Facebook Ads Cost Per Purchase Benchmarks in Netherlands

Introduction

Across all industries in the Netherlands, Facebook Ads cost-per-purchase (CPP) moved well above the global benchmark for most of the year, with a mid-year trough and a sharp year-end surge. The market opened elevated, dipped through summer, and then climbed decisively into December, diverging from a globally easing backdrop. Volatility was a defining feature: month-to-month swings were large, and several spikes and dips punctuated the trend.

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 all industries in the Netherlands compared to the global benchmark.

The story in the data

The Netherlands started 2025 at 87.95 and finished at 106.63, a 21% lift from January to December. The annual average CPP landed at 70.5, versus a global average of 51.4. The local high arrived in December (106.63), while the low hit in July (45.48), producing a wide annual range of about 61 points. In contrast, the global series ranged narrowly from 54.80 (February high) to 45.08 (December low).

The monthly rhythm was choppy. Notable moves included a steep May-to-June drop (−24 points), followed by a July bottom, then a sizable August rebound (+39% vs. July). September climbed again (75.40), only to fall in October (53.94) and then surge twice: +20 points into November and +32 points into December. On average, the Netherlands experienced a 17.4-point absolute swing month to month—an order of magnitude more volatile than the global benchmark’s 1.8-point average shift.

Quarterly medians underscore the arc: Q1 averaged 72.0, Q2 70.4, Q3 61.3 (the softest stretch), and Q4 78.3 (the priciest quarter), with December’s spike driving the finish.

Seasonal and monthly dynamics

Seasonality divided the year into clear chapters. Early-year CPP was elevated but easing into spring. Late Q2 and early Q3 were softer, culminating in July’s annual low. From there, momentum rebuilt: August regained ground, September extended the rise, and Q4 accelerated sharply, capped by December’s peak.

Globally, the picture was steadier and consistently downward. The benchmark hovered in the low-50s through midyear and continued to soften into Q4, reaching its lowest point in December. In other words, while country-specific ad costs in the Netherlands climbed into year-end, the broader market saw a gentle slide, suggesting local dynamics cut against typical late-year pressures seen in other markets.

Netherlands vs. Global

Relative to global Facebook Ads benchmarks, the Netherlands ran higher in 11 of 12 months. The sole exception was July, when the Netherlands dipped 7.5% below the global CPP. The narrowest positive gap came in October, when the Netherlands sat only 2% above the benchmark. At its widest, the gap reached 137% in December. Across the full year, the Netherlands averaged a 37% premium to the global CPP.

Trend lines moved in opposite directions: the global benchmark fell 15% from January to December, while the Netherlands rose 21%. The Dutch series was also markedly more volatile, registering frequent double-digit shifts compared to the global market’s small, incremental steps.

Closing

In sum, Facebook Ads cost-per-purchase benchmarks across all industries in the Netherlands show a high-cost, high-volatility year with a pronounced Q4 surge against a globally softening trend. Understanding these CPP patterns—alongside related CPC trends, CPM analysis, and CTR performance—helps frame industry ad performance and country-specific ad costs in the Netherlands relative to the global benchmark.