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 the past 12 months, cost-per-lead in Brazil painted a dramatic arc: a sharp early drop, a mid‑year surge, and then a steep slide to year‑low levels before a modest Q4 rebound. Compared with the global Facebook Ads benchmarks, Brazil was typically far cheaper on a per‑lead basis, but also markedly more volatile, with standout swings in May, July, and late Q3. 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.
Brazil’s CPL began at 38.40 in November 2024 and ended at 12.14 in October 2025—down 68% across the period. The average CPL was 23.3, well below the global average of 40.9 for the same months. The year’s high came in May at 64.22, while the low landed in September at just 7.77, an eight‑fold swing peak to trough. Half the months came in at or below 15, underscoring extended stretches of low country-specific ad costs.
Momentum was choppy. After a steep decline from November to December (−25.5 points), CPL climbed through January, eased in February and March (a tight 1.6‑point shift), then spiked in May (+43.7 points from April). The surge unwound quickly: from July’s 42.83 to September’s 7.77 was an 82% drop in two months, followed by a modest October rebound.
Volatility averaged 18.0 points per month in Brazil—about 5.6x the global month‑to‑month change (3.2 points). Where the global series moved within a 15‑point range all year, Brazil swung across 56 points.
Typical Q4 pressures showed differently in Brazil. Q4 2024 averaged 25.7, dropping sharply into Q1 2025 (16.5) as engagement efficiencies improved. Q2 shifted gears: April–June averaged 35.9, pulled up by May’s spike. Q3 reversed course to 19.8, driven by August–September lows (both sub‑9). Early Q4 2025 hinted at stabilization with October’s 12.14.
Globally, seasonality was steadier: Q1 averaged 36.5, Q2 40.1, and Q3 45.2, reflecting a progressive rise through the year as auction competition tightened—consistent with broader CPC trends, CPM analysis, and CTR performance patterns seen in Facebook Ads benchmarks.
Brazil’s CPL was consistently below the global benchmark, with two exceptions. The local market ran:
The gap was narrowest in July (rough parity) and widest in September, when Brazil trailed the global level by 84% (7.77 vs. 48.29). Overall, the global trend rose steadily (+24% from Q1 to Q3), while Brazil’s path was more episodic, with a mid‑year spike and late‑Q3 trough.
In sum, Facebook Ads cost-per-lead benchmarks for all industries in Brazil show low average CPLs versus the global baseline but with substantially higher month‑to‑month variability. Understanding these CPL patterns—alongside CPC trends, CPM analysis, and CTR performance—helps contextualize industry ad performance and country-specific ad costs in Brazil against global trends.
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 Brazil, advertisers should consider local market factors and user behavior. 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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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