See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The main story is simple and striking: Cost per lead (CPL) for All industries across All countries averaged roughly $44.4 over the last 13 months, and the selected series mirrors the global benchmark exactly — the same monthly medians, the same peaks and troughs. Seasonal rhythms and momentum are clear: a steady pattern across the second half of 2025, a winter rise that peaked in February 2026, followed by a sharp collapse in June 2026. 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 available in All countries available compared to the global benchmark.
CPL began at $43.22 in June 2025 and closed the year-long series at $18.38 in June 2026 — a net decline of about 57.5% from start to finish. Across the period the median CPL averaged $44.44. The highest monthly median was $53.76 in February 2026; the lowest was $18.38 in June 2026. Month-to-month movement averaged about $4.8 in absolute terms, while the standard deviation of monthly medians was roughly $8.3, signaling moderate-to-high volatility driven largely by the late-June drop.
Notable swings: a steady climb from late 2025 into February 2026 (+~24% from June 2025 to Feb 2026), followed by a retracement through spring and then a precipitous fall in June 2026 (down ~64% from the February peak). Aside from the June collapse, changes were measured — several single-month lifts of $3–$5 and smaller dips around $0.5–$3.
The series shows familiar seasonal rhythm: the second half of 2025 held around the low-to-mid $40s, Q4 stayed in the mid-$40s under pressure, and early Q1 2026 produced the year’s high around $53.8. March showed a partial cooldown, April and May returned to the low $40s, and June produced an outlier low at $18.38. In broad terms performance strengthened into late winter, softened into spring, and terminated in a dramatic June decline — a pattern that reads as a winter lift and a summer trough punctuated by an extreme contraction.
Because the selected dataset (All industries / All countries) is the baseline here, country-specific ad costs and industry ad performance align exactly with the global benchmark across every month. In language used for cross-market comparison, this series is neither above nor below market — it is the market. The CPL trajectory sits alongside broader Facebook Ads benchmarks and should be read with other signals such as CPC trends, CPM analysis and CTR performance for context, especially where volatility spikes are evident.
This overview summarizes Cost Per Lead benchmarks for All industries in All countries, showing a $44.4 average CPL, a Feb 2026 peak near $53.8, and a sharp June 2026 low at $18.38 — core signals for evaluating CPL dynamics within global Facebook Ads benchmarks and wider industry ad performance.
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
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