See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
October 2024 - October 2025
Detailed observation of presented data
Across September 2024 to September 2025, the global cost per lead median averaged 35.80, with a high of 41.58 in November 2024 and a low of 20.63 in September 2025. The period ended 37.3% lower than it began (from 32.88 in September 2024 to 20.63 in September 2025). Average absolute month‑to‑month movement was 4.50 (about 12.6% of the mean), with the largest jump from October to November 2024 (+10.45) and the steepest decline from August to September 2025 (−16.40).
Seasonality is evident: costs typically rise in Q4 around holiday periods. The Q4 2024 global average was 37.44, driven by a November peak (41.58) and elevated December (39.63).
Understanding cost per lead benchmarks on Facebook Ads in industry Consulting and Argentina helps advertisers make more efficient budget and creative choices.
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. For campaigns targeting Argentina, 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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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.
December (Christmas period)
CPM might rise significantly during Carnival, Independence Day, and Christmas season. Retail and entertainment campaigns could require increased budgets.
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 thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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