Facebook Ads Cost Per Lead Benchmarks for Consumer Goods in Italy

Facebook Ads cost per lead benchmarks: Consumer Goods in Italy vs global

This analysis looks at cost per lead trends for industry Consumer Goods and target country Italy compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

• On average, Italy’s Consumer Goods cost per lead (CPL) was 33.51, about 9.6% below the global baseline (37.06) across the same months.
• Strong seasonality: pronounced Q4 run-up peaking in December, sharp reset in January, and a notable late-summer spike in August.
• Volatility is high in Italy: average month-to-month move of 12.28 (≈36.6% of its mean), far above the global baseline’s 3.42 (≈9.2% of its mean).
• Italy’s CPL finished the period 101.6% higher than where it started, while the global baseline rose 12.6%.
• Italy was below the global average in 8 of 12 months, but spiked above market in November, December, February (slightly), and August.

Italy, Consumer Goods — overview of the selected data

• Average: 33.51 over Sep 2024–Aug 2025.
• High: 58.24 in December 2024.
• Low: 20.47 in September 2024.
• Change from first to last month: +101.6% (20.47 in Sep 2024 to 41.26 in Aug 2025).
• Volatility (avg absolute month-to-month change): 12.28.
• Notable swings:
• Oct to Nov: +18.61 (+66.5%), Nov to Dec: +11.64 (+25.0%).
• Dec to Jan: −30.93 (−53.1%), Feb to Mar: −16.73 (−42.7%).
• Apr to May was nearly flat (+0.36), signaling a brief stabilization.
• Seasonal shape: costs climbed through Q4 to a December peak, reset in January, softened in March–June (with a dip in June at 23.52), then rose into August (41.26).

Global baseline — reference points

• Average: 37.06 across the same period.
• High: 41.58 in November 2024; December remained elevated at 39.63.
• Low: 31.12 in October 2024.
• Change from first to last month: +12.6% (32.88 to 37.03).
• Volatility (avg absolute month-to-month change): 3.42, indicating steadier month-to-month movements than Italy.

Italy vs global — relative positioning

• Overall level: Italy’s Consumer Goods CPL averaged 9.6% below market.
• Monthly positioning:
• Below market in 8/12 months, especially in September (−37.7%), March (−31.5%), and June (−38.7%).
• Above market in November (+12.1%), December (+47.0%), February (+0.9%), and August (+11.4%).
• Seasonality alignment:
• Both series show Q4 pressure typical of holiday advertising.
• Italy’s Q4 spike was more pronounced, with a much higher December peak than the global high.
• The January reset was sharper in Italy, followed by a choppy spring and a stronger late-summer surge than the global pattern.

What marketers should note about seasonality and volatility

• Q4: Costs typically increase in Q4 around holiday periods; Italy’s December peak (58.24) substantially exceeded the global high.
• January: Marked reset in Italy, larger than the baseline’s pullback.
• Spring to early summer: Italy showed mixed but generally below-market levels, with the lowest stretch in March–June.
• Late summer: Italy spiked in August, moving above the global baseline.

Understanding cost per lead benchmarks on Facebook Ads in industry Consumer Goods and Italy helps advertisers make more efficient budget and creative choices.