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 Facebook Ads cost-per-lead (CPL) ran consistently below the global benchmark on average, but with far sharper swings month to month. The year’s main story is a pronounced mid-year spike framed by soft Novembers at both ends — a choppy path where Australia was cheaper than the world most months, yet briefly far more expensive in June and July. 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.
Across November 2024 to November 2025, Australia’s CPL averaged 36.65, versus a 39.83 global average — about 8% lower. It began at 27.44 in November 2024 and ended at 22.63 in November 2025, a 18% decline. The year’s low came in May (19.27) and the high in July (57.14), yielding a wide 37.87-point range. By comparison, the global range over the same months was tighter (28.58 to 47.62, a 19.04-point spread).
Volatility was the defining trait. Australia’s average month-to-month absolute change was 12.9 points, triple the global benchmark’s 4.23, underscoring more dramatic swings in country-specific ad costs. The steepest declines were May (−56% from April) and November (−51% from October). The sharpest lifts followed immediately after the May trough, with June surging +180% month over month and July extending the peak.
Key beats: a softer December (23.65), a January rebound (37.95), a March dip (26.07), a sharp April lift (44.08), the May low (19.27), back-to-back highs in June–July (53.90 and 57.14), then a cool-down through August–October (41.21 → 46.01) before November reset lower (22.63).
The pattern suggests softer late-year CPLs in Australia, with both Novembers landing well below the period average. Early Q1 showed a mixed but rising tone into January before retreating in March. The most distinctive seasonal moment arrived in late Q2 and early Q3: a May trough giving way to a June–July spike, then normalization through August–October. In short, mid-year intensity, bookended by softer Novembers.
Relative to Facebook Ads benchmarks worldwide, Australia was below market in 8 of 13 months, at times by wide margins (May: −53% vs. global). It moved above market during spikes (January: +6%, April: +16%, June: +32%, July: +36%, October: +2%). The narrowest gap arrived in October (about +2% above global), while the widest negative gap came in May (−53%). Trend-wise, the global line rose gradually into September (peak 47.62) before easing, and finished 31% below its November 2024 level; Australia’s trend was choppier and ended 18% lower over the same span.
For all industries in Australia, Facebook Ads cost-per-lead benchmarks show a market that runs cheaper than global averages but with substantially higher volatility and a pronounced mid-year spike. This CPL-focused view complements broader CPC trends, CTR performance, and CPM analysis, helping marketers understand country-specific ad costs in Australia against global industry ad performance.
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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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.
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