Facebook Ads Cost Per Lead Benchmarks in Brazil

Introduction

All-industries cost per lead in Brazil spent 2025 well below the global Facebook Ads benchmarks, but with far sharper swings. The year opened in the low 20s, surged to a May peak, then fell into a deep Q4 trough before a modest December rebound. Two months (May and July) briefly ran above market; most months sat far under the global level. 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 began at 22.71 in January and closed the year at 12.65, a 44% decline end-to-end. The average across 2025 was 21.0, with a wide range from a 64.22 high in May to a 3.30 low in November. Month-to-month movement was pronounced: after a quiet February–March floor around 14, costs lifted in April and spiked in May (+192% month over month). That spike reset immediately in June (−64%), rebounded in July (+118%), and then slid hard through August and November before a December bounce (+283% from November, though still below the January start).

Volatility was the defining feature. The average absolute monthly swing in Brazil was roughly 17.1 points, about 5.5 times the global benchmark’s 3.1. In practical terms, Brazil’s CPL oscillated from short-lived surges to deep troughs, whereas the global curve crept upward in steadier steps.

Seasonal and monthly dynamics

The year’s rhythm broke into four distinct phases:

• Q1: Softer, with a gradual ease from 22.71 to the mid-teens (quarter average ~16.9).
• Q2: Elevated by a singular May spike; the quarter averaged ~36.4 despite June’s reset.
• Q3: A split pattern—July elevated (50.06), then a sharp slide into August and September (quarter average ~22.2).
• Q4: The low point of the year, led by November’s 3.30 trough; Q4 averaged just ~8.6, with a late December rebound to 12.65.

This cadence diverged from typical Q4 competition effects often seen in CPC trends and CPM analysis. While global CPLs tightened higher into Q4, Brazil’s lead costs sank, bottoming in November before a year-end lift.

Country vs. Global

Against the global benchmark, Brazil’s CPL averaged 21.0 versus 41.5 globally—about 49% lower on the year. Brazil trailed global levels in 10 of 12 months. The exceptions were:

• May: 64% above the global median (Brazil 64.22 vs. global 39.06).
• July: 22% above the global median (50.06 vs. 40.90).

At its narrowest deficit, Brazil was 35% below the global level in January; at its widest, November sat 93% below market. Trend-wise, the global baseline climbed roughly 21% from January to December and peaked in Q4 (highest in October), whereas Brazil declined from January to December and posted its lowest levels in Q4. Brazil’s range (about 61 points) far exceeded the global range (~15 points), underscoring its more volatile, stop-start pattern.

Closing

Understanding Facebook Ads cost-per-lead benchmarks for all industries in Brazil highlights a market with structurally lower CPLs than the global average but with markedly higher volatility. These country-specific ad costs provide context for industry ad performance, clarifying how Brazil’s CPL trends diverged from the global pattern throughout 2025.