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

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Cost Per Purchase for IT Services & Outsourcing in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks — summary and key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • This analysis looks at cost per purchase trends for industry IT Services & Outsourcing and target country Great Britain compared to the global trend.
  • Average cost per purchase in Great Britain: 40.19, versus the global baseline of 49.51 across the same months (18.8% lower).
  • High volatility in the selected data (average month-to-month move ~98%), far above the global pattern (~7.5%).
  • Notable seasonality: a sharp January spike (141.04) followed by unusually low February–March levels (16.91 and 12.61). Baseline shows typical Q4/Q1 elevation with a February peak.

Selected-data highlights (IT Services & Outsourcing, Great Britain)

  • Average: 40.19 across 7 observed months.
  • High/low: peak in January 2025 at 141.04; trough in March 2025 at 12.61.
  • Range: 128.43 from low to high, indicating substantial dispersion.
  • Momentum:
  • Oct 2024 to Jun 2025: +56.7% (19.45 to 30.48).
  • Sharp swings: +99.8% (Oct→Nov), +263% (Nov→Jan), −88.0% (Jan→Feb), −25.4% (Feb→Mar), +74.4% (Mar→May), +38.7% (May→Jun).
  • Seasonality pattern: outsized January spike followed by a deep reset in February–March, then a gradual lift into late spring/early summer.

Comparison with the global baseline

  • Baseline average across the same months: 49.51 (global overall across 12 months is 47.82).
  • Baseline high/low (full period): 53.89 in February 2025; 32.29 in September 2025.
  • Seasonal shape (baseline): costs typically rise through Q4 and crest in Q1—peaking in February—then ease into summer and late Q3.
  • Relative positioning of Great Britain vs. baseline by month (overlap only):
  • Oct 2024: 19.45 vs 46.67 (−58% below market).
  • Nov 2024: 38.86 vs 43.19 (−10% below market).
  • Jan 2025: 141.04 vs 52.31 (+170% above market; one-time spike).
  • Feb 2025: 16.91 vs 53.89 (−69% below market).
  • Mar 2025: 12.61 vs 52.61 (−76% below market).
  • May 2025: 21.99 vs 50.97 (−57% below market).
  • Jun 2025: 30.48 vs 46.96 (−35% below market).
  • Volatility contrast: Great Britain’s month-to-month shifts average ~98% versus ~7.5% globally, indicating far more variability than the global pattern.

What marketers should note about seasonality and spikes

  • The global baseline confirms familiar seasonality: higher costs around late Q4 and into Q1, with a February high and a gradual step-down toward summer and early fall.
  • Great Britain follows part of that trajectory with a January surge, but then deviates with exceptionally low February–March costs before rebounding into May–June.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry IT Services & Outsourcing and Great Britain 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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.

United Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

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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