See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The headline: Consulting cost-per-lead (CPL) across All countries available ran materially below the global benchmark on average, but the Consulting series was much choppier — a year of deep declines, sharp rebounds and two outsized spikes that created volatile month-to-month swings. “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 in All countries available compared to the global benchmark.”
From June 2025 to June 2026, Consulting CPL began at roughly $43.35 and finished near $17.46 — a dramatic fall of about −60% across the year. The 13‑month median for Consulting sits around $27.8, versus a global baseline median near $45.6 — roughly 39% lower on average. Consulting’s high point came in April 2026 at about $45.62; its low was December 2025 at roughly $15.99. By contrast the global benchmark peaked near $53.35 (Feb 2026) and troughed at $35.15 (Jun 2026).
Monthly momentum for Consulting reads like a rollercoaster: an initial parity with the global benchmark in June 2025, a steep drop in July 2025 (~−50% relative to baseline), a muted autumn, the lowest point in December 2025, a pronounced rebound into February 2026 (to ~$36.41), another surge to April’s high, then a precipitous collapse into June 2026. Absolute month-to-month moves averaged about $9.7 for Consulting — driven by multiple double‑digit swings — versus about $3.5 average monthly movement for the global series.
The calendar shows a few reliable rhythms and a few anomalies. Consulting softened into late Q4, with the December low near $16, then cleared into a Q1 rebound (February’s lift to ~$36.41). April delivered an isolated spike to ~$45.6 before May and June re‑rated downward. The global baseline displays a stronger winter peak (Feb–Mar) before a mid‑year correction; its swings are steadier and less extreme. Overall: Q4 weakness, Q1 rebound and a choppy spring punctuated by an April surge in the Consulting series.
Viewed comparatively, Consulting CPL was consistently below the global benchmark for most months. The narrowest gap occurred in June 2025 (near parity, ~+0.4% versus baseline); the widest gaps reached roughly −50% (for example July 2025 and June 2026). On average Consulting trailed global CPLs by about 39%. Volatility-wise, Consulting was roughly 2.8x more volatile month-to-month than the global benchmark (average absolute movement ~$9.7 vs ~$3.5).
Across the window, the global trend fell more gently from ~$43.17 to ~$35.15 (≈ −19%), while Consulting’s path was far choppier and ended much lower (≈ −60%). Range comparisons underline the difference: Consulting’s range was about $29.6 (high minus low) versus about $18.2 for the global series.
Understanding Facebook Ads Cost Per Lead benchmarks for Consulting in All countries available helps advertisers evaluate lead-cost trends, compare industry ad performance, and place country‑specific ad costs and broader CPM analysis and CPC trends 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. In the Consulting industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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