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Facebook Ads CPM Benchmarks for Wellness & Holistic Health in Germany

Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type

CPM (Cost Per Mille) for Wellness & Holistic Health in Germany

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-thousand-impressions (CPM) trends for Wellness & Holistic Health in Germany compared to the global trend, based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • The selected data’s median CPM averaged 19.24, slightly below the global baseline at 19.80 (about 2.8% lower overall).
  • Volatility was markedly higher in the selected data: average month-to-month movement was 9.04 CPM (≈47% of the series mean) versus 1.60 CPM (≈8%) for the baseline.
  • Seasonal pattern is clear: a sharp Q4 spike (peak in November), a deep Q1–early Q2 trough (lowest in March), and a summer rebound (notably July), followed by a September pullback—more pronounced than in the global series.
  • From the first to the last month, Germany’s series fell 37.9% versus a 5.0% decline in the global baseline.

Overview of the selected trend

  • Level: Median CPM averaged 19.24 across the period.
  • Highs/lows: Highest month was November 2024 at 37.36 CPM; lowest was March 2025 at 8.62 CPM (range of 28.74).
  • Momentum:
  • Biggest month-to-month increases: October→November (+16.86) and April→May (+14.37), followed by June→July (+13.31).
  • Biggest drops: November→December (−12.87), August→September (−10.23), and December→January (−9.50).
  • Start-to-end change: October 2024 to September 2025 declined from 20.50 to 12.74 CPM (−37.9%).
  • Seasonal notes: Costs surged in Q4 (holiday period), bottomed in March, and rebounded into May and July before easing in September.

Comparison with the global baseline

  • Level comparison: 12-month average CPM was 19.24 (Germany, Wellness & Holistic Health) vs. 19.80 (global). The selected series was above market in 6 of 12 months (Oct, Nov, Dec, May, Jul, Aug) and below in 6.
  • Peaks and troughs:
  • Q4 peak was much higher locally: November reached 37.36 CPM vs. 24.67 globally (+51%).
  • Trough was much deeper: March was 8.62 CPM vs. 19.44 globally (−56%).
  • Stability: The global range was modest (17.97–24.67; spread 6.70) and changes were gradual (avg MoM abs change 1.60), whereas Germany’s series swung widely (spread 28.74; avg MoM abs change 9.04).
  • Seasonal contrast:
  • Q4: Germany averaged 27.44 CPM (Oct–Dec) vs. 21.88 globally—above market during peak retail season.
  • Q1: Germany averaged 11.36 CPM vs. 18.50 globally—well below average in the post-holiday lull.
  • Summer: July stood out at 28.94 CPM vs. 19.14 globally (+51%), with August still elevated (22.97 vs. 20.47), before a sharper September cooldown (12.74 vs. 19.31).

Seasonality and timing

  • The selected data shows pronounced seasonality: holiday-driven increases in Q4, notable deflation through Q1 into early Q2, and a summer resurgence with a July spike, then a September reset. The global baseline displays the same pattern but with far milder swings.

Understanding cost-per-thousand-impressions benchmarks on Facebook Ads in industry Wellness & Holistic Health and Germany helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Wellness & Holistic Health industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Germany, 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.

Germany Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 9Whit Monday
Oct 3German Unity Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)

Potential Advertising Impact

Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.

What affects CPM rates on Facebook Ads?

CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.

Why does my CPM vary so much between campaigns?

Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.

What's a competitive CPM for 2025?

In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.

Does audience size or targeting affect CPM more?

Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.

Should I worry more about CPM or CPC?

Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.

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