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

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Cost Per Purchase for Wellness & Holistic Health in Spain

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: trend summary and comparison

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

  • Overall level: Spain’s Wellness & Holistic Health cost-per-purchase averaged 46.6, about 2.5% below the global baseline (47.8) — slightly below market.
  • Volatility: Spain was markedly more volatile than the global trend (average month-to-month change ~13.0 vs. 3.3 globally), driven by a late-summer spike and a sharp September dip.
  • Seasonality: The global baseline peaks in winter (Dec–Feb), while Spain’s series ramps through spring/summer, culminating in August.
  • Relative positioning: Spain tracked above market in half of the months (notably May–August), below market in the other half (notably February and September).

Selected trend overview (Spain, Wellness & Holistic Health)

  • Average and median: Average 46.6; median 47.5.
  • Highs and lows:
  • Peak: August 2025 at 77.0.
  • Low: September 2025 at 6.21.
  • Range: 70.8 across the period.
  • Volatility:
  • Average month-to-month absolute change: ~13.0.
  • Largest rise: +22.0 from July to August.
  • Largest drop: −70.8 from August to September.
  • Month-by-month context:
  • Q4 2024: Stable costs (43.2 in Oct, 46.1 in Nov, 43.4 in Dec).
  • Early 2025: Higher in January (52.8), notable dip in February (36.3), then steady increases through spring.
  • Summer surge: May–July held in the low-to-mid 50s, spiking to 77.0 in August.
  • September correction: Fell to 6.21.
  • First-to-last change: Down 85.6% from October 2024 to September 2025, reflecting the large September drop.

Comparison with the global baseline

  • Level comparison:
  • Average: Spain 46.6 vs. global 47.8 (−2.5%; below market).
  • Median: Spain 47.5 vs. global 49.0.
  • Highs and lows:
  • Global peak: February 2025 at 53.9; trough: September 2025 at 32.3; range: 21.6.
  • Spain’s August peak (77.0) was 68.5% above the global August level (45.7).
  • Spain’s September low (6.21) was 80.8% below the global September level (32.3).
  • Volatility:
  • Spain’s series was about 4x more volatile than global (13.0 vs. 3.3 average month-to-month change).
  • Seasonal alignment:
  • Global costs rose into winter (Dec–Feb), then eased into late summer.
  • Spain diverged: subdued in February (−32.7% vs. global), then moved above market from May to August, before an outsized September dip.
  • Months above/below market:
  • Above global: 6 months (Nov, Jan, May–Aug).
  • Below global: 6 months (Oct, Dec, Feb–Apr, Sep).
  • Baseline first-to-last change: −30.8% from October 2024 to September 2025, a far milder decline than Spain’s series.

Seasonal patterns to note

  • Global: Elevated costs in winter (Dec–Feb) align with broader peak advertising periods.
  • Spain (Wellness & Holistic Health): Gradual build through spring/summer with a pronounced August peak, then a sharp September pullback.

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

Spain Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 17Maundy Thursday (some regions)
Apr 18Good Friday
Apr 21Easter Monday (some regions)
May 1Labour Day
Aug 15Assumption Day
Oct 13National Day of Spain
Nov 1All Saints' Day
Dec 6Constitution Day
Dec 8Immaculate Conception
Dec 25Christmas Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)

Potential Advertising Impact

CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.

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.