Facebook Ads Cost Per Lead Benchmarks in Brazil

Introduction

All industries in Brazil saw a cost-per-lead pattern that ran materially below the global Facebook Ads benchmark, but with far sharper swings. The year opened near parity, surged into a brief mid-year spike, then dropped to the lowest CPLs of the period before a modest late-year rebound. Compared to the steadier global curve, Brazil’s CPL was the more dramatic story: lower on average, punctuated by abrupt resets.

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 Brazil compared to the global benchmark.

The story in the data

Across November 2024 to October 2025, Brazil’s cost per lead averaged 23.9, versus a 40.8 global average—about 41% lower. The period began at 42.74 in November 2024 and ended at 12.14 in October 2025, a 72% decline from start to finish.

The high came in May 2025 at 64.22, the low in September at 7.82—an eightfold swing. Volatility was the headline: Brazil’s month-to-month absolute change averaged 18.1 points, nearly six times the global benchmark’s 3.1. Key pivots included a steep drop from November to December (−70%), a near-tripling from April to May (+192%), a sharp contraction into June (−64%), and another reset from July to August (−80%). After bottoming in September, CPL lifted 55% into October but remained well below the period’s opening level.

By contrast, the global series moved within a narrower band (33.27 to 47.62), peaking in September and easing slightly in October.

Seasonal and monthly dynamics

Seasonality showed up differently in Brazil versus the market. December was unusually soft for Brazil, with CPL falling to 12.92 after November’s near-benchmark level—counter to the typical Q4 tightening seen globally. Q1 stayed subdued (averaging 16.9), with modest gains in April. May broke the pattern with the year’s costliest month, followed by a stabilizing June and elevated July. The summer then turned into Brazil’s trough: August (8.75) and September (7.82) marked the lowest CPLs of the entire window, before a mild October rebound.

The global rhythm was more conventional: costs eased in March, then climbed steadily through Q3, peaking in September (47.62) with a mild October step-down.

Country vs. Global

Brazil tracked above market in only three of the twelve overlapping months (November, May, and July). It hovered near parity in July (+2% vs. global) and November (+3%), but trailed steeply through most of the year. The widest gap arrived in September, when Brazil’s CPL was 84% below the global benchmark. On a full-period basis, Brazil averaged 23.9 against a 40.8 global average (−41%). Trend direction also diverged: the global series rose about 9% from November to October, while Brazil fell 72%, reflecting more frequent, larger amplitude shifts.

Closing

In sum, Facebook Ads cost-per-lead benchmarks for all industries in Brazil reveal lower country-specific ad costs than the global average, but with markedly higher volatility and pronounced mid-year and late-Q3 inflection points. Understanding CPL performance in Brazil alongside global Facebook Ads benchmarks—across CPC trends, CPM analysis, and CTR performance context—helps frame industry ad performance and seasonal dynamics for the market.