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
Australia’s cost per lead told a two-act story across the year: unusually efficient in late 2024, then rising sharply into mid‑2025 with pronounced swings. The market averaged $37.42 CPL across the period, about 9% below the global benchmark, but with far greater volatility and several standout spikes. The high came in July at $58.98, while May marked the low at $19.27—a threefold spread that framed a choppy mid‑year. 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 Australia compared to the global benchmark.
While Facebook Ads benchmarks often spotlight CPC trends, CPM analysis, and CTR performance, this view isolates Cost per Lead to illuminate country-specific ad costs and industry ad performance in context.
Australia started near the floor: $21.12 in November 2024 and $23.65 in December, then climbed to $37.38 in January 2025. After a brief easing through March ($27.34), CPL jumped to $44.08 in April, collapsed to the year’s low in May ($19.27), and then surged to its peak in July ($58.98). The market cooled in August ($38.85) before settling into higher territory through September ($43.95) and October ($47.51). From November to October, CPL rose 125%.
Average monthly volatility—the absolute month‑to‑month move—was $12.40, punctuated by a 56% drop from April to May and a 180% surge from May to June. The mid‑year lift was steep: June rose 179.7% month over month, July added another 9.4%, then August pulled back 34.1%. The overall range stretched from $19.27 (May) to $58.98 (July), roughly a 3.1x difference.
Late 2024 was soft, with CPL contained between $21–24. Early 2025 oscillated: January’s rise (+58% vs December) gave way to two months of easing, then a sudden April lift. The steepest moves clustered around the end of Q2 and start of Q3—an abrupt reset in May followed by a June–July surge to the annual high. The back half of the year moderated, with a dip in August and a steadier finish into October.
Globally, CPL tended to firm quarter by quarter: averages rose from roughly $36 in Q1 to $45 in Q3, consistent with broader competition later in the year. Australia mirrored the mid‑year firming but with sharper amplitude.
On average, Australia’s CPL trailed the global benchmark by about 8.6% ($37.42 vs $40.94). But the gap swung widely month to month:
Volatility underscored the difference: Australia’s average monthly swing was $12.40 versus the global $3.22—about 3.8x more volatile.
In Facebook Ads benchmarks for all industries in Australia, Cost per Lead averaged $37.42 with a low in May and a July peak, running below global levels on average but with larger mid‑year swings. Understanding CPL trends in Australia—alongside CPC trends, CPM analysis, and CTR performance—helps contextualize country-specific ad costs and compare industry ad performance to global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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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Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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Cost per lead across different markets
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