Facebook Ads Cost Per Lead Benchmarks for Consumer Goods

Introduction

Global Consumer Goods leads were consistently more expensive than the all‑industry benchmark for most of the year, climbing into a high-cost plateau through Q4 2024 and again in late Q3–Q4 2025 before a sudden November reset. The pattern reads as a classic seasonal rise with an unexpected cliff: elevated Cost Per Lead (CPL) from December through October, then a sharp drop in November 2025 that broke from the global trajectory and from Consumer Goods’ own trend. 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

Consumer Goods CPL started at $44.71 in November 2024 and ended markedly lower at $18.82 in November 2025. Across the 13-month window, CPL averaged $48.7 for Consumer Goods, versus a $39.8 global all‑industry average. The category’s high came in October 2025 at $59.26, with an earlier peak band in December 2024–January 2025 ($57.29–$57.50). The lowest point was November 2025 at $18.82; prior to that trough, the softest month was March 2025 at $42.26.

Month-to-month volatility averaged $7.8, notably above the global benchmark’s $4.2. Excluding the November 2025 cliff, Consumer Goods’ average monthly swing settles to $4.8—much closer to market rhythm. Key inflections included a steep rise into December 2024 (+$12.6 MoM), a retrenchment into February–March (−$15.2 across two months), a steady rebuild through August (+$3–$5 monthly), a pre‑holiday surge into October (+$7.27), and then the November drop (−$40.44).

Seasonal and monthly dynamics

Seasonality is visible in two arcs. First, a year-end run-up where CPL lifted from November 2024 into a December–January high band. Second, a late‑summer to early‑Q4 push: July–October 2025 averaged $55.5, the priciest stretch of the year. Spring was comparatively softer; March–April hovered around $42–$43 before rebuilding across May–August. The outlier is November 2025: instead of continuing typical Q4 pressure, CPL reset to the series low, diverging sharply from the preceding October surge.

For context, the global series shows a gentler slope: a gradual climb from Q2 into a September 2025 high ($47.62), a modest October easing, and then a November dip—noticeable but not as extreme as the Consumer Goods swing.

Country vs. Global

Consumer Goods CPL sat above the global benchmark in 12 of 13 months. The gap was widest in January 2025 (+61% vs. market) and December 2024 (+45%), remaining elevated through mid‑year (+15% to +27%). The spread narrowed in September 2025 (+9%), the closest the category came to global levels before spiking again in October (+32%). Only November 2025 undercut the global median, with Consumer Goods 34% below the market. Overall, the Consumer Goods average ($48.7) was about 22% higher than the global all‑industry average ($39.8), and it was more volatile—especially when November’s reset is included.

Closing

These Facebook Ads benchmarks for Cost Per Lead highlight how Consumer Goods across all countries typically carries above‑market lead costs, with strong seasonal lift in late summer and early Q4 and an unusual November 2025 reset. Understanding cost‑per‑lead trends in Consumer Goods at a global level helps teams gauge category dynamics against the broader market and interpret country‑specific ad costs within a global frame.