Facebook Ads Cost Per Lead Benchmarks for Consumer Goods

Introduction

Consumer Goods lead costs ran consistently above market over the past year, with clear Q4 uplift, a pronounced Q1–Q2 cooldown, and a late-summer push that set the stage for a new high in October. Median cost per lead (CPL) for Consumer Goods across all countries averaged $51.05, notably higher than the global all-industry benchmark at $40.94. The year opened with elevated prices in December and January, fell sharply into March, then rebuilt through summer before peaking in October—showing a more volatile rhythm than the broader market.

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 Consumer Goods across all countries compared to the global benchmark.

The story in the data

• Starting point (Nov ’24): $44.60
• Ending point (Oct ’25): $59.27 — up roughly 33% from November
• Average: $51.05
• High: $59.27 in October
• Low: $41.99 in March

The arc is pronounced. After a jump into December ($57.29) and January ($57.49), CPL retreated to the annual low in March ($41.99), a drop of 27% from January. From that trough, costs rebuilt: April ($42.79) to August ($55.75) marked a 30% climb, followed by a brief September easing ($52.05) and then a decisive October peak ($59.27). Volatility averaged a month-to-month move of $4.83, sharper than the global benchmark’s $3.22, with the biggest swings appearing in early Q1 (−$10.14 in February→March and +$12.69 in November→December).

Seasonal and monthly dynamics

The pattern mirrors classic seasonal pressure. Q4 showed heightened competition, with December running among the priciest months and October ultimately taking the top spot. Engagement economics softened through late Q1, culminating in March’s low point. Spring steadied the market, and summer demand pushed CPLs back up: June through August formed the strongest sustained stretch before a minor September cooldown. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1—this period followed that rhythm but with a steeper mid-year rebuild.

Country vs. Global

Consumer Goods CPLs across all countries outpaced the global all-industry baseline in every month. On average, the category cleared the market by about 25%. The gap was narrowest in November (+8% vs. global) and September (+8%), and widest in January (+61%). While the global benchmark rose a modest 9% from November to October (from $41.47 to $45.08), Consumer Goods climbed a steeper 33% over the same span. The baseline moved within a tighter range ($33.35–$48.29), highlighting steadier CPM analysis and CPC trends at the market level, whereas Consumer Goods exhibited higher CPL volatility and more pronounced seasonal surges. Throughout, category CPL remained structurally above market, especially in the high-demand windows that also pressure CTR performance and country-specific ad costs.

Closing

Facebook Ads benchmarks for cost per lead in Consumer Goods across all countries show a consistently above-market profile, marked by Q4 inflation, a March trough, and a strong late-summer rebound into an October peak. Understanding CPL trends for Consumer Goods across all countries helps teams gauge industry ad performance against the global benchmark and track how seasonal intensity shapes country-aggregated ad costs over the year.