Facebook Ads Cost Per Purchase Benchmarks for SaaS & Cloud Platforms

Introduction

Across all available countries, Cost per Purchase (CPP) for SaaS & Cloud Platforms ran well above the global, all‑industry benchmark and moved with sharper swings. The year’s story opens with a December trough, then a strong climb into an April peak, followed by a steady cool‑down and a modest October rebound. Volatility was pronounced, with a five‑month stretch of elevated costs in late spring and summer. 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

CPP for SaaS & Cloud Platforms averaged $155 over the 12-month window, starting at $120 in November 2024 and closing at $145 in October 2025—about a 20% lift from start to finish. The low arrived in December at $95, quickly reversing to $121 in January and $144 in March before surging to the annual high of $215 in April. From there, costs eased: $200 in May, $190 in June, $187 in July, and $181 in August, followed by a sharper reset to $142 in September and a mild October uptick to $145.

Month-to-month movement was sizable. The average absolute swing was about $20, nearly 13% of the annual average, with the largest single jump from March to April (+$71, +49%). The range between the annual high and low was wide at roughly $120, underscoring a market that oscillated between bargain acquisition in December and peak costs in late spring.

Seasonal and monthly dynamics

Seasonality appeared inverted at year-end—CPP softened into December, then accelerated through Q1 and peaked in April. The period from April through August formed a high plateau, consistently above the annual average, though gradually easing month by month (−16% from April’s peak to August). Late Q3 marked a sharper correction (−22% from August to September), followed by a modest stabilization into October.

While many categories experience tighter Q4 conditions, this dataset shows SaaS & Cloud Platforms hitting their lowest CPP in December, then building momentum into spring before tapering across summer—an acquisition rhythm that frames a high-cost midyear and a softer bookend.

Country vs. Global

Relative to the global benchmark across all industries, SaaS & Cloud Platforms were structurally more expensive and more volatile:

• Average CPP: $155 for SaaS vs. $49 for the global benchmark—about 3.1x higher (+215%).
• Volatility: average monthly absolute change of $20 for SaaS vs. $2.6 globally—roughly 8x larger in dollar terms (and more than 2x larger relative to each series’ average).
• Range of premium: the narrowest gap appeared in December (+90% above global at $95 vs. $50), while the widest gap landed in April (+316% at $215 vs. $52).
• Global trendline remained relatively flat (averaging $49, peaking near $54 in February, and ending at $43), whereas SaaS rose through spring, settled into a midyear plateau, and then eased into early Q4.

In short, the global benchmark stayed steady (+2% from November to October), while SaaS & Cloud Platforms moved higher (+20%) and with decidedly choppier cadence.

Closing

These Facebook Ads benchmarks for Cost per Purchase highlight how industry ad performance in SaaS & Cloud Platforms across all countries diverges from the broader market—higher, peakier, and more variable than global norms. Understanding Cost per Purchase trends alongside CPC trends, CPM analysis, and CTR performance helps quantify country‑specific ad costs and compare SaaS acquisition efficiency to global patterns.