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

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Cost Per Purchase for SaaS & Cloud Platforms in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost per purchase benchmarks: 12‑month trend summary

This analysis looks at cost per purchase trends for industry SaaS & Cloud Platforms and target country Great Britain 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

  • Overall level: Great Britain SaaS & Cloud Platforms ran above market, with an average cost per purchase of 96.0 versus a global baseline of 47.8 (about 2.0x higher).
  • Highs and lows: The selected series peaked at 169.4 in August 2025 and hit a low of 11.7 in September 2025; the baseline peaked at 53.9 (February 2025) and bottomed at 32.3 (September 2025).
  • Volatility: Average month‑to‑month change was 20.8% for the selected data versus 7.0% globally, driven by a 93.1% September drop. Excluding September, selected volatility was 13.6%, still above market.
  • Seasonality: The selected series climbed steadily from November through August without a classic Q4 spike, then reset sharply in September. The global trend shows a mild lift around December–February, consistent with typical holiday effects.
  • First‑to‑last move: Great Britain fell 87.1% from October 2024 to September 2025 (due to the September dip). The global baseline declined 30.8% over the same window.

Selected series overview (Great Britain, SaaS & Cloud Platforms)

  • Average: 96.0 across the 12 months.
  • High: 169.4 (August 2025).
  • Low: 11.7 (September 2025).
  • Notable moves:
  • Early decline into November (−30.2%), followed by a sustained run-up from December to August, including strong increases in July (+18.2%) and August (+21.2%).
  • A pronounced September reset (−93.1% month over month), marking the lowest point in the period.
  • Trend shape: After a softer Q4 2024 (average ~75.8), costs rose consistently through Q1 and Q2 2025 and accelerated into Q3, before the September trough.

Comparison to the global baseline

  • Level comparison: The selected average (96.0) sits about 2.0x above the global average (47.8), indicating above‑market costs per purchase across the period.
  • Peak vs. peak: 169.4 (selected) versus 53.9 (baseline) shows a much higher ceiling in Great Britain, particularly in late summer.
  • Floor vs. floor: 11.7 (selected) versus 32.3 (baseline) reflects the September outlier in Great Britain; aside from that anomaly, selected costs generally track above global levels.
  • Stability: The market baseline is comparatively steady (7.0% average month‑to‑month change) with mild seasonality; the selected series is more volatile and exhibits a stronger mid‑year build.

Seasonality and patterns

  • Holiday periods: Many markets see higher costs in Q4 around holiday periods. The baseline shows a mild uplift around December–February. In Great Britain SaaS & Cloud Platforms, Q4 2024 was comparatively restrained, with costs instead building steadily into July–August before a September pullback.
  • Relative positioning: Across most months, Great Britain SaaS & Cloud Platforms sits above average and shows stronger late‑summer inflation versus the global trend.

Understanding cost per purchase benchmarks on Facebook Ads in industry SaaS & Cloud Platforms and Great Britain 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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.

United Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

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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