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
Canada’s median cost per lead (CPL) ran slightly above the global benchmark on average, but with far sharper swings. Across the 12-month window, Canada posted two pronounced spikes—January and September—bookending softer troughs in March and August. The period ends lower than it began, yet the path in between was anything but linear. 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 Canada compared to the global benchmark.
Canada opened at 38.08 in November 2024 and closed at 34.25 in October 2025, a 10% decline end to end. The average CPL over the period was 41.84, with a high of 66.55 in January and a low of 28.59 in March—a range of nearly 38 points.
Momentum shifted sharply several times:
Volatility was the defining feature: Canada’s average absolute month-to-month move was 15.45 points—around 4.8x the global benchmark’s steadier 3.22.
Seasonally, Canada’s CPL was subdued in late Q4 2024 (Nov–Dec average: 35.89), then lifted materially through Q1 2025 (43.94), with January as the outlier peak. Q2 (45.11) held elevated levels before a choppy Q3 rhythm—July softness, an August trough, and a September spike (42.99 average for the quarter). Early Q4 2025 cooled again, with October landing below both Canada’s annual average and the global level.
This cadence aligns with familiar auction dynamics where competitive intensity can reshape costs: late-year pressure, early-year resets, and mid-year fluctuations. The Canadian series, however, amplified those patterns with larger month-to-month swings.
Relative to Facebook Ads benchmarks worldwide, Canada averaged 41.84 versus the global 40.94 (+2%). Canada was above the global level in 5 of 12 months and below in 7. The narrowest gap came in June (+1% versus global), while the widest gaps were January (+86% above) and August (−35% below). October also under-ran the market (−24%).
Quarter by quarter:
While the global series trended modestly upward from November to October (+9%), Canada’s path was choppier, ending below its starting point despite mid-year highs.
Understanding Facebook Ads cost per lead benchmarks for all industries in Canada—set against the global baseline—highlights a market with slightly higher average CPL but markedly greater month-to-month volatility. This country-specific ad cost view helps frame industry ad performance, complementing broader CPC trends, CPM analysis, and CTR performance benchmarks worldwide.
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 Canada, 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
Late November (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)
CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app