See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Across all countries, the Arts industry posted materially lower Facebook Ads cost-per-lead (CPL) than the global benchmark, but with sharper month-to-month swings. The year opened near $17.81, hit a spring high in April, collapsed into a midyear trough, then spiked in November before resetting in December. In contrast, the global, all-industry baseline climbed steadily into Q4 and was far more stable. 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 Arts in all countries compared to the global benchmark.
Arts CPL started at $17.81 in January and finished at $14.68 in December, a 17% decline across the year. The monthly median averaged $17.03, with a wide range from a low of $8.57 in July to a high of $27.11 in April—roughly a 3.2x spread.
Momentum was choppy:
Volatility averaged a $7.20 absolute month-over-month move—more than double the global benchmark’s $3.24.
Seasonality showed a distinctive Arts rhythm:
This contrasts with typical marketplace patterns, where competition intensifies into Q4. The global benchmark followed that familiar arc, while Arts indexed cheaper midyear and punctuated Q4 with a brief, concentrated increase.
Against the global, all-industry benchmark (avg $41.46), Arts across all countries averaged $17.03—about 59% below. The monthly gap was persistent and wide:
Trendlines also diverged. Arts CPL fell 18% from January to December, while the global benchmark ended the year 17% higher than it began (from $35.08 to $41.13), having climbed steadily into Q4 before a mild year-end dip.
In sum, Facebook Ads CPL benchmarks for the Arts industry across all countries were consistently below the global average but notably more volatile, with a spring peak, a deep midsummer trough, and a brief November spike. Understanding cost-per-lead trends for Arts across all countries—and how they compare to the global benchmark—helps frame country-specific ad costs and broader industry ad performance patterns for the year.
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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