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 ran considerably leaner lead costs than the market, but with sharper month‑to‑month swings. Cost per lead (CPL) started at $24.42 in November 2024 and ended at $11.05 by October 2025, a 55% slide over the year. The curve featured a springtime crest followed by a deep mid‑year trough and a modest late‑summer rebound. In contrast, the global all‑industry benchmark trended higher into late Q3 before easing. 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.
The Arts category averaged a $16.99 CPL across the period, ranging from a high of $26.85 in April to a low of $8.49 in July. The year opened at $24.42 (November 2024) and drifted lower through December ($19.70) and January ($17.81), then lifted to $22.91 in February. March softened to $19.50 before the April peak at $26.85.
The most dramatic movement followed: May collapsed to $10.29 (−62% vs. April), June rebounded to $18.66 (+81%), and July halved to $8.49 (−55% vs. June), marking the low. A gentle recovery carried August to $10.94 and September to $13.23, with October easing to $11.05. Volatility averaged a $5.9 absolute move per month, signaling a choppier path than the broader market.
Seasonally, Arts CPLs cooled through late Q4 and early Q1, oscillated through Q2 with a pronounced April spike, then reset sharply in May. Q3 was the softest stretch: July–September averaged about $10.9, well below Q1’s ~$20.1. The rhythm suggests a spring surge in acquisition costs followed by a mid‑year normalization and a cautious late‑summer rebuild that didn’t fully carry into October.
Arts CPLs sat well below the global all‑industry benchmark in every month. The Arts average ($16.99) was 59% under the global median ($40.94). The gap narrowed most in April (Arts $26.85 vs. global $38.42; −30%) and widened most in July (Arts $8.49 vs. global $42.37; −80%).
Momentum also diverged. The global benchmark climbed from $41.47 in November 2024 to $45.08 by October 2025 (+8.7%), peaking in September ($48.29) and bottoming in March ($33.35). Its month‑to‑month volatility averaged $3.2—far steadier than the Arts category’s $5.9. First six months vs. last six months highlight the split: Arts CPL fell from an average $21.87 to $12.11 (−44%), while the global benchmark rose from $38.15 to $43.73 (+15%).
Although this view aggregates country-specific ad costs across all countries, the contrast is clear: Arts lead generation remained structurally cheaper than the market, with more pronounced intra‑year swings.
Understanding Facebook Ads cost-per-lead benchmarks for the Arts industry across all countries helps advertisers evaluate CPL trends, compare against the global all‑industry baseline, and contextualize related CPC trends, CPM analysis, and CTR performance within a broader seasonality frame.
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.
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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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