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Facebook Ads Cost Per Purchase Benchmarks for SaaS & Cloud Platforms in Australia

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Cost Per Purchase for SaaS & Cloud Platforms in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B in ad spend from our dataset, this analysis benchmarks Facebook Ads cost-per-purchase for SaaS & Cloud Platforms in Australia against a global baseline.
  • Australia’s SaaS & Cloud cost-per-purchase averaged 72.90, which is 52% above the global baseline average of 47.82 — generally above market in 11 of 12 months.
  • Volatility is markedly higher in Australia (average month-to-month absolute change of 23.2%) versus the global trend (7.0%).
  • Seasonal lift is evident in December and mid-year, with a pronounced July peak and a sharp drop in September. The global trend also dips in September, but less dramatically.

What was analyzed

This analysis looks at cost-per-purchase trends for industry SaaS & Cloud Platforms and target country Australia compared to the global trend. The figures represent monthly medians.

Australia (SaaS & Cloud) — selected data highlights

  • Overall level: Average 72.90 across Oct 2024–Sep 2025.
  • Highs and lows:
  • High: 96.43 in July 2025
  • Secondary peak: 94.48 in April 2025
  • Low: 29.64 in September 2025
  • Range: 66.78 between high and low
  • Trend over time:
  • From 68.62 in Oct 2024 to 29.64 in Sep 2025, a −56.8% change.
  • Notable movements:
  • +39.5% from November to December
  • +27.5% from March to April
  • +32.4% from June to July (cycle peak)
  • −66.0% from August to September (sharpest dip)
  • Volatility: Average month-to-month absolute change of 23.2%, indicating a highly variable cost environment.

Global baseline — context

  • Overall level: Average 47.82.
  • Highs and lows:
  • High: 53.89 in February 2025
  • Low: 32.29 in September 2025
  • Range: 21.60
  • Trend over time:
  • From 46.67 in Oct 2024 to 32.29 in Sep 2025, a −30.8% change.
  • Notable movements:
  • +19.3% from November to December
  • −29.3% from August to September
  • Volatility: Average month-to-month absolute change of 7.0%, substantially steadier than Australia’s SaaS & Cloud trend.

Australia vs. global baseline

  • Relative level: Australia’s SaaS & Cloud cost-per-purchase sits 52% above the global average, consistently “above market” in 11 of 12 months (September being the only month below baseline).
  • Peaks: Australia’s July high (96.43) is ~79% higher than the global high (53.89 in February), signaling stronger mid-year pressure in Australia.
  • Lows: Australia’s September low (29.64) dipped ~8% below the global September low (32.29), underscoring a more severe late-Q3 correction locally.
  • Stability: Australia shows a wider range (66.78 vs. 21.60) and triple the month-to-month volatility versus the global benchmark.

Seasonal patterns

  • Q4 uplift: Costs typically increase in Q4 around holiday periods. Australia sees a clear December bump after a softer November, while the global baseline rises steadily from December through February.
  • Mid-year surge: Australia experiences pronounced mid-year strength (April and July spikes), pushing levels well above the global baseline during Q2–Q3.
  • September reset: Both series drop in September, with a sharper correction in Australia.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry SaaS & Cloud Platforms 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 SaaS & Cloud Platforms 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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