Facebook Ads CPM Benchmarks for Wellness & Holistic Health

Introduction

Wellness & Holistic Health ran hot on CPM throughout 2025. Across all countries, median Cost Per Thousand Impressions stayed consistently above the market, averaging $28.21 versus the global benchmark’s $20.19—about a 40% premium. The year opened in the mid‑$20s, lifted through spring, surged in August and November, and then corrected sharply into December. Volatility was also higher than the market, with bigger month-to-month swings and clearer seasonal amplitudes. Standout months included an August jump and a November high, followed by the steepest monthly pullback in December.

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 Wellness & Holistic Health across all countries compared to the global benchmark.

The story in the data

The category started the year with a median CPM of $24.39 in January and ended at $26.74 in December, a modest +9.6% rise. The annual high arrived in November at $31.75; the low was January’s $24.39. Across the twelve months, Wellness & Holistic Health CPM averaged $28.21, running mostly in the high‑$20s to low‑$30s.

Key movements defined the rhythm: a firm lift in March (+$2.59 month over month), steady gains through May, and a brief dip in June (−$2.06). July to August marked one of the sharpest accelerations (+$2.75), setting up an autumn plateau before a November peak and a pronounced December retracement (−$5.01, −15.8% MoM). On average, monthly volatility measured $1.70, indicating larger swings than the market baseline.

Seasonal and monthly dynamics

Seasonally, the pattern was clear:

• Q1 was the softest stretch, averaging $25.53, typical of lighter auction pressure early in the year.
• Q2 stepped up to $28.33, as CPMs climbed into late spring.
• Q3 was the strongest run at $29.59, highlighted by the August spike.
• Q4 stayed elevated at $29.40, with a November high followed by a December cooldown.

This rhythm parallels broad platform dynamics—performance typically firms into late summer and Q4 as competition rises—yet the category’s December pullback was sharper than the market’s, signaling a more pronounced year-end correction after an extended run-up.

Country vs. Global

Against the global Facebook Ads benchmarks, Wellness & Holistic Health remained above market all year. The category’s $28.21 average sat roughly 40% higher than the global $20.19. The premium ranged from a wide 50–51% in April–September (peaking in August) to a much narrower 19–26% in November–December as the global CPM surged into Q4.

While the global median climbed more steadily (+26% from January to December, with a November high of $25.26), Wellness & Holistic Health rose less overall (+9.6%) but moved more sharply month to month (average swing of $1.70 vs. the global $1.18). In effect, the category was consistently above average—and more volatile—while the market’s Q4 rally compressed the gap late in the year.

Closing

This CPM analysis captures Facebook Ads benchmarks for Wellness & Holistic Health across all countries: a year of elevated, more volatile costs that peaked in November and cooled into December, yet remained above the global market throughout. Understanding CPM trends for Wellness & Holistic Health across all countries helps marketers gauge industry ad performance and compare country-specific ad costs to global patterns.