Facebook Ads Cost Per Purchase Benchmarks for SaaS & Cloud Platforms

Introduction

Across all countries, SaaS & Cloud Platforms posted markedly higher Facebook Ads benchmarks for cost per purchase than the global, all‑industry baseline. The year told a clear story: a soft start, a forceful spring lift peaking in April, a late‑summer cooldown that stabilized into fall, and a December dip before a January rebound. Volatility was a defining characteristic for SaaS—bigger swings than the broader market, with several standout months widening the gap.

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 SaaS & Cloud Platforms across all countries compared to the global benchmark.

The story in the data

For SaaS & Cloud Platforms (all countries), cost per purchase averaged about $171 across the period. It opened at $124 in January 2025, touched a yearly low of $121 in February, then surged to a peak of $218 in April—nearly an 80% lift off the February low. After spring, costs eased: $200 in May, $194 in June, and $181–$180 across July–August. September marked a deeper dip to $154 before costs climbed again into October–November ($176 and $190), and then pulled back to $149 in December. January 2026 rebounded to $187, ending roughly 50% higher year over year versus January 2025.

The monthly range was wide—$121 to $218—representing a swing of about 57% of the average level. Month‑to‑month moves averaged roughly $23, with the sharpest shifts clustered around the spring run‑up (March to April +$76) and the year‑end reset (November to December −$41, then +$38 into January 2026).

The global, all‑industry baseline was far steadier through 2025, averaging about $50. It hovered tightly around $50–$55 most of the year, softened into November–December ($47–$48), and then fell sharply to $25 in January 2026. Baseline month‑to‑month changes averaged just $3, underscoring how much more turbulent SaaS costs were.

Seasonal and monthly dynamics

Seasonally, SaaS costs built through late Q1 and cresting in April, a familiar spring pressure point. The middle of the year cooled and largely plateaued in the $180–$200 band. Q4 was mixed: a firm October–November followed by a December dip, then a swift January rebound. The baseline showed a different rhythm—remarkably flat for most of 2025, modestly lower in late Q4, and then an outsized January reset.

Country vs. Global

SaaS & Cloud Platforms ran well above market at every point. In 2025, SaaS averaged about $169 versus a $52 global average—roughly 3.3x higher. The gap narrowed at the start (February was the tightest month at 2.2x the global level) and widened during stress points: about 4.2x in April, 4.0x in November, and a dramatic 7.4x in January 2026 as the global median dropped to $25 while SaaS rebounded to $187. Volatility in SaaS ($23 average monthly swing) was about seven times the baseline’s ($3), reflecting more pronounced peaks and troughs. Year over year, January costs rose ~50% for SaaS but fell ~53% for the global benchmark, further expanding the spread.

Closing

In short, cost per purchase for SaaS & Cloud Platforms across all countries was consistently above the market, with a pronounced spring peak, mid‑year cooling, and a year‑end dip before a January rebound. These Facebook Ads benchmarks sit within a broader performance context that marketers often pair with CPC trends, CPM analysis, and CTR performance to understand country-specific ad costs and industry ad performance. Understanding cost per purchase benchmarks for SaaS & Cloud Platforms across all countries helps quantify how this category compares to global patterns over the year.