Facebook Ads Cost Per Purchase Benchmarks in United Kingdom

Introduction

Great Britain’s cost per purchase sat consistently above the global Facebook Ads benchmark through most of 2025, but the bigger story is the amplitude: sharp swings from mid-30s to near 80 created a choppy year with pronounced peaks and troughs. A March spike, a mid-year slump, and a late‑summer rebound set the rhythm, while December ended lower than it began. Volatility was notably higher than the global pattern, which moved in smaller, steadier steps.

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 Great Britain compared to the global benchmark.

The story in the data

Across the 13-month window (Dec 2024–Dec 2025), Great Britain’s median cost per purchase averaged 54.6, versus a 50.7 global average. Starting at 47.14 in December 2024 and closing at 43.45 in December 2025, the market finished 8% lower on a Dec-to-Dec basis. Within 2025, however, the year built from 38.31 in January to 43.45 by December (+13%).

The year’s high landed in March at 79.90, more than double the July low of 36.06. Month-to-month moves averaged 13.0 points, showing far sharper swings than the global series (1.7 points). The range tells the same story: Great Britain moved across a 43.8-point span, versus just 9.8 globally. In quarter terms, the pattern cooled steadily after a Q1 crest: Q1 averaged 60.0, Q2 55.3, Q3 53.1, and Q4 52.3.

Seasonal and monthly dynamics

The early-year climb was decisive: January’s low base lifted to a March peak (+109% from July’s trough to March’s high), after which costs eased into June–July before rebounding in late summer. August–September marked a renewed firmness (62.99 and 60.14), then Q4 softened again. November remained relatively elevated (56.86) before a December pullback to 43.45. The cadence aligns with familiar seasonal currents—an energetic Q1 build, mid-year variability, and year-end rebalancing—though Great Britain’s arcs were steeper than typical global movements.

Great Britain vs. Global

Relative to the global benchmark, Great Britain was higher in 8 of 13 months and lower in 5. The gap swung widely: January was 28% below global levels, while March surged 51% above. At its narrowest, December 2025 sat just 3% below the global median. The global series itself showed a smoother, gradual drift downward—peaking in February at 54.77 and finishing December at 45.02—amounting to a 13% Dec‑to‑Dec decline, compared with Great Britain’s 8% decline. On a 2025 average basis, Great Britain’s cost per purchase (55.2) outpaced the global average (50.7) by roughly 9%, underscoring higher country-specific ad costs and more pronounced variance.

Put together, the comparative picture is clear: the global line trended gently lower with modest month-to-month movement, while Great Britain traced a more dramatic path—higher highs, lower lows, and a stronger late-summer lift—yet ended the year near parity with global December levels.

Closing

Understanding Facebook Ads benchmarks for cost per purchase across all industries in Great Britain highlights a market with higher averages, wider swings, and distinct seasonal pulses. For performance marketers tracking CPC trends, CPM analysis, and CTR performance as inputs to ultimate purchase efficiency, these country-specific ad costs contextualize industry ad performance against the global benchmark.