Facebook Ads Cost Per Purchase Benchmarks for Public Administration

Introduction

Across all countries, Facebook Ads cost per purchase held a tight, low‑$50s range through 2025 before a dramatic reset at the start of 2026. The year’s story reads as a gradual easing from a February peak into a mid‑year trough, a late‑summer rebound, and then a pronounced step‑down in November—followed by January 2026 costs nearly halving versus December. 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 Public Administration in all countries compared to the global benchmark.

The story in the data

The global benchmark opened 2025 at $53.15, climbed to a yearly high of $54.77 in February, and closed December at $47.62—about 10% lower than January. For the full year, the median cost per purchase averaged $51.65, spending most months between $49 and $55. The low point of 2025 landed in November at $47.32, 14% below the February peak.

Month to month, movements were mostly modest. Average absolute volatility across 2025 was $1.59 per purchase, with only two outsized shifts: a +$4.03 jump from July to August (49.18 to 53.21) and a -$5.49 compression from October to November (52.80 to 47.32). December saw a slight uptick (+$0.31), holding costs essentially flat at the trough. Then came the reset: January 2026 dropped to $25.15, down 47% month over month and 53% below January 2025, pulling the 13‑month average to $49.61.

Seasonal and monthly dynamics

Seasonality showed a clear rhythm. Q1 2025 was the most expensive quarter (average $53.61), with costs easing through Q2 (average $51.88) and dipping to the mid‑$49s by July. Late summer brought a rebound, with August and September both in the $53.2 range before a gentle cooling in October (−$0.42). Q4 was defined by compression: November marked the yearly low, and December held near that level with a marginal increase. The new year reset in January 2026 broke the prior band entirely, delivering the period’s lowest point.

Country vs. Global

Because this cut represents Public Administration across all countries, the cross‑industry global benchmark provides the direct context. The market baseline averaged $51.65 in 2025, ranged from $47.32 to $54.77, and exhibited moderate volatility ($1.59 average monthly move)—a steady backdrop punctuated by two notable breaks: the late‑summer lift and the November step‑down. Including January 2026, average monthly movement rises to $3.33, highlighting how exceptional the new‑year reset was relative to 2025’s steadiness. Over the observed window, the benchmark fell roughly 10% from January to December 2025, 14% from the February high to November low, and 47% from December to January 2026.

Closing

In summary, Facebook Ads benchmarks for cost per purchase show a contained, low‑$50s market across 2025 with a sharp reset in early 2026. Understanding cost per purchase trends for Public Administration across all countries—within the context of the global baseline—helps situate country‑specific ad costs and industry ad performance alongside broader CTR performance, CPC trends, and CPM analysis patterns observed worldwide.