Facebook Ads Cost Per Lead Benchmarks for Consumer Goods

Introduction

Consumer Goods lead generation ran consistently more expensive than the market, with a sharp Q4 plot twist. Across all countries, median Facebook Ads cost per lead (CPL) for Consumer Goods averaged about $50 over the past 13 months, versus roughly $40 for the global, all‑industry benchmark—about 26% higher on average. The category moved through a mid‑year lift, an October spike, and an abrupt November drop before a partial December rebound. Volatility was notably higher than the market, with larger month‑to‑month swings and a wider range between highs and lows.

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 compared to the global benchmark.

The story in the data

Starting in December 2024 at $57.29, Consumer Goods CPL eased to $41.21 by December 2025—down 28% year over year. The period’s high landed in October 2025 at $62.59, with the low immediately after in November at $34.12. The full‑period average was approximately $50.3, with six months clearing $50 (January, February, July, August, September, October).

Momentum shifted several times:

• Early compression: January’s $58.48 cooled to $43.02 by March (−26% from Jan to Mar).
• Spring stability: April–June hovered in the low‑to‑high $40s ($42.55 to $49.86).
• Summer lift: July–September climbed back into the low‑to‑mid $50s, peaking at $56.52 in August and $53.29 in September.
• Q4 whiplash: October surged to the annual high ($62.59), followed by a 45% plunge to $34.12 in November, then a 21% rebound to $41.21 in December.

Volatility was pronounced. Average absolute month‑to‑month movement was about $6.60 for Consumer Goods, almost two‑thirds higher than the global market’s $3.91, signaling sharper swings than the benchmark.

Seasonal and monthly dynamics

The mid‑year stretch was steadier and stronger: Q3 2025 averaged about $54.3, the best quarter for Consumer Goods CPL, compared with $47.1 in Q2. Q4 was the most uneven—October’s spike was immediately followed by the year’s steepest drop in November, then a partial recovery in December. By comparison, the global all‑industry benchmark showed a gentler climb into September–October and a typical late‑year softening, with December marking its lowest CPL.

Country vs. Global

Consumer Goods across all countries stayed above market most of the year. Relative to the global benchmark, the category ran:

• +68% higher in January (Consumer Goods $58.48 vs. global $34.89).
• +30% to +33% higher through much of Q1–Q3.
• Narrowest gap in September at +11% ($53.29 vs. $48.13).
• Only month below market in November, at 25% under the benchmark ($34.12 vs. $45.77).
• Back to +27% above in December ($41.21 vs. $32.53).

Overall, Consumer Goods CPL averaged about 26% above global levels, with a larger high‑low range ($62.59 to $34.12) than the market ($48.41 to $32.53).

Closing

In sum, Facebook Ads benchmarks for cost per lead in the Consumer Goods industry across all countries show a pricier and more volatile year than the global average—defined by a strong Q3, an October peak, and a sharp November dislocation before stabilizing into December. Understanding cost‑per‑lead trends for Consumer Goods in all countries helps marketers gauge country‑aggregated ad costs and compare performance to global patterns.