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Facebook Ads Cost Per Purchase Benchmarks for Wellness & Holistic Health in Brazil

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Cost Per Purchase for Wellness & Holistic Health in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

This analysis looks at cost-per-purchase trends for the Wellness & Holistic Health industry in Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Main takeaways

  • Across the observed months, Brazil’s Wellness & Holistic Health cost-per-purchase averaged 82.38, which is 68% above the global baseline average of 48.97 (above market).
  • The series was highly volatile in Brazil (average absolute period-over-period change ~163%) versus a very stable global baseline (~5%).
  • Notable seasonality in the Brazil series includes a sharp drop into December, a rebound in January, an extreme spike in April, and a cooldown toward August where costs aligned with the global level.
  • From the first observed month (Oct 2024) to the last (Aug 2025), Brazil fell 52%, while the global baseline dipped just 2%.

Selected market trend summary (Wellness & Holistic Health, Brazil)

  • Average: 82.38 across nine observed months (Oct 2024–Aug 2025).
  • High/low: Peak in April 2025 at 213.16; trough in December 2024 at 22.57.
  • First-to-last change: From 95.23 in Oct 2024 to 45.96 in Aug 2025 (–51.8%).
  • Volatility: Large swings month to month, including:
  • November vs October: –30%
  • December vs November: –66%
  • January vs December: +214%
  • April vs March: +812%
  • August vs July: –51%
  • Seasonal pattern: Costs fell into December, rebounded in January, spiked in April, then moderated in May and July, aligning closely with the global level by August.

Comparison with the global baseline

  • Averages: Brazil 82.38 vs global 48.97 (+68% in Brazil).
  • High/low (over overlapping months): Global high 52.61 (Mar 2025), low 43.19 (Nov 2024); Brazil ranged far wider (22.57 to 213.16).
  • Stability: Global period-over-period shifts were modest (avg ~5%), with incremental moves (e.g., +1.5% Dec→Jan, –1.2% Apr→May). Brazil showed repeated spikes/dips.
  • Monthly positioning:
  • Above market: Oct, Nov, Jan, Apr, May, Jul (2.0x to 4.1x global), and slightly above in Aug.
  • Below market: Dec (0.44x) and Mar (0.44x).
  • End-point comparison: By August 2025, Brazil (45.96) was essentially in line with the global level (45.69).

Seasonal notes

  • Q4 in Brazil showed a pronounced decline into December, while the global baseline increased from November to December.
  • Early Q2 (April) in Brazil saw the sharpest spike of the period, followed by normalization through mid-year and near-parity with the global level by August.

Understanding cost-per-purchase benchmarks on Facebook Ads in Wellness & Holistic Health and Brazil 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 Wellness & Holistic Health industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. 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.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.

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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