Facebook Ads Cost Per Lead Benchmarks in Brazil

Introduction

Brazil’s cost-per-lead story over the last 13 months is one of pronounced swings around a generally low base. For most of the year, CPLs in Brazil sat well below the global benchmark, then flipped sharply in late Q4 with a record-low in November followed by a record-high in December. The global market, by contrast, moved within a tighter band and ended the year lower than it began.

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

Brazil’s CPL opened at $12.92 in December 2024 and closed at $69.54 in December 2025, a +439% swing end-to-end. Across the period, Brazil averaged $24.40 per lead, with a low of $3.30 in November and a high of $69.54 in December. The year was punctuated by sharp movements: a surge from April to May (+$42.25), an immediate retracement into June (−$41.30), a July lift to $42.83, then a deep trough in August–September ($8.75 and $7.86). After a modest October recovery ($12.14), November collapsed to $3.30 before December spiked by +$66.24 month over month.

Volatility was the headline: Brazil’s average absolute month-to-month change was $20.37, more than five times the global benchmark’s $3.91. Globally, CPLs averaged $40.06, ranging from a low of $32.53 in December to a high of $48.41 in October, with notably steadier month-to-month shifts.

Seasonal and monthly dynamics

Q1 in Brazil was relatively soft (January–March averaging about $16.9), with CPLs in the teens to low 20s. Q2 showed a pronounced spike in May before normalizing in June. Q3 split into two chapters: a high in July and a “low-cost pocket” in August–September. Q4 delivered the sharpest contrast—October modest, November the year’s trough, and December the year’s peak.

Globally, CPLs typically firmed into late Q3 and early Q4 (August–October) before softening in November–December, consistent with elevated competition earlier in the half and lower prices as the year closed.

Country vs. Global

Brazil ran below the global CPL in 10 of 13 months. On average, Brazil’s all-industry CPL was 39% below the global benchmark ($24.40 vs. $40.06). The gap narrowed most in July, when Brazil sat just 6% above global levels, and widened in November, when Brazil trailed the world by 93%. December flipped the script: Brazil finished 114% above the global CPL as the benchmark fell to its annual low while Brazil surged to its annual high.

Directionally, the global trend climbed into October and eased into year-end (December down 15% vs. the prior December), whereas Brazil’s pattern was choppier with larger amplitude, culminating in the November–December whiplash.

Closing

These Facebook Ads benchmarks highlight country-specific ad costs for cost-per-lead across all industries in Brazil, showing a low-cost baseline with outsized volatility versus the global average. While CPC trends, CPM analysis, and CTR performance add further context, this view of CPL benchmarks underscores how industry ad performance in Brazil compares to global patterns for the same period. Understanding Facebook Ads cost-per-lead benchmarks for all industries in Brazil helps advertisers evaluate lead-generation efficiency against worldwide norms.