Facebook Ads Cost Per Lead Benchmarks in Argentina

Introduction

Argentina’s Cost per Lead (CPL) ran well below the global Facebook Ads benchmark for most of the year, then flipped dramatically in Q4 with a sharp October spike before easing into December. The pattern is marked by deep early-year troughs, a mid-year pop, and an exceptionally volatile finish — far choppier than the steadier global trend. 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 Argentina compared to the global benchmark.

The story in the data

Argentina opened at a CPL of 13.55 in December 2024 and closed at 19.55 in December 2025, a 44% lift across the period. The national median averaged 18.08, ranging from an ultra-low 1.28 in February to a high of 86.33 in October — an 85-point spread that underscores how turbulent the market became late in the year.

Month-to-month, the rhythm was uneven. After January (10.54), CPL plunged to February’s low (1.28), rebounded in March (8.08), and dipped again in April–May (around 1.71–1.72). June climbed to 6.67 before a July pop to 33.33. August–September fell back to 4.03 and 3.08, then October broke trend with the year’s peak (86.33). November cooled to 45.12, and December settled at 19.55 — still higher than the early-year floor but well below October’s spike.

Volatility was the defining feature. Argentina’s average absolute month-to-month move was about 19.8 points, roughly five times the global benchmark’s 3.9-point average swing. By contrast, the global CPL averaged 40.06 for the same period, ranging from 32.53 (December 2025) to 48.41 (October), a much tighter 16-point band. Globally, CPL declined 15% from December to December, while Argentina ended higher, highlighting divergent momentum.

Seasonal and monthly dynamics

Seasonally, Argentina displayed a soft Q1 and a deeper trough in Q2, with February–May marking the lowest-cost window. A single July lift broke the pattern before costs eased again in late Q3. Q4 flipped the script: October surged to the annual high, November stayed elevated, and December eased but remained above mid-year levels. The sequence reflects a year that started inexpensive for lead generation, compressed further through spring, and then pivoted to a costly and volatile Q4.

Globally, movement was more orderly: a gradual build into late Q3 and October highs, then a December pullback. The global curve showed less amplitude and fewer abrupt swings than Argentina, particularly around the Q4 peak.

Country vs. Global

Across the year, Argentina’s CPL sat well below market most months. January through June ran 70–97% below global levels, with the narrowest gap in July (Argentina 17% lower than global). The discount widened again in August–September (91–94% below). October was the outlier: Argentina jumped 78% above the global benchmark — the only clear month above market — before sliding to near parity in November (about 1% below global) and finishing December 40% below. At its tightest, the gap nearly closed in November; at its widest, Argentina trailed February’s global CPL by roughly 97%. The Argentine series was not only cheaper on average, but also markedly more volatile than the global benchmark.

Closing

Understanding Facebook Ads benchmarks for Cost per Lead in all industries in Argentina reveals a year of unusually low country-specific ad costs punctuated by a sharp Q4 surge. This CPL analysis helps situate Argentina’s industry ad performance against the steadier global baseline and clarifies how local volatility diverged from global CPL trends.