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

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Cost Per Purchase for Wellness & Holistic Health in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per purchase trends

Main takeaways

  • Wellness & Holistic Health in India shows higher average cost per purchase than the global trend over the same period (+10.9%), driven by late-period spikes.
  • Volatility is high in India (average month-to-month swing ~51%) versus a steady global baseline (~4.7%).
  • Seasonal patterns diverge: the global trend lifts in December–February, while India dips sharply in December and surges in late Q2–Q3, peaking in August.

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

Selected market overview: Wellness & Holistic Health in India

  • Timeframe: Oct 2024–Aug 2025
  • Average: 54.58
  • High: 119.81 (Aug 2025)
  • Low: 19.94 (Dec 2024)
  • Change from first to last month: +273% (Oct 2024 to Aug 2025)
  • Volatility: average absolute month-over-month change ~50.8%
  • Notable movements:
  • Sharp dip in December (−52.5% vs November), the lowest point in the series.
  • Steady climb through spring: February–April stabilizes around 48–51.
  • Step-ups in May (75.83) and June (86.63), a brief pullback in July (42.10), then a surge to a new high in August (119.81, +184.7% vs July).

Comparison with the global baseline (same months for comparability)

  • Baseline average: 49.24 (India is 10.9% above market on average)
  • Baseline range: 43.19 (Nov 2024) to 53.89 (Feb 2025)
  • Baseline change from first to last month: −2% (Oct 2024 to Aug 2025)
  • Baseline volatility: average absolute month-over-month change ~4.7%
  • Relative positioning by month:
  • India below market most of the period (Oct–Apr and Jul), markedly so in December (−61% vs baseline).
  • India above market in May (+49%), June (+84%), and strongly above in August (+162%).
  • Interpretation: despite being below the global median in 8 of 11 months, large late spikes lift India’s overall average above the baseline.

Seasonal patterns and context

  • Global seasonality: costs typically rise into December and remain firm through February (holiday and new-year demand), then normalize from spring into summer with a mild downtrend.
  • India (Wellness & Holistic Health) deviates:
  • December softness contrasts with the global lift, suggesting lower end-of-year pressure locally.
  • Strong inflation in late Q2 and Q3, culminating in an August peak far outside the global range.

Understanding cost per purchase benchmarks on Facebook Ads in industry Wellness & Holistic Health and India 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 India, 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.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

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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