Facebook Ads Cost Per Purchase Benchmarks for Public Administration

Introduction

Across all countries, Facebook Ads cost per purchase showed a clear two-act story over the last 13 months: an early-year lift to a February peak, a measured cool-down through summer, and then a sharp late‑year reset. The global benchmark climbed from $42.73 in November 2024 to a high of $53.81 in February 2025, averaged $48.06 for the period, and ultimately fell to a low of $30.61 in November 2025. Volatility was moderate most of the year but spiked into Q4. 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 across all countries compared to the global benchmark. The industry-level time series for the selected segment is not available for this window, so the global curve serves as directional context.

Section 1: The story in the data

The period opens at $42.73 (Nov ’24) and surges into December (+17% month over month) before extending gains through January and peaking in February at $53.81. From March to May, cost per purchase holds in a tight band around $51–$52, then eases to $48.23 in June and $46.88 in July. A late‑summer rebound lifts August to $50.41, and September holds close at $49.50. Momentum weakens in October ($45.51), then compresses sharply in November to $30.61 — the steepest single-month movement of the period (−33% vs. October).

Across the 13 months, the benchmark averaged $48.06, with nine of those months printing above the mean — a sign that the late‑year drop pulled the average down. The range between the $53.81 peak and the $30.61 trough spans $23.20, a 43% gap relative to the high. Average month‑to‑month movement measured 3.45 points, with outsized swings concentrated in November and, to a lesser extent, December (+7.17) and October (−3.99). Year over year, November fell from $42.73 to $30.61, a 28% decline.

Section 2: Seasonal and monthly dynamics

Seasonality reads as elevated Q1 performance followed by a gradual mid‑year softening. Q1 2025 averaged $52.80, the strongest quarter, reflecting higher purchase costs that often accompany crowded auctions. Q2 tilted lower to $50.27, then Q3 drifted down to $48.93 with a brief August pulse. Q4 typically tightens as competition rises, but this cycle diverged: October moderated and November broke sharply lower to the cycle’s bottom, creating an atypical late‑year trough in cost per purchase.

Section 3: Country vs. Global

Because the selected segment is Public Administration across all countries and the industry‑specific series is unavailable for this period, direct comparisons to the global all‑industry benchmark cannot be quantified. The global line itself trended from a February high to a softer summer, then a pronounced November reset. From the Q1 average ($52.80) to the Q3 average ($48.93), the global benchmark eased by about 7%, and November stood 28% below the prior year’s level — indicating a broader market deflation in cost per purchase by late 2025.

Closing

Taken together, these Facebook Ads benchmarks show how cost per purchase evolved across all countries, offering directional context for Public Administration industry ad performance. Understanding Facebook Ads cost‑per‑purchase benchmarks for the Public Administration industry across all countries helps teams interpret country‑specific ad costs within broader CPC trends, CPM analysis, and CTR performance patterns relative to global market movements.