Facebook Ads Cost Per Purchase Benchmarks for Public Safety

Key takeaways

• Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, Public Safety (All countries available) shows cost per purchase levels well above the global trend and markedly more volatile.
• Across the observed window (Feb–May 2025), the Public Safety median cost per purchase averaged 116.17, compared with 52.26 for the global baseline in the same months (+122% above market).
• The selected series swung sharply month to month (+64% in March, −59% in April, +182% in May), while the global baseline moved slightly downward each month (about −2% to −2.5% changes).
• Seasonal patterns in the global data indicate higher costs around Q4 and early Q1, then easing into late spring and summer; the selected Public Safety series did not follow that gentle decline and instead spiked sharply in May.

What this report covers

This analysis looks at cost per purchase trends for industry Public Safety and target country All countries available compared to the global trend. Results are based on median monthly values.

Public Safety (All countries available): in-series highlights

• Average (Feb–May 2025): 116.17
• Median: 117.76
• High: 169.19 (May 2025)
• Low: 59.97 (April 2025)
• Range: 109.22 across the period
• Volatility (average absolute month-to-month change): ~102%
• Feb → Mar: +64%
• Mar → Apr: −59%
• Apr → May: +182%
• Change from first to last month: +90% (Feb 89.14 → May 169.19)
• Notable movements:
• March surge to 146.39 after February’s 89.14
• April dip to 59.97
• May spike to a new high of 169.19

Comparison to the global baseline

Overlapping months (Feb–May 2025):

• Global baseline average: 52.26; high 53.89 (Feb); low 50.97 (May)
• Month-to-month moves were modest: −2.4% (Feb→Mar), −2.0% (Mar→Apr), −1.2% (Apr→May), resulting in a −5.4% decline from February to May.

Relative positioning by month:

• February: 89.14 vs 53.89 → +65% above baseline
• March: 146.39 vs 52.61 → +178% above baseline
• April: 59.97 vs 51.57 → +16% above baseline
• May: 169.19 vs 50.97 → +232% above baseline

Overall positioning:

• Average level: +122% above the global baseline over Feb–May.
• Volatility: far higher than the global series, which remained relatively steady.
• Against the broader global year: the global baseline over Oct 2024–Sep 2025 averaged 47.82 (high 53.89 in Feb; low 32.29 in Sep), reinforcing that the Public Safety selected data sat substantially above typical global levels.

Seasonal context

• Global trend: costs typically rise into Q4 and early Q1 (Oct 46.67 → Dec 51.53 → Jan 52.31 → Feb 53.89), then gradually ease into spring and summer (May 50.97, falling further through September 32.29).
• Public Safety (All countries available) diverged from that smooth easing, dropping in April but spiking to a period high in May.

Understanding cost per purchase benchmarks on Facebook Ads in industry Public Safety and All countries available helps advertisers make more efficient budget and creative choices.