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

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Cost Per Purchase for IT Services & Outsourcing in Germany

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry IT Services & Outsourcing and target country Germany compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Germany’s IT Services & Outsourcing cost-per-purchase is consistently below market: the 9‑month average is 19.0 versus a global baseline average of 49.4 across the same months (about 62% lower).
  • The selected series trends downward overall (−46% from October 2024 to July 2025), with higher volatility than the global benchmark.
  • Seasonal patterns show the global baseline rising into December–February, while Germany’s series softens through February and reaches new lows in early summer.

Selected time-series highlights (IT Services & Outsourcing, Germany)

  • Average: 19.0
  • High: 25.6 in October 2024
  • Low: 13.74 in July 2025
  • Overall change: −46% from October 2024 (25.58) to July 2025 (13.74)
  • Volatility: average absolute month‑to‑month change of ~19%
  • Notable moves:
  • Sharp drop Nov → Feb (−23% Jan → Feb), despite global holiday/Q1 pressures.
  • Rebound in March (+27% vs February), then a pronounced decline by May (−31% vs March).
  • Another reduction into July (−23% vs June), marking the period low.

Comparison with the global baseline

  • Baseline (global) average across overlapping months: 49.4
  • Baseline high/low: 53.9 in February 2025; 43.19 in November 2024
  • Baseline overall change (October 2024 → July 2025): −1% (effectively flat)
  • Relative positioning by month (Germany vs global):
  • Always below market, from −45% in October 2024 to −72% in May 2025.
  • Typical monthly discount range: 45%–72% below the global median.
  • Volatility: baseline average absolute month‑to‑month change ~5.8%, far steadier than the selected series (~19%).

Seasonal and pattern signals

  • Global seasonality is visible: higher costs concentrate December through February (51.5 → 53.9), aligning with holiday and early‑Q1 competition.
  • Germany’s IT Services & Outsourcing diverges from that pattern:
  • Costs eased into February (down to 16.08) while the global median climbed.
  • The lowest points appear in late spring and early summer (May: 14.12; July: 13.74), pushing the series well below its October level.
  • Net effect: Germany’s series is below average and more variable, while the global benchmark is higher and more stable across the same window.

Notes on coverage

  • Selected months available: Oct 2024–Mar 2025, then May–Jul 2025 (April data not present). Comparisons use only overlapping months to ensure consistency.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry IT Services & Outsourcing and Germany 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 Germany, 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.

Germany Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 9Whit Monday
Oct 3German Unity Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)

Potential Advertising Impact

Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.

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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