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
The main story is clear: cost per lead in Colombia sits far below the global benchmark, but it moves with far more drama. Across the last 12 months, Colombia’s median CPL for all industries fell sharply from late 2024 into late 2025, punctuated by a brief Q2 spike before settling into its lowest levels of the year. Meanwhile, the global trend was steadier, with a mild first‑half dip and a gradual climb through Q3. 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.
Starting at $4.96 in November 2024 and ending at $1.94 in October 2025, Colombia’s CPL declined 61% over the period. The median averaged $3.80, ranging from a low of $1.75 in March to a high of $8.71 in April—nearly a 5x swing. The most dramatic moves clustered in late Q1 and early Q2: February to March collapsed 63%, then March to April surged 397%, followed by a 74% correction in May. After that shock, the market cooled and stabilized: June ($3.16) and July ($3.36) held in a tight band before slipping lower across August ($2.14), September ($1.97), and October ($1.94).
Volatility defined Colombia’s year. Monthly absolute changes averaged 60%, roughly 7–8x the global benchmark’s 8% average monthly swing. By contrast, the global CPL averaged $40.76, moved within a narrower band ($33.27 in March to $47.62 in September), and ended slightly higher than it began (+9% from November to October).
Seasonally, global CPLs typically soften in Q1 as demand cools, then firm into Q3 and often stay elevated through Q4 as competition intensifies—patterns consistent with CPM analysis and broader Facebook Ads benchmarks. The global line followed that rhythm: a trough in March, a steady climb through July–September, and a modest October dip.
Colombia mirrored the Q1 softness but with outsized amplitude: a deep March trough ($1.75) followed by an April spike ($8.71). From June onward, CPLs drifted lower, with intermittent dips in August and September, landing at the year’s softest late‑Q3/early‑Q4 plateau.
On level, Colombia’s CPL was consistently below market—about 91% under the global average. The narrowest gap appeared in April, when Colombia reached $8.71 versus a $37.91 global median (77% below). The widest gap came in late Q3 and early Q4: September ($1.97 vs. $47.62) and October ($1.94 vs. $45.08) hovered around 96% below global levels. The trajectories diverged as well: the global benchmark rose gradually (+9%), while Colombia trended down (−61%) and was markedly more volatile. The global range spanned 1.4x from low to high; Colombia moved nearly 5x.
These Facebook Ads benchmarks highlight country‑specific ad costs for cost per lead: across all industries in Colombia, CPLs were structurally lower than the global benchmark, highly volatile in Q1–Q2, and notably soft in late Q3 and early Q4. Understanding cost per lead trends for all industries in Colombia helps advertisers interpret CPL performance relative to the global pattern and evaluate industry ad performance in context.
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 Colombia, 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.
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Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform better.
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:
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Cost per lead across different markets
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