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Facebook Ads Cost Per Purchase Benchmarks for Public Administration in India

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Cost Per Purchase for Public Administration in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry Public Administration and target country India compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • No monthly observations were available for the selected cohort (Public Administration in India) in the period analyzed, so relative positioning versus the global baseline cannot be computed.
  • The global baseline shows a mid-year softening and a sharp September dip after elevated costs in December–February. Average cost-per-purchase across the period was 47.82, with a high of 53.89 in February 2025 and a low of 32.29 in September 2025.
  • From the first to the last month, the baseline declined 30.8%, driven largely by a pronounced August-to-September drop.

Data coverage

  • Metric: cost-per-purchase (median, monthly)
  • Industry: Public Administration (selected cohort)
  • Country: India (selected cohort)
  • Benchmark: global baseline

Selected cohort availability (Public Administration, India)

  • The selected_data time series contains no values for the months provided. As a result, averages, highs/lows, and volatility for Public Administration in India cannot be summarized for this window.
  • All comparative comments below use the global baseline as directional context; no “above market” or “below average” statements are possible for the selected cohort without observed data.

Global baseline trend (directional benchmark)

  • Average across period: 47.82
  • High: 53.89 (February 2025)
  • Low: 32.29 (September 2025)
  • Change from first to last month: -30.8% (46.67 in October 2024 to 32.29 in September 2025)
  • Volatility:
  • Average month-to-month absolute movement: 3.25 (≈6.8% of the period average)
  • Largest monthly swing: -13.40 from August to September 2025
  • Notable spikes/dips:
  • December 2024 rose sharply versus November (+8.34), continuing into Q1 with elevated levels through February (53.89 peak).
  • A persistent softening from April through August culminated in a pronounced September dip (32.29), the lowest point of the period.

Seasonality and pattern recognition

  • The baseline reflects common seasonal dynamics for Facebook Ads:
  • Costs rose into December and remained elevated through January–February, aligning with holiday and early-year demand.
  • Mid-year moderation: April to August trended down modestly month-to-month (-0.6 to -4.0), before a steep September drop.
  • These patterns indicate that, globally, cost-per-purchase typically increases around Q4–Q1 and eases in late Q2 through Q3.

Relative positioning versus the global market

  • Public Administration in India: No observed data points; therefore, relative positioning (“above market,” “below average,” or “in line with overall trends”) cannot be determined for this period.
  • Global reference: 47.82 average cost-per-purchase, with elevated costs in December–February and the lowest level in September.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Public Administration and India helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Public Administration industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting India, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.

Why we use median instead of average

We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.

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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

What's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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