Facebook Ads Cost Per Purchase Benchmarks for Public Safety

Introduction

Public Safety advertising across all countries showed a year defined by extremes in Cost Per Purchase (CPP) — surging to expensive highs early in the year, cooling through summer, then collapsing to a single-month low in September before stabilizing into Q4. Compared to the global benchmark, Public Safety ran consistently above market almost every month, with one notable exception in September. Volatility was the other headline: swings were large and frequent, unlike the steady baseline.

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 across all countries compared to the global benchmark.

The story in the data

Public Safety CPP opened 2025 at $198.06 in January and closed at $71.43 in December — a 64% decline across the year. The annual average landed at $95.94 across 11 reported months (April unavailable), with a wide range from the $27.65 low in September to the $198.06 peak in January.

The most dramatic moves clustered around the bookends of the year:

• From January to February, CPP fell 65% (down 130 points), then rebounded 114% in March to $146.39.
• After a missing April, costs stayed elevated in late spring and early summer — May at $118.87, June at $102.78, July at $102.04.
• August eased to $89.81 before a sharp September drop to $27.65 (−69% month over month).
• CPP then climbed back 164% in October to $72.94, dipped to $56.82 in November, and ended at $71.43 in December.

Month-to-month volatility averaged $41.63 — sharp swings relative to the $95.94 average, signaling a choppy market for Public Safety purchases.

Seasonal and monthly dynamics

The rhythm of the year skews toward first-half strength and late-summer softness:

• Q1 was turbulent but expensive on average ($137.65), punctuated by a high in January and a snapback in March.
• Spring and early summer held a high plateau (May–July hovered between $102 and $119).
• Late summer cooled, culminating in the September trough — the clear outlier for the year.
• Q4 normalized toward the $57–$73 band, suggesting a return to mid-range CPP after the September reset.

While many categories experience rising competition and costs into Q4, Public Safety’s CPP in this dataset settled into a more moderate range late in the year.

Country vs. Global

Against the global Facebook Ads benchmarks, Public Safety’s CPP across all countries averaged $95.94 versus the global all-industry baseline of $51.59 over the same months — about 86% higher. The gap was widest in January (+273%) and remained elevated through most months: March (+177%), May (+127%), June (+102%), July (+107%), and August (+69%). September was the lone month below the benchmark (−48%), followed by a narrower premium in November (+20%) and a mid-range premium in December (+50%).

The pattern contrast is stark. The global baseline was steady, averaging $51.6 with an average monthly move of just $1.59. Public Safety’s CPP was roughly 26 times more volatile, with a $170 spread between its annual low and high. Globally, 2025 costs edged down gently from January ($53.15) to December ($47.62), while Public Safety traced a steeper arc: high, collapse, and recalibration.

Closing

Understanding Facebook Ads Cost Per Purchase benchmarks for the Public Safety industry across all countries highlights a year of elevated, highly volatile CPP versus a steady global baseline. These CPP trends provide a clear lens to evaluate country-specific ad costs and compare industry ad performance against global patterns.