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Facebook Ads Cost Per Purchase Benchmarks for Public Administration in United States

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Cost Per Purchase for Public Administration in United States

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 United States compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • United States Public Administration sits well below market throughout the period: the average cost-per-purchase is 2.41 versus a global baseline of 49.24, about 95% lower.
  • Seasonal dynamics differ: the global trend lifts into December–February, while the United States series spikes in October then drops sharply in November and normalizes at lower levels from January onward.
  • Volatility is elevated in the United States series, with an average month-to-month absolute move of roughly 60% across the full window (easing to ~20% from January–August 2025), versus ~5% for the baseline.
  • From the first to last observed month, United States costs fall 88%, while the global baseline edges down about 2%.

Scope and framing

  • Metric: cost-per-purchase
  • Industry: Public Administration
  • Country: United States
  • Comparison: United States series (“selected data”) versus the global baseline for the same months (Oct 2024–Aug 2025) where possible.

Selected data overview (United States, Public Administration)

  • Average: 2.41; median: 1.92.
  • High: 8.22 in October 2024; low: 0.84 in November 2024.
  • First-to-last change: from 8.22 (Oct 2024) to 0.96 (Aug 2025), down 88% overall.
  • Volatility:
  • Full-window average month-to-month absolute change: ~60% (driven by the Oct–Nov swing).
  • From January–August 2025, volatility moderates to ~20% average month-to-month.
  • Notable movements:
  • Sharp drop in November 2024 (−90% vs October), followed by a rebound in December to 3.51.
  • Stabilization January–June 2025 in a 1.6–2.5 band, peaking locally in May (2.45).
  • Gradual decline into late summer, reaching 0.96 in August.

Comparison to global baseline

  • Level comparison:
  • Average baseline: 49.24 (median 50.97); United States average: 2.41.
  • United States runs about 95% below the global level every month in the period.
  • Highs and lows:
  • Baseline high: 53.89 in February 2025; low: 43.19 in November 2024.
  • United States high/low remain far below even the baseline low.
  • Trend and volatility:
  • Baseline month-to-month absolute change averages ~4.7%, indicating a steadier global market.
  • Baseline edges down modestly from October 2024 to August 2025 (−2.1%), while the United States series declines materially.

Seasonal patterns and monthly highlights

  • Baseline seasonality shows a lift into December–February, consistent with higher demand around holidays and early Q1.
  • United States Public Administration does not mirror this fully:
  • October 2024 is the outlier high, followed by a deep November dip and partial December recovery.
  • January–May 2025 holds steady in a low cost band before easing through July–August.
  • Overall positioning: well below market and more variable early in the period, then broadly in line with a low-cost, low-volatility regime from late Q1 onward.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Public Administration and United States 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 United States, advertisers often face higher costs due to high competition and purchasing power. 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.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

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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