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Facebook Ads Cost Per Purchase Benchmarks for Recreation and Travel in Israel

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Cost Per Purchase for Recreation and Travel in Israel

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: Recreation and Travel in Israel vs. global

This analysis looks at cost-per-purchase trends for industry Recreation and Travel and target country Israel 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

  • Overall positioning: Israel’s Recreation and Travel cost-per-purchase was above market on average in Q4 2024, running about 2.12x (+112%) higher than the global baseline across September–November, before dropping below market in December.
  • Volatility: The selected time series was highly volatile, with an average absolute month-to-month change of ~47.6% versus ~9.0% in the baseline.
  • Seasonal shape: Unlike the global baseline, which rose into December, Israel showed a November spike followed by a sharp December dip.

Selected data overview (Israel, Recreation and Travel)

  • Period covered: 2024-09 to 2024-12
  • Average: 99.60
  • High: 160.45 (Nov 2024)
  • Low: 23.83 (Dec 2024)
  • Range: 136.62
  • Month-to-month changes:
  • Sep → Oct: -4.4% (109.44 → 104.66)
  • Oct → Nov: +53.3% (104.66 → 160.45)
  • Nov → Dec: -85.1% (160.45 → 23.83)
  • Change from first to last month: -78.2% (Sep → Dec)
  • Notable movements: A pronounced spike in November and a steep decline in December.

Comparison to the global baseline

  • Overlap period (2024-09 to 2024-12) baseline stats:
  • Average: 47.00
  • High: 51.53 (Dec 2024)
  • Low: 43.19 (Nov 2024)
  • Change Sep → Dec: +10.6%
  • Month-to-month absolute moves: ~0.2%, 7.5%, 19.3% (avg ~9.0%)
  • Relative positioning by month:
  • Sep: 109.44 vs 46.60 → +135% above baseline
  • Oct: 104.66 vs 46.67 → +124% above baseline
  • Nov: 160.45 vs 43.19 → +271% above baseline
  • Dec: 23.83 vs 51.53 → -53.7% below baseline
  • Summary: Israel’s Recreation and Travel costs were consistently above market through November, then fell significantly below the global benchmark in December. On average across Q4, the selected series ran 2.12x higher than the baseline.

Seasonal patterns and volatility

  • Q4 pattern: The global baseline shows a modest December uplift after a soft November, consistent with holiday-period pressure. In contrast, Israel’s Recreation and Travel segment surged in November and then sharply corrected in December.
  • Extended baseline context: Outside the Q4 overlap, the global baseline trends downward through 2025, from 52.31 in January to 32.29 by September, indicating broader market softening after the holiday period.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Recreation and Travel and Israel 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 Recreation and Travel industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Israel, 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.

Israel Advertising Landscape

National Holidays

Apr 13–19Passover
May 1Independence Day
Jun 2Shavuot
Sep 23–24Rosh Hashanah
Oct 2Yom Kippur
Oct 7–14Sukkot

Key Shopping Season

Passover (April), Sukkot and Fall holidays (Sept–Oct), Hanukkah (December)

Potential Advertising Impact

CPM and CPC might rise during Passover as consumers prepare homes and plan meals. Fall holiday cluster may see media consumption fluctuate—consumers often offline during holidays, but prior week advertising demand may peak. Yom HaAtzmaut might spark tourism and leisure engagement. Hanukkah could drive e‑commerce CPMs for toys and electronics.

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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