See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all industries and all countries, cost-per-lead (CPL) followed a clear arc: a soft first quarter, a mid-year climb, and a sharp correction into November. The selected market here represents the aggregate—so it matches the global benchmark one-for-one. The year opened with improving efficiency through March, then steadily grew more expensive through late summer, peaking in September before easing into autumn. Volatility was present but orderly, with a long run-up mid-year and only two notable pullbacks in the fall.
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 in all countries compared to the global benchmark.
CPL began at $40.85 in November 2024 and ended at $38.74 in November 2025, a net decline of 5%. The year’s low arrived in March at $33.57, 17% below the full-period average of $40.52. From that trough, costs rose for six consecutive months, reaching a high of $47.84 in September—18% above average and 43% higher than March. The climb was steady: modest gains of roughly $0.8–$1.1 from May through August, then a larger jump into September.
Two pullbacks framed the peak. October slipped to $46.08 (−4% month over month), and November retraced more sharply to $38.74 (−16% month over month), the steepest monthly decline of the period. Overall volatility averaged about $3.39 month to month, with the largest swings occurring around the March low, the September high, and the November reset. Six of the 13 months printed above the annual average, clustered from June to October.
The pattern aligns with familiar seasonality: softer CPLs in early Q1, an upswing through Q2 and Q3 as demand intensifies, and a late-year cool-down. March marked the efficiency floor, followed by a consistent rise through late summer—June ($41.04), July ($42.02), and August ($43.16) showed incremental monthly lifts before September’s peak at $47.84. After that run, the market eased into October and reset more clearly in November, bringing CPL back toward the broader average.
Because the selected view aggregates all industries across all countries, it is identical to the global benchmark. Every monthly data point, growth streak, and drawdown matches the global series, with no gap at any point. The global trend rose steadily from March to September (+43%) and then declined into November (−19% from peak), and the all-country view mirrors that trajectory exactly, including the average monthly volatility of roughly $3.39.
In summary, Facebook Ads benchmarks for cost per lead across all industries and all countries show a pronounced mid-year rise from a March low to a September high, followed by a fall reset into November. These CPL trends offer a clear reference for industry ad performance and country-specific ad costs when compared to the global pattern.
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.
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