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Facebook Ads Cost Per Purchase Benchmarks for IT Services & Outsourcing in France

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Cost Per Purchase for IT Services & Outsourcing in France

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost per purchase benchmarks: overview and key takeaways

  • This analysis looks at cost per purchase trends for industry IT Services & Outsourcing and target country France compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Selected series status: no France + IT Services & Outsourcing data points were available for the period, so only the global baseline can be reported and used for directional context.
  • Global baseline average cost per purchase: $47.82 across the last 12 months, with a high of $53.89 (Feb 2025) and a low of $32.29 (Sep 2025).
  • Change from first to last month: down 30.8% (from $46.67 in Oct 2024 to $32.29 in Sep 2025).
  • Volatility: average month-to-month movement of $3.25 (~7.0%), with the largest swing in Aug→Sep (−$13.40).
  • Seasonality: clear Q4 spike, peaking in December, with elevated costs through January–February, then easing mid-year and a sharp late-summer/early-fall drop.

Scope and framing

  • Metric: cost per purchase (COST_PER_PURCHASE)
  • Industry: IT Services & Outsourcing
  • Country: France
  • Baseline: global aggregate for comparison

Selected series (IT Services & Outsourcing, France)

  • Data availability: no monthly observations were provided for the selected series. Averages, highs/lows, and volatility cannot be computed for France + IT Services & Outsourcing during the covered period.

Global baseline: cost per purchase benchmarks

  • Average (12 months): $47.82
  • High: $53.89 in Feb 2025
  • Low: $32.29 in Sep 2025
  • Range: $21.60
  • First vs. last month: $46.67 (Oct 2024) to $32.29 (Sep 2025), a −30.8% change
  • Volatility:
  • Average absolute month-to-month shift: $3.25 (~7.0%)
  • Notable moves:
  • Nov→Dec: +$8.34 (to $51.53)
  • May→Jun: −$4.01 (to $46.96)
  • Aug→Sep: −$13.40 (to $32.29)

Seasonal patterns observed in the global baseline

  • Q4 effect: costs typically increase in Q4 around holiday periods. The series shows a pronounced December spike ($51.53) and elevated levels into January–February ($52.31–$53.89).
  • Post-Q1 normalization: a gradual easing through spring ($51–$52) and early summer ($46–$47).
  • Late-summer dip: a sharp decrease into September ($32.29), marking the period low.

Comparison: selected series vs. global baseline

  • Relative positioning: not available due to lack of France + IT Services & Outsourcing data for the period.
  • Directional context: the global trend indicates above-average costs in December–February and a pronounced decline by September, with moderate volatility overall.

Understanding cost per purchase benchmarks on Facebook Ads in industry IT Services & Outsourcing and France 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 IT Services & Outsourcing industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting France, advertisers should consider local market factors and user behavior. 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.

France Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday (Alsace & Moselle)
Apr 21Easter Monday
May 1Labour Day
May 8Victory in Europe Day
May 29Ascension Day
Jun 9Whit Monday
Jul 14Bastille Day
Aug 15Assumption Day
Nov 1All Saints' Day
Nov 11Armistice Day
Dec 25Christmas Day
Dec 26Saint Stephen's Day (Alsace & Moselle)

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when leisure and travel campaigns see higher engagement. Extended 'ponts' (bridge days) in May could create long weekends with lower weekday ad inventory. Late November and December feature steep increases in ad competition. Christmas season may drive peak ad volumes.

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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