Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The main story: Cost per lead (CPL) for Consumer Goods across all countries began the 12‑month window above the global benchmark, climbed to a late‑summer peak, then moved into a sharp mid‑year decline — ending the series far below its start. 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 in All countries available compared to the global benchmark.
Consumer Goods CPL across all countries averaged about $44.7 over the period, narrowly above the global baseline average of roughly $44.1 — a marginal +1.3% gap. The selected series opened at $46.61 in July 2025, peaked at $55.72 in August 2025, and then settled through cycles before collapsing to a low of $17.08 in July 2026 — a full 63% decline from the opening month. The global benchmark followed a similar seasonal arc but with a milder crest and trough: baseline peak near $53.22 (February 2026) and trough at $20.82 (July 2026).
Month‑to‑month dynamics show notable spikes and dips. The Consumer Goods CPL jumped ~20% into August 2025, drifted around the high‑$40s into early 2026, rose again to about $51 in January, then fell steadily — a particularly sharp −53% swing between June and July 2026. Over the full window, absolute monthly percent changes averaged roughly 12.3% for the Consumer Goods series versus about 10.8% for the global baseline, indicating slightly higher volatility in the selected market.
Seasonality is visible: late‑Q3 to Q1 tends to carry higher CPLs (peaks in Aug 2025 and Jan–Feb 2026 for Consumer Goods), while late Q2 into midsummer shows the softest results, culminating in the July 2026 trough. Q4 showed moderate softening in November–December 2025 before a rebound into January. Both the selected and global series display stronger competition and higher CPL pressure in early Q1, followed by a summer easing in ad costs.
Across months, Consumer Goods CPL was above the global baseline in most of the first half of the window (notably +27% in Aug 2025), then slid below baseline through spring and summer 2026 (reaching about −18% vs. baseline in July 2026). At its narrowest gap the selected market sat roughly even with global CPLs (around Sept–Oct 2025); at its widest, Consumer Goods CPLs were materially higher in Aug 2025 and materially lower in Jul 2026. Overall, the Consumer Goods series was modestly more volatile and ended the year markedly lower than it began, relative to the more gradual baseline decline.
Understanding Cost Per Lead benchmarks, Facebook Ads benchmarks, CPC trends, CPM analysis, and CTR performance within Consumer Goods in All countries available provides a clear view of industry ad cost rhythm and how industry ad performance maps to global patterns.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Consumer Goods industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
Analyze Facebook ad performance
See which ads, audiences, and creatives drive results.
Spot creative patterns that affect ROAS.
Create reports without spreadsheets.
The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
Compare cost benchmarks for Facebook advertising metrics.
Cost per click benchmarks across industries
Cost per thousand impressions across markets
Click-through rate benchmarks for Facebook Ads
Cost per lead benchmarks across markets
Cost per purchase benchmarks across industries
App install cost benchmarks