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Facebook Ads Cost Per Purchase Benchmarks for Public Safety in Australia

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Cost Per Purchase for Public Safety in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

This analysis looks at cost per purchase trends for industry Public Safety in Australia compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Main takeaways

  • Public Safety in Australia ran above market on cost per purchase across Q4 2024: average $177.66 vs a global baseline of $47.13 (+3.8x).
  • Volatility in Australia was high, with a +42% jump from October to November followed by a -72% drop into December; the average absolute month-to-month move was ~57% vs ~13% for the baseline.
  • Seasonal pattern: both series show Q4 movement typical of holiday periods, with Australia spiking in November and the baseline rising into December. The Australian series then cooled sharply in December, narrowing the gap to the baseline.

Public Safety in Australia: what the selected data shows

  • Period covered: October–December 2024.
  • Average cost per purchase: $177.66.
  • High/low: peak $268.49 in November 2024; low $75.67 in December 2024; range $192.82.
  • Month-to-month changes:
  • October → November: +42.2% (from $188.83 to $268.49).
  • November → December: -71.8% (to $75.67).
  • Overall change from first to last month: -60.0% (October → December).
  • Volatility: pronounced, with one notable spike (November) and a sharp correction in December.

How Australia compares with the global baseline

  • Overlapping period (October–December 2024) baseline:
  • Average: $47.13; high $51.53 (December), low $43.19 (November); range $8.34.
  • Month-to-month: -7.5% in November, then +19.3% into December; Oct→Dec +10.4%.
  • Relative positioning by month:
  • October: Australia $188.83 vs baseline $46.67 (≈4.0x above market).
  • November: Australia $268.49 vs $43.19 (≈6.2x above market).
  • December: Australia $75.67 vs $51.53 (≈1.47x above market).
  • Volatility comparison:
  • Australia average absolute MoM change ≈57% vs baseline ≈13%, indicating substantially higher variability in Australia during Q4.
  • Net result: Across Q4 2024, Public Safety in Australia was consistently above average, peaking most sharply in November before converging somewhat toward the baseline in December.

Baseline context and seasonality

  • The global baseline shows a Q4 lift into December 2024 ($51.53), then holds in the low-$50s in early 2025 ($52.31 in January, $53.89 in February) before easing through mid-year (mid-to-high $40s by July–August) and dipping notably in September 2025 ($32.29). This aligns with typical seasonal patterns where costs often rise around holiday periods and soften afterward.

Understanding COST_PER_PURCHASE benchmarks on Facebook Ads in industry Public Safety and Australia 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 Safety industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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.

Australia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 27Australia Day (observed)
Apr 18‑21Easter weekend
Apr 25Anzac Day
Jun 9King's Birthday
Oct 6Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)

Potential Advertising Impact

Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.

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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