Facebook Ads Cost Per Purchase Benchmarks for IT Services & Outsourcing

Introduction

IT Services & Outsourcing showed a two-speed year for Facebook Ads cost per purchase: an expensive Q4, a deep reset through mid-year, and then a sudden late-summer surge. Across all countries, the industry’s CPP averaged about $101, roughly double the global benchmark’s $49, with sharp spikes in August ($411) and October ($220) setting the tone for an above-market but highly volatile profile. By contrast, the global market stayed relatively steady, peaking mildly in February before easing into Q4.

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

Starting at $112 in November 2024 and ending at $220 in October 2025, CPP for IT Services & Outsourcing nearly doubled (+96%) over the period. The median across reported months landed at $101, but the range was wide—from a mid-year low of $13.74 in July to a dramatic high of $411 in August (a 30x spread).

Momentum was pronounced:

• November to December lifted from $112 to $150 (+34%).
• A sharp reset followed: December to February fell from $150 to $16 (−89%).
• The mid-year floor formed between June ($19) and July ($13.74).
• August broke the pattern with a step-change to $411, before settling to $220 in October.

Volatility was the defining feature. Month-over-month absolute moves among reported months averaged 86 points, but the median move was just 7.9 points—evidence of a stable core rhythm punctuated by outsized shocks. The global benchmark, by comparison, moved an average of 2.6 points month-to-month, underscoring how unusually choppy IT Services & Outsourcing was across all countries.

Seasonal and monthly dynamics

The pattern lined up with familiar seasonal pressure, then diverged. Costs were elevated through Q4, reset in Q1, and stayed comparatively soft through Q2. July marked the yearly trough, consistent with quieter summer demand. August, however, broke seasonality with an extraordinary spike, and CPP stayed elevated into October—unlike the broader market, which typically sees softer acquisition costs as Q4 begins to intensify.

Global CPP climbed from November into a February peak (+26%), then eased gradually into October (−19% from February), mirroring a conventional seasonal arc. The industry trend, in contrast, swung from a Q4 premium to a mid-year trough and then rebounded sharply late summer.

Country vs. Global

Against the global Facebook Ads benchmarks, IT Services & Outsourcing across all countries averaged 2.1x higher CPP across overlapping months. The gap swung widely:

• Below market in Q1–Q2: −54% to −71% versus the global benchmark from January through July (trough at 0.29x in July).
• Above market in Q4 and late summer: +164% in November, +200% in December, +715% in August (8.15x), and +408% in October (5.07x).

Where the global benchmark stayed contained ($43–$54 for most of the year), the industry traced a far choppier curve—−91% from December to July, then a late-summer spike that reset CPP to the year’s top tier.

Closing

Facebook Ads benchmarks for cost per purchase in IT Services & Outsourcing across all countries reveal a year marked by Q4 premiums, a pronounced Q1–Q2 softening, and an exceptional August spike—well above the steadier global market. While CPC trends and CPM analysis often dominate headlines, this CPP view highlights acquisition-cost dynamics specific to industry ad performance at a global scale.