Facebook Ads Cost Per Lead Benchmarks in Colombia

Introduction

All industries in Colombia posted consistently low cost-per-lead levels versus the global benchmark, with a pronounced downtrend across the year and one dramatic spring spike. Median CPL started near $5 in November 2024 and finished below $2 in October 2025, while the world average climbed into late Q3. The result is a market that is structurally cheaper than global norms and more volatile relative to its own level, marked by a sharp surge in April followed by a rapid deflation into a new low-cost plateau.

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 Colombia compared to the global benchmark.

The story in the data

Across November 2024 to October 2025, Colombia’s median CPL averaged $3.79, versus a $40.94 global average. The period opened at $4.96 in November 2024 and closed at $1.87 in October 2025, a 62% decline. The year’s low arrived in March ($1.75) and the high in April ($8.71), producing a $6.96 range.

Momentum was choppy. After a steady Q4-to-January run ($4.96 → $4.79 → $5.73), CPL fell in February (−17%) and collapsed in March (−63%). April inverted the trend with a near 5x rebound (+297% vs March), the steepest swing of the year, before May reset lower (−74% MoM). From June through October, CPL settled into a lower band between $1.87 and $3.36.

Volatility averaged a $1.91 absolute month-to-month move—about half the level of the average CPL—indicating sharper relative swings than the global series. For reference, the global benchmark’s average monthly move was $3.22, only about 8% of its mean level.

Seasonal and monthly dynamics

Seasonality diverged from typical global rhythms. While global CPLs softened into March and then rose into late Q3, Colombia’s pattern featured a Q1 breakdown that culminated in a March low, an isolated April spike, and a subsequent descent into a stable low-cost phase through Q3 and into early Q4. Late summer (August–October) formed the tightest, lowest-cost cluster of the year ($2.14 → $1.97 → $1.87).

Global seasonality tracked more conventionally: a trough in March ($33.35) followed by a steady lift into September’s high ($48.29), consistent with rising competition and country-specific ad costs later in the year.

Colombia vs. Global

Relative levels were stark. Colombia’s CPL averaged roughly one-tenth of the global figure (−91%). By month, Colombia ran 77–96% below global—closest in April (−77%) and widest in September–October (−96%). Trend directions also split: the global benchmark rose about 9% from November to October, while Colombia fell 62%. Volatility differed in character: Colombia’s $1.91 average monthly change equated to ~50% of its mean CPL, making it more volatile relative to its level than the global series, which moved ~8% on average.

Overall, the benchmark picture is clear: Facebook Ads cost-per-lead benchmarks for all industries in Colombia remain far below global CPL trends, with a brief April surge interrupting an otherwise persistent slide into late-year lows. Understanding CPL performance in Colombia—alongside global Facebook Ads benchmarks and broader industry ad performance—helps frame country-specific ad costs and compare local dynamics to worldwide patterns.