Facebook Ads Cost Per Lead Benchmarks for Consulting

Introduction

Consulting advertisers across all countries spent markedly less per lead than the overall market in 2025. Cost per Lead (CPL) in Consulting averaged $26.26 for the year, versus a $41.53 global all‑industry benchmark — roughly 37% lower. The year opened steady, lifted into midsummer, and then broke sharply lower in Q4, ending with an unusually low December. Volatility was noticeable: a July spike gave way to a rapid slide by year‑end, creating one of the widest gaps versus the global baseline all year.

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 Consulting across all countries compared to the global benchmark.

Section 1: The story in the data

Consulting CPL started at $25.32 in January and finished at $9.46 in December, a 63% decline across the year. The annual high came in July at $36.29, while the low arrived in December at $9.46 — a peak‑to‑trough spread of $26.83, equal to about 102% of the annual average. Month‑to‑month movement averaged $3.66, reflecting a choppier pattern than the global benchmark.

The cadence was measured early: January–February held flat around $25.3–$25.3, followed by modest lifts into March ($27.99) and June ($28.62). July marked the turning point with a surge to $36.29, then costs cooled in August–September around $30–$31. The break lower accelerated in Q4: October eased to $28.14, November dropped to $18.72 (−33% vs. October), and December fell again to $9.46 (−49% vs. November).

Section 2: Seasonal and monthly dynamics

H1 was stable to slightly higher, averaging $26.95, with a midsummer crest in July. H2 averaged $25.58 overall but masked a sharp pivot: a short‑lived summer premium gave way to a decisive Q4 decline. This diverged from the broader market’s typical Q4 pattern where higher auction pressure often lifts CPL, CPM analysis, and CPC trends. In Consulting across all countries, CPL trended down into the holidays, suggesting stronger conversion efficiency or softer auction intensity even as impressions and CTR performance dynamics typically shift late in the year.

Section 3: Consulting vs. Global

Relative to the global all‑industry benchmark, Consulting CPL stayed below market every month in 2025. The average gap was 37% lower, with the narrowest spread in July (about 11% below the global CPL of $40.90) and the widest in December (about 78% below $42.24). Through H1, the global benchmark averaged $37.71; it climbed to $45.35 in H2 (+20%), peaking in October at $48.83. By contrast, Consulting hit its local high in July and then fell sharply, creating a widening discount in Q4 even as global Facebook Ads benchmarks remained elevated. Month‑to‑month volatility was also higher in Consulting (3.66 vs. 3.13 points for the global series), underscoring a more abrupt second‑half reversal.

Closing

In sum, Facebook Ads cost‑per‑lead benchmarks for the Consulting industry across all countries show a year defined by a midsummer peak and a pronounced Q4 decline, averaging $26.26 against a $41.53 global baseline. This CPL trend — consistently below global levels and more volatile — provides a clear view of industry ad performance and country‑agnostic ad costs relative to broader market patterns. Understanding cost‑per‑lead benchmarks for Consulting across all countries helps marketers contextualize CPL alongside CPC trends, CPM analysis, and CTR performance versus the global benchmark.