Facebook Ads Cost Per Lead Benchmarks in Colombia

Introduction

Across all industries in Colombia, Cost per Lead (CPL) ran dramatically below the global benchmark for most of 2025, with a calm, low-cost stretch in late summer followed by a sharp December spike. The year opened moderately, fell to a March low, and then oscillated in a tight band around $2–$3 before a late-year surge. Volatility was concentrated in a few months rather than spread evenly over the year, creating a story of generally efficient acquisition punctuated by brief cost surges. 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.

Section 1: The story in the data

Colombia’s CPL started at $5.73 in January and ended at $17.96 in December, a net increase of roughly +213%, though that finish was driven by a single outlier month. The year’s low came in March at $1.75, while December marked the high at $17.96. Across 2025, Colombia averaged $4.71 CPL, with a median month closer to $2.93 — indicating that typical months were far cheaper than the year-end spike suggests. Excluding December, the average sits near $3.50.

Monthly movements tell a choppy but mostly low-cost story: -20% from January to February, a steep -62% drop into March, then a +397% rebound in April. From May through October, CPL stabilized between roughly $2.05 and $3.36, including a tight trough August–October that averaged about $2.09. November ticked up to $2.70 before the December jump to $17.96 (+564% month over month). Average absolute month-to-month change was $3.24, roughly in line with the global benchmark’s $3.13, but Colombia’s swings were concentrated in April and December rather than persistent throughout the year.

Section 2: Seasonal and monthly dynamics

The first quarter softened into a March low, then Q2 mixed a strong April with a quick reset in May and steadier June. Q3 represented the calm center of the year, with July–September sliding gently from $3.36 to $2.06. Q4 split into two phases: October–November held near $2–$3, then December surged, diverging from the prior stability. In many markets, competition intensifies into late Q3 and Q4; in Colombia, CPL pressures were muted until year-end, creating a long mid-year window of comparatively low acquisition costs.

Section 3: Colombia vs. Global

Relative to the global benchmark, Colombia’s CPL was consistently below market. The country averaged $4.71 versus the global $41.53 — about 89% lower on the year. The gap varied widely: at its widest, Colombia trailed by roughly 96% in October; at its narrowest, it was 58% below global levels in December as local costs spiked while the global average eased to $42.24. Globally, CPL climbed from $35.04 in January to an October peak of $48.83, holding near $48 in November before a December pullback; that represents a steadier +20% rise over the year. Colombia’s line was more irregular, with a deep March trough, a brief April lift, a low-cost August–October corridor, and a single outsized December surge.

Closing

Taken together, these Facebook Ads benchmarks show Cost per Lead for all industries in Colombia running far below global levels for most of 2025, with a quiet mid-year and a notable December spike. Understanding country-specific ad costs and CPL trends — alongside broader CPM analysis and CTR performance context — helps frame industry ad performance in Colombia relative to global patterns.