Facebook Ads Cost Per Purchase Benchmarks in Spain

Introduction

Spain’s cost-per-purchase story in 2025 reads like two distinct seasons: a bargain-heavy first half that steadily tightened toward the global benchmark, followed by a volatile second half punctuated by a dramatic August spike. Across all industries, Spain averaged 47.12 for cost per purchase—about 8% below the 51.40 global average—yet monthly swings were far sharper than the market norm. The year opened well below global levels, converged by late spring, whipsawed through Q3, and finished slightly above the world baseline in December.

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 started 2025 at 27.92 in January and ended at 52.33 in December, an 87% rise across the year. The annual low came in January (27.92) and the high in August (84.78), creating a wide range of 56.86. The full-year average landed at 47.12.

Month-to-month dynamics were pronounced. Q1 moved from 27.92 (Jan) to 31.21 (Feb, +12%) before easing to 29.64 (Mar, −5%). Q2 stepped higher: 47.45 in April (+60% vs. Mar), 51.91 in May (+9%), and essentially flat in June (51.82). July broke the climb with a drop to 32.93 (−36% vs. Jun), then August surged to the yearly peak at 84.78 (+158% vs. Jul). September retraced to 51.63 (−39% vs. Aug), October ticked up to 56.79 (+10%), November dipped to 47.02 (−17%), and December lifted again to 52.33 (+11%).

Volatility in Spain averaged 13.76 points in absolute month-over-month change—many times higher than the global benchmark’s 1.77, underscoring the choppy rhythm behind the annual average.

Seasonal and monthly dynamics

The first quarter set a low-cost baseline typical of softer post-holiday demand. Q2 showed steady normalization toward mid-year levels, culminating in June near parity with global costs. Q3 was the swing quarter: a July softening followed by an August spike that set the annual high, with a September pullback that essentially reset to mid-year norms. Q4 reflected the familiar pattern of heightened competition: October elevated, November easing, and December tightening again as buying intensity rose.

In summary, H1 Spain averaged 40.00, while H2 climbed to 54.25—about 36% higher than the first half—concentrating the cost burden in late summer and Q4.

Country vs. Global

Against the global benchmark, Spain’s first half was distinctly lower: 40.00 in Spain versus 52.76 globally (about 24% below). The second half reversed the relationship: 54.25 in Spain versus 50.05 globally (about 8% above). Globally, the year trended gently downward (−15% from January to December), while Spain rose sharply (+87%), reflecting divergent momentum.

By month:

• Spain sat 40–48% below global in Q1 (Jan–Mar).
• Near parity arrived in late spring: April (−9% vs. global), May (−1%), and June (+2%).
• July was 33% below global; August spiked to 60% above.
• The gap narrowed again in Sep (−3%) and Nov (−0.3%), with brief premiums in Oct (+8%) and Dec (+16%).

At its narrowest gap, Spain was effectively at parity in November (−0.3% vs. global). The widest spreads came in opposite directions: 48% below in January, 60% above in August.

Closing

For performance marketers tracking Facebook Ads benchmarks, Spain’s 2025 cost-per-purchase trends for all industries show a low-cost first half, a volatile Q3 surge, and a firmer Q4 finish—averaging below global levels but with substantially greater month-to-month swings. Understanding cost-per-purchase benchmarks and country-specific ad costs in Spain helps contextualize CPP performance against the global pattern.