Facebook Ads Cost Per Purchase Benchmarks in Spain

Introduction

All industries in Spain posted a markedly cheaper Cost per Purchase than the global benchmark for most of the past year, punctuated by one outsized summer spike that briefly pushed costs well above market. The rhythm is otherwise steady-to-soft: a gentle Q4 lift into December, a muted Q1, a spring trough, and a late-year reset after that August surge. Volatility is the headline—Spain’s monthly swings were far sharper than the global pattern, yet the year began and ended almost exactly where it started.

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 all industries in Spain compared to the global benchmark.

The story in the data

Spain’s Cost per Purchase started at 25.78 in November 2024 and closed at 25.88 in November 2025—effectively flat year over year (+0.4%). The period averaged 35.25, but the median was much lower at 25.88, underscoring how one extreme month lifted the mean. The low came in October 2025 at 14.62, while the high landed in August at 131.62—a 9x jump from July.

Month-to-month, the narrative moved in clear pulses:

• December lifted to 31.35 before sliding through Q1 (23.86–27.29–24.10).
• April marked a trough at 16.96, then May and June rebounded to 40.16 and 36.16.
• July retrenched to 16.36, followed by the August spike to 131.62.
• Costs normalized in September (44.04), dipped hard in October (14.62), and rebounded in November (25.88).

Volatility averaged 26.45 points per month on an absolute basis, though the typical (median) monthly move was nearer 9.4—a sign of generally modest shifts interrupted by a few outsized jumps, especially August.

Seasonal and monthly dynamics

Seasonally, Spain showed a light Q4 build into December, a soft Q1, and a spring low in April. The mid-year stretch was two-paced: a May–June rebound, a July dip, and then a sharp August spike with a swift September–October correction. By November, costs had stabilized around late-2024 levels.

This cadence differs from a classic global pattern where costs often firm in Q4 and early Q1. Spain’s standout moment came in Q3, where a single-month surge overwhelmed the quarter’s averages and set up a pronounced correction heading into Q4.

Spain vs. Global

Relative to the global Facebook Ads benchmarks, Spain ran consistently below market. Spain averaged 35.25 versus the 48.06 global average—about 27% cheaper across the period. Spain trailed the global benchmark in 12 of 13 months; the gap was narrowest in September (11% below global) and widest in October (about 68% below). The exception was August, when Spain’s cost per purchase spiked 161% above the global level (131.62 vs. 50.41).

Trend-wise, the global series was steadier. Global costs hovered in a tight band near 49–54 from December through September before easing into October and dropping to a period low of 30.61 in November. Absolute monthly volatility on the global series averaged 3.45 points (median ≈2.0), far calmer than Spain’s swings.

Closing

In summary, Facebook Ads cost-per-purchase benchmarks for all industries in Spain show a year defined by lower country-specific ad costs versus the global average, interrupted by a singular Q3 surge and a swift reset into Q4. Understanding these Cost per Purchase trends—alongside broader CPC trends, CPM analysis, and CTR performance—helps situate Spain’s industry ad performance relative to global patterns.