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Facebook Ads Cost Per Purchase Benchmarks for Public Safety in Netherlands

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Cost Per Purchase for Public Safety in Netherlands

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: Public Safety in Netherlands

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

Key takeaways

  • Public Safety in the Netherlands sits well above market: the average cost-per-purchase is 348.26, about 6.8x higher than the global baseline (51.14) across the same months.
  • Volatility is high in the Netherlands series, with an average absolute step change of ~50% between reported months, versus ~4% in the global data.
  • The selected series peaks in February (514.55) and declines to June (198.19), a 37.2% drop from January to June; the baseline eases by 10.2% over the same window.
  • Seasonal context: the global baseline shows a mild cost lift in December, consistent with typical Q4 pressures, before stabilizing and softening into mid-year.

What the Netherlands Public Safety data shows

  • Coverage: January, February, April, May, June 2025 (no data for March).
  • Average: 348.26. Median month values are high and dispersed.
  • High/low: Highest in February at 514.55; lowest in June at 198.19. Range of 316.36.
  • Trend: From January (315.64) to June (198.19), costs fall 37.2%.
  • Volatility (sequential changes using available months):
  • Jan → Feb: +63.0%
  • Feb → Apr: −42.9%
  • Apr → May: +42.8%
  • May → Jun: −52.8%
  • Average absolute change: ~50.4%, indicating pronounced swings.
  • Notable movements: A sharp February spike sets the period high, followed by a sizeable correction into April and another large drop into June.

How it compares to the global baseline

  • Baseline average across the same months (Jan, Feb, Apr, May, Jun 2025): 51.14.
  • High/low baseline: 53.89 in February vs 46.96 in June, a tight range with modest movement.
  • First-to-last change: −10.2% (Jan to Jun), much gentler than the Netherlands decline.
  • Relative level by month, Netherlands vs global:
  • January: ~6.0x above market
  • February: ~9.6x above market
  • April: ~5.7x above market
  • May: ~8.2x above market
  • June: ~4.2x above market
  • Volatility comparison: ~50% average step change for Netherlands vs ~4% for baseline, underscoring materially higher month-to-month variability in the selected series.

Seasonal patterns and context

  • The global baseline shows a mild increase in December relative to adjacent months, aligning with the typical Q4 holiday lift, then a gradual easing into mid-year.
  • Within the Netherlands Public Safety data (Jan–Jun), costs peak early (February) and trend lower into June, while remaining consistently above market.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Public Safety and Netherlands 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 Netherlands, advertisers should consider local market factors and user behavior. 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.

Netherlands Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 26King's Day
May 5Liberation Day
May 29Ascension Day
Jun 8Pentecost Sunday
Jun 9Pentecost Monday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)

Potential Advertising Impact

CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.

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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