Facebook Ads Cost Per Purchase Benchmarks for Public Safety

Introduction

Public Safety’s cost-per-purchase ran materially above the baseline over this period, with sharp summer peaks and a deep September correction that set the tone for a choppy second half and a modest rebound into early 2026. 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 Safety in All countries available compared to the global benchmark.

The story in the data

Cost per purchase (COST_PER_PURCHASE) for Public Safety averaged about $80.23 across the 10-month window (June 2025–March 2026). Values ranged from a high of $109.83 in June 2025 down to a low of $52.41 in September 2025. The series began at roughly $109.83 and finished at $68.84 — a net decline of about 37% from start to finish.

The month-to-month profile tells the momentum story: modest easing from June to July (−7.1%), a small uptick into August (+5.1%), then a dramatic collapse into September (≈ −51%). September’s trough was followed by the largest single-month rebound (September→October, ≈ +57%). Subsequent months were choppy: October→November (−29.7%), November→December (+49.8%), then a gradual softening into February before a March uptick (+20.9%).

Volatility is a defining feature: absolute monthly swings averaged roughly 28.7% — large moves versus most ad-cost series and noticeably higher than the baseline.

Seasonal and monthly dynamics

The series shows a heavy summer pressure (June–August) with elevated peaks, a sharp correction in September, and a volatile Q4 that alternates between spikes and pullbacks. December remained elevated relative to autumn lows, while early 2026 trade shows settling into mid-range levels with intermittent rebounds. In short, the rhythm is high summer peaks → abrupt September correction → choppy recovery through Q4 → mixed early-Q1 movement.

This pattern aligns with cyclical budget and competitive shifts often visible in paid channels, producing uneven month-to-month momentum rather than a smooth seasonal curve.

Country vs. Global

Against the baseline (global median for the same months ≈ $50.65), Public Safety was generally above market. The average gap was about +58.5% (Public Safety $80.23 vs baseline $50.65). Month-by-month the premium varied: extremely elevated in June (+124%), July (+108%), August (+105%), then nearly convergent in September (−1% vs baseline). From October through March the premium fluctuated between roughly +13% (Feb) and +75% (Dec).

Volatility comparison sharpens the contrast: Public Safety’s average absolute monthly change of ~28.7% versus the global series’ ~4.6% — Public Safety showed roughly six times the month-to-month movement of the baseline. In language familiar to media strategists, the category was “above average” on cost and “more volatile” in pacing than the global benchmark.

Closing

This summary highlights Facebook Ads benchmarks for cost-per-purchase in Public Safety across All countries available, positioning the metric within broader discussions of CPC trends, CPM analysis, and CTR performance as complementary lenses on industry ad performance and country-specific ad costs. Understanding cost-per-purchase benchmarks for Public Safety in All countries available clarifies how conversion costs moved relative to the global market.