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 all countries, Arts advertisers saw cost-per-lead (CPL) run well below the cross‑industry Facebook Ads benchmarks, with a clear downward drift over the year. The series opened high at $25.42 in November 2024, peaked again in April 2025, then dropped sharply into a low in July before stabilizing near $10–13 through the fall. Movements were choppier than the global baseline, with several outsized month‑to‑month swings that shaped the story.
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 the Arts industry across all countries compared to the global benchmark.
Arts CPL averaged $16.6 across the period, ranging from a low of $8.49 in July 2025 to a high of $26.85 in April 2025 — an $18.36 spread. The series started at $25.42 (November 2024) and ended at $10.49 (November 2025), a 59% decline, with notable inflection points:
Volatility averaged $5.49 month over month, reflecting more abrupt swings than the overall market.
The rhythm for Arts across all countries showed a steady softening after the April peak:
The arc is a mid‑year reset followed by a low, steady plateau rather than a late‑year run‑up.
Compared to the cross‑industry global benchmark (average $40.3), Arts CPLs across all countries averaged $16.6 — about 59% below. The gap fluctuated meaningfully month to month:
Trend lines diverged: the global benchmark climbed from January to September (+34%), peaking at $47.68, before easing into November ($35.67, down 13% from November 2024). Arts moved the other way from January to September (−26%), finishing the period 59% below where it began. Volatility also differed: Arts averaged $5.49 in absolute monthly change versus $3.61 for the global series, signaling a more reactive pattern for the category.
Overall, Facebook Ads CPL benchmarks for the Arts industry across all countries show a year marked by a spring peak, a sharp mid‑year reset, and a low, steady finish — consistently below cross‑industry global levels and more volatile month to month. Understanding cost‑per‑lead trends for Arts across all countries helps marketers gauge country-specific ad costs, CPL dynamics, and how category performance stacks up against global Facebook Ads benchmarks.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Arts industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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