See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across the global market, cost-per-lead (CPL) followed a classic soft-then-strong trajectory: a late-2024 slide into a Q1 trough, a steady climb through spring and summer, and a peak in September before easing into October. The year’s median CPL averaged $40.94, with a low of $33.35 in March and a high of $48.29 in September—an overall range of nearly $15, or about 36% of the average. Month to month, volatility was moderate: absolute changes averaged $3.22 (roughly 7.9%), with the sharpest drop in March and the sharpest rebound in April.
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 all industries across all countries compared to the global benchmark.
The period opens at $41.47 in November 2024 and closes at $45.08 in October 2025, an +8.7% lift end to end. After a gentle dip in December (−4.5%) and a steeper pullback in January (−9.8%), February rebounded to $40.31 before CPL hit the year’s floor in March at $33.35 (−17.3% from February). From that low, the market pivoted decisively: April jumped +15.2%, and the climb extended for five consecutive months through September, topping out at $48.29. October eased to $45.08 (−6.7% from the peak) but remained comfortably above the annual average.
The halves of the year tell the broader momentum: H1 (Nov–Apr) averaged $38.15; H2 (May–Oct) averaged $43.72—about 14.6% higher. Q3 (Jul–Sep) was the strongest quarter at an average of $45.16, roughly 24% above Q1’s average of $36.47. Six months finished above the annual average (Nov, Jun–Oct), and six finished below (Dec–May), underscoring a clean transition from softness to firmness as the year progressed.
Seasonality is evident. The global CPL softened into late Q4 and bottomed in March, aligning with typical early-year demand resets. From late spring into summer, CPL strengthened steadily, reflecting firmer auction dynamics and improving conversion intent, culminating in a September peak. Despite common Q4 competition, this cycle showed a slight October cooldown from the September high, though still elevated versus the yearly mean—consistent with a market that had already priced in late-summer strength.
Because this view aggregates all industries across all countries, it is the global baseline. The selected series matches the global benchmark at every point—no divergence in level or volatility. In relative terms, the gap to the global market remained 0% month over month, and the pattern—Q1 softness, Q3 strength, mild Q4 easing—mirrors the worldwide Facebook Ads benchmarks without deviation.
Understanding Facebook Ads cost-per-lead benchmarks for all industries worldwide provides a clear read on CPL trends, country-specific ad costs in aggregate, and how industry ad performance aligns with broader CPM analysis and CTR performance patterns. This global view offers a stable reference point to compare market movements across all industries and countries.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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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.
A good CPL usually ranges from $10 to $50, depending on your industry and target audience. B2C offers tend to be cheaper, while B2B or high-ticket services may see CPLs over $100.
Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.
Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.
Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.
If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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