Facebook Ads Cost Per Purchase Benchmarks in Spain

Introduction

Spain’s Facebook Ads cost-per-purchase (CPP) tracked below the global benchmark for most of the first half of the year, then swung sharply higher in late summer before settling close to global levels by year-end. The headline: a volatile market with a pronounced August spike, a soft Q1 base, and a steadier Q4 finish. 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

Across 2025, Spain’s CPP averaged 46.47, with a low of 27.92 in January and a high of 78.69 in August. The year opened at 27.92 and closed at 48.38, a 73% lift from January to December. Movement was choppy: a gentle rise into February (+3.29) and a small pullback in March (−1.57) gave way to a sharp April jump (+17.81). After near-flatness in June (−0.08), July fell hard (−18.89), only to be followed by the standout surge in August (+45.76). A September correction (−27.06) reset CPP toward the 50s, with Q4 moving in a narrower band: +7.09 in October, −11.35 in November, and a mild +1.01 in December.

Volatility tells the story. Spain’s average absolute month-to-month change was 12.6 points, far higher than the global benchmark’s 1.6, signaling substantially sharper swings at the country level than the world average.

Seasonal and monthly dynamics

Spain followed a clear seasonal rhythm. Q1 was the trough, averaging 29.59 and setting the year’s floor. Q2 climbed to 50.39 as CPP normalized in the low 50s. Q3 was the peak at 54.42, dominated by August’s outsized spike to 78.69 before a September pullback. Q4 settled into a more consistent range, averaging 51.49, with October the high point at 58.72 and November/December hovering near the upper 40s.

Globally, the pattern was smoother: CPP averaged 51.65 for 2025, starting at 53.15 and easing to 47.62 by December, with only one notable dip in November. Spain’s curve, by contrast, featured a deeper Q1 valley and a more pronounced summer crest.

Spain vs. Global

Relative to Facebook Ads benchmarks worldwide, Spain averaged about 10% below the global CPP (46.47 vs. 51.65). The year split into distinct phases:

• Q1: Spain trailed sharply (29.59 vs. 53.61, roughly 45% lower).
• Q2: The gap narrowed (50.39 vs. 51.88, around 3% lower).
• Q3: Spain moved above market (54.42 vs. 51.87, about 5% higher), led by August at +48% versus global.
• Q4: Spain stayed modestly above (51.49 vs. 49.25, +5%).

Month by month, Spain was below the global CPP in seven months and at/above in five. The widest discount came in January (about 48% below global), while the widest premium came in August (about 48% above). The narrowest gap appeared in November, effectively at parity.

Closing

In sum, Facebook Ads cost-per-purchase benchmarks for all industries in Spain show a year defined by a low-cost Q1, an aggressive summer spike, and a steadier Q4 that converged toward global levels. For marketers comparing country-specific ad costs, CPC trends, CPM analysis, and CTR performance with CPP in focus, these Spain benchmarks provide a clear, data-driven view of how industry ad performance in 2025 diverged from—and re-aligned with—the global trend.