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Facebook Ads Cost Per Purchase Benchmarks for Public Administration in New Zealand

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Cost Per Purchase for Public Administration in New Zealand

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 New Zealand compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • The selected dataset (Public Administration in New Zealand) contains no qualifying observations for the period provided, so no direct local statistics can be reported.
  • The global baseline shows an average cost-per-purchase of 47.82, with a high of 53.89 in February 2025 and a low of 32.29 in September 2025.
  • Volatility in the baseline is moderate overall (average month-to-month absolute change ~7%), with a notable December spike (+19% vs. November) and a sharp September dip (-29% vs. August).
  • Seasonality is evident: costs rise in late Q4 and remain elevated into early Q1, then ease through mid-year before dropping sharply in September.

What was analyzed

  • Metric: cost-per-purchase (median, monthly)
  • Industry: Public Administration
  • Country: New Zealand
  • Comparison: selected data (New Zealand, Public Administration) versus the global baseline (all industries, all countries)

Selected dataset overview (New Zealand, Public Administration)

  • No monthly observations were available for the selected dataset within the period provided.
  • As a result, averages, highs/lows, volatility, and first-to-last change cannot be calculated for the selected sample.

Global baseline overview (directional context)

  • Average (Oct 2024–Sep 2025): 47.82
  • High: 53.89 in February 2025
  • Low: 32.29 in September 2025
  • Range: 21.60
  • First-to-last change: down 30.8% (from 46.67 in October 2024 to 32.29 in September 2025)
  • Volatility: average month-to-month absolute change ~6.98%
  • Notable movements:
  • December 2024: +19.3% vs. November (51.53 vs. 43.19)
  • September 2025: -29.3% vs. August (32.29 vs. 45.69)

Seasonality and pattern highlights

  • Q4 pattern: After a softer November, costs rose into December, aligning with typical holiday-period pressure on auctions.
  • Early Q1: Elevated levels continued in January–February, peaking in February.
  • Spring–summer: Gradual easing from March through August, with relatively small month-to-month changes (generally ~1–8%).
  • Late Q3: A pronounced drop in September marks the lowest point in the series.

Comparison: selected dataset vs. global baseline

  • Because the New Zealand Public Administration sample has no data points in the period, direct “above market,” “below average,” or “in line with overall trends” positioning cannot be determined.
  • The global baseline therefore serves as the only available directional benchmark for this timeframe.

Understanding COST_PER_PURCHASE benchmarks on Facebook Ads in industry Public Administration and New Zealand 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 New Zealand, 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.

New Zealand Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 2Day after New Year's Day
Feb 6Waitangi Day
Apr 18Good Friday
Apr 21Easter Monday
Apr 25ANZAC Day
Jun 2King's Birthday
Jun 20Matariki
Oct 27Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)

Potential Advertising Impact

CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.

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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