Facebook Ads Cost Per Purchase Benchmarks in Netherlands

Introduction

Across all industries in the Netherlands, Facebook Ads cost per purchase (CPP) ran materially above the global benchmark, but with far sharper swings month to month. The period opened high in late 2024, surged to a new peak in January, then unwound through mid‑year before a September spike and an abrupt reset in October. This mix of elevated levels and pronounced volatility set the Netherlands apart from steadier global CPP trends. 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 began at $65.86 in November 2024 and closed at $40.13 in October 2025, a 39% decline from start to finish. The year’s high was January’s $88.85; the low arrived in October at $40.13, marking a 55% swing from peak to trough. The full‑period average was $66.28.

Key movements shaped the narrative:

• November → December lifted to $72.17 (+10%), then accelerated to January’s $88.85 (+23%).
• A multi‑month comedown followed: February ($69.68) and March ($58.39).
• A brief reprieve into April–May ($73.26 and $82.70) reversed sharply in June ($56.10, −26% vs. May) and July ($42.51).
• Late Q3 turned volatile again: August rebounded to $62.62, September spiked to $83.13 (+33% m/m), then October fell to $40.13 (−52% m/m).

Month‑to‑month volatility averaged $18.3 in the Netherlands—far above the global benchmark’s $2.6—highlighting a choppier purchasing cost environment locally than worldwide.

Seasonal and monthly dynamics

Seasonality came through in familiar places, though with outsized amplitude. Q4 2024 ran elevated (Nov–Dec average: $69.01), and CPP crested in January (often a dynamic inflection month) before easing into late Q2 and a July trough. The third quarter was uneven—July’s softness, August’s recovery, and September’s surge—followed by an October reset to the period’s low. Globally, cost per purchase climbed steadily into February, saw mild relief into summer, a small August uptick, and a measured softening into October.

Country vs. Global

On average, the Netherlands’ CPP of $66.28 stood 34% above the global all‑industry benchmark of $49.33—a premium of roughly $16.95 per purchase. The gap varied widely:

• Narrowest positive spread: March, when the Netherlands hovered about 11% above global.
• Widest spread: January and September, both about 70% above market levels.
• Below‑benchmark moments were rare: July (−10% vs. global) and October (−7%).

Trajectory also diverged. Global CPP rose into February (+26% from November) and then drifted lower into October, ending slightly above its November level. The Netherlands moved more dramatically—peaking in January, falling through mid‑year, spiking in September, and closing well below its starting point.

Closing

For Facebook Ads benchmarks, country-specific ad costs, and industry ad performance, the Netherlands shows a distinctive CPP profile: higher-than-market levels with markedly greater volatility. Understanding cost per purchase trends across all industries in the Netherlands—alongside global Facebook Ads CPP benchmarks—clarifies how local dynamics diverge from steadier worldwide patterns.