwound by October’s still-elevated $273.88 and a further normalization in November to $30.34.

Volatility reflected this split personality. Month-to-month swings averaged $100.64 including the two late-year surges, but just $5.35 across the steadier months—quiet relative to the spikes and indicative of a normally stable cost environment for this industry.

Seasonal and monthly dynamics

The rhythm was clear: low, steady CPP through the first half of the year; a trough in July; then an abrupt step-change higher in August with an echo in October. November moved back toward early-year levels, though still above the Q2–Q3 trough. By contrast, the global benchmark typically eased as the year progressed, softening into November and December.

Country-specific ad costs inevitably vary, but these figures represent a global composite across all countries for the IT Services & Outsourcing category.

Country vs. Global

Relative to the global Facebook Ads benchmarks across all industries (average CPP ≈ $51.40), IT Services & Outsourcing generally ran cheaper for most months:

• January: $24.01 vs. $53.25 (≈55% below)
• February: $16.08 vs. $54.80 (≈71% below)
• March: $20.42 vs. $52.92 (≈61% below)
• May–July: 54–72% below
• November: $30.34 vs. $47.16 (≈36% below)

Two months flipped that relationship:

• August: $411.23 vs. $52.97 (≈7.8x above)
• October: $273.88 vs. $52.67 (≈5.2x above)

Gap dynamics were wide. At the narrowest, the category was 36% below the global CPP (November); at its widest, it sat 72% below (July). Conversely, the late-year peaks rose 5–8x above the global median. The baseline itself trended lower across the year, down roughly 15% from January ($53.25) to December ($45.08), with relatively mild month-to-month volatility (~$1.86 on average), underscoring how much more turbulent the IT Services & Outsourcing series became during August–October.

Closing

Understanding Facebook Ads Cost Per Purchase benchmarks for IT Services & Outsourcing across all countries highlights a year of low-cost conversion efficiency punctuated by isolated late-year spikes. While CPC trends and CPM analysis offer complementary context, this CPP view helps frame industry ad performance against the global benchmark and clarifies country-agnostic, category-specific ad costs for 2025.