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

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Cost Per Purchase for IT Services & Outsourcing in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Scope: This analysis looks at cost per purchase trends for IT Services & Outsourcing in Italy compared to the global trend, based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Data availability: No observations were available for the selected filters (industry: IT Services & Outsourcing; country: Italy) in the time window provided, so relative positioning versus the market cannot be quantified for the selected segment.
  • Global context: The global baseline shows an average cost per purchase of 47.82, peaking in February 2025 at 53.89 and bottoming in September 2025 at 32.29. From October 2024 to September 2025, costs declined 30.8%.
  • Volatility and seasonality: Average month‑to‑month movement in the baseline was 3.25, with a clear December uplift and elevated Q1, followed by a steady easing through summer and a sharp drop in September.

What we analyzed

  • Metric: cost per purchase (median, monthly).
  • Selected segment: IT Services & Outsourcing in Italy.
  • Baseline: global benchmark across all industries and countries for comparison.

Selected segment overview (Italy, IT Services & Outsourcing)

  • No monthly values were available for the selected segment in the provided period.
  • As a result, averages, highs/lows, month‑to‑month volatility, and first‑to‑last change cannot be computed for the selected dataset.
  • Interpretation against the market (above, below, or in line) is therefore not determinable for the selected filters.

Global baseline trend (context for comparison)

  • Average level: 47.82 across the 12 months observed (Oct 2024–Sep 2025).
  • High and low:
  • High: 53.89 in February 2025.
  • Low: 32.29 in September 2025.
  • First to last change: from 46.67 in October 2024 to 32.29 in September 2025, a decrease of 30.8%.
  • Volatility: average absolute month‑to‑month change of 3.25, indicating moderate variability.
  • Notable spikes and dips:
  • December 2024 rose to 51.53 after a softer November (up roughly 19% month over month), consistent with Q4 intensification.
  • September 2025 fell sharply to 32.29 (about 29% lower than August), marking the steepest drop in the period.
  • Seasonality patterns:
  • Q4 shows a typical holiday‑period uplift, with December higher than October and November.
  • Q1 remains elevated, culminating in a February peak.
  • Gradual normalization follows through spring and summer before a pronounced correction in September.

Comparison of the selected segment vs. the baseline

  • Because no selected data points are available for IT Services & Outsourcing in Italy, we cannot quantify whether the segment is above market, below average, or in line with overall trends.
  • The global baseline levels and seasonal shape (December and Q1 strength, late‑summer/September softness) provide directional context for interpreting future Italy‑specific results once available.

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

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.

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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