Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The main story: cost-per-lead (CPL) for All industries in All countries tracked the global benchmark almost perfectly, showing a pronounced winter peak and a steep summer decline. 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.
Across the 13-month window, CPL started at $42.79 in July 2025 and finished at $20.82 in July 2026 — a drop of roughly 51% from start to finish. The yearly average CPL was about $44.10. The highest median cost-per-lead occurred in February 2026 at $53.22; the low point was July 2026 at $20.82, a 61% decline from the February peak.
Month-to-month movement was notable: early uplift from $42.79 in July to $48.20 by September, a plateau through October–November in the high $40s, a December dip to $45.18, then a rebound into January ($48.97) and a peak in February ($53.22). After February the series turned choppier: March eased to $50.64, April dropped sharply to $41.44, May recovered to $45.13, June fell to $37.07 and July landed at the year’s low of $20.82.
Volatility measured as average absolute monthly change was about $4.69 — roughly an 11% swing relative to the mean CPL. That describes a market with meaningful month-to-month movement rather than a flat line.
The rhythm is clear: late summer into fall showed stability and a modest rise (July–October), followed by a small year-end softening in December and a Q1 rebound that peaked in late winter (February). Spring produced alternating declines and recoveries with two sharp pullbacks — April and June — and a dramatic slide into midsummer. In short, higher CPLs clustered around late Q4 and Q1, while the lowest CPLs appeared in midsummer.
These patterns align with broader seasonal expectations in digital advertising calendars: elevated competition and spend in late-year/early-year windows, then easing as the year progresses toward mid-summer. The July 2026 trough stands out as an unusually steep decline relative to earlier months.
Because the selected series for All industries in All countries matches the baseline exactly, the selected market is effectively at parity with the global benchmark across every reported month. Relative phrasing: the selected market was neither above market nor below average versus the benchmark — it mirrored global CPLs. Volatility, highs, lows and monthly dynamics were identical to the baseline, so comparisons show no divergence in CPL behavior for All industries in All countries.
Understanding Facebook Ads cost-per-lead benchmarks for All industries in All countries provides a clear view of CPL seasonality and volatility alongside complementary CPC trends, CPM analysis and CTR performance within global advertising benchmarks.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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