Facebook Ads Cost Per Purchase Benchmarks for Public Administration

Introduction

Across 2025, cost per purchase showed a clear downtrend, with a mid-year rebound and a sharp late-year correction that set a new low. The curve started elevated, eased through mid-year, briefly rallied into September, then fell hard in November and December. Volatility was moderate most months, punctuated by a few outsized moves that defined the year’s story.

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

Looking at the global benchmark for cost per purchase, the year opened high and ended materially lower. January came in at $53.25 and February set the annual high at $54.80. From there, the metric eased: March ($52.92) and April ($52.34) held near-term stability, with May essentially flat at $52.40. By June, costs slipped to $50.82 and reached the summer low in July at $49.18.

A short-lived rally followed. August jumped to $52.97 and September held firm at $53.22, effectively retesting January levels. October softened to $52.67 before the year’s most dramatic shift: November fell to $47.16 (the largest single-month decline) and December set the annual low at $45.08.

Across the full year, the benchmark averaged $51.40, with eight of twelve months printing above that mean. Peak-to-trough movement ran about $9.72, a 17.8% swing from February’s high to December’s low. Month-over-month volatility averaged 1.77 points, with typical moves under two dollars; the standouts were August’s +$3.79 lift from July and November’s −$5.51 slide from October.

Seasonal and monthly dynamics

The pattern tracked a familiar performance arc: strength early in the year, softness into midsummer, a late-Q3 rally, and a pronounced Q4 decline as competition intensifies and conversion costs typically rise for some objectives while purchase efficiency can diverge. Q1 averaged $53.66, the high-water mark for 2025. Q2 and Q3 were similar at $51.85 and $51.79, respectively—steady but below the early-year peak. Q4 broke from that stability, averaging $48.30, roughly 10% below Q1.

Within that rhythm, two inflection points stand out. First, the July low at $49.18 set the stage for August–September’s rebound back above $53. Second, the October-to-November step-down signaled a decisive regime shift that carried through December’s new low at $45.08.

Country vs. Global

Because this view aggregates all countries, the global benchmark effectively represents the “market” backdrop for Public Administration. While the industry-specific monthly medians across all countries are not provided in this cut, the benchmark trend supplies context: a gentle first-half cooling, a short Q3 recovery, and a sharper Q4 correction. Any gap between Public Administration and the overall market would likely be most visible in late Q4 when the benchmark fell 10% quarter over quarter; absent the industry-only series, that delta isn’t directly measurable here, but the timing of inflections and the magnitude of swings offer a directional frame for country-specific ad costs and industry ad performance.

Closing

In summary, Facebook Ads benchmarks for cost per purchase in 2025 showed a high in February, a brief late-summer rally, and a decisive Q4 decline, averaging $51.40 for the year with 1.77-point monthly volatility. Understanding Facebook Ads cost per purchase benchmarks for the Public Administration industry across all countries helps contextualize CPP trends alongside broader CPM analysis, CPC trends, and CTR performance in the global market.