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Facebook Ads Cost Per Lead Benchmarks for Consumer Goods in Netherlands

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Cost Per Lead for Consumer Goods in Netherlands

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, cost-per-lead for Consumer Goods in the Netherlands averaged 34.08 over the period—about 4.8% below the global baseline average of 35.80.
  • The selected trend shows higher volatility than the market: average month-to-month movement was 29.7% versus 12.6% globally.
  • Clear seasonality appears: costs surged in Q4 (peaking in December), eased in January, stayed mostly below the baseline through spring and early summer, spiked in August, then dropped sharply in September.
  • From the first to the last month, the selected series fell 62.4% (30.90 to 11.64), versus a 37.3% decline in the global benchmark.

Overview of the trend

This analysis looks at cost-per-lead trends for industry Consumer Goods and target country Netherlands compared to the global trend. Across September 2024 to September 2025, the selected series averaged 34.08, with a high of 53.82 in December 2024 and a low of 11.64 in September 2025. Notable movements included:

  • Q4 surge: 26.77 in October to 48.94 in November, then 53.82 in December.
  • January correction: down to 34.08 from December (-36.7%).
  • Late-summer swing: July at 29.76, August spike to 41.46 (+39.3% MoM), then September at 11.64 (-71.9% MoM).

Comparison to the baseline

Against the global baseline:

  • Averages: 34.08 (selected) vs 35.80 (baseline) → selected is below average overall (-4.8%).
  • Highs and lows: selected peaked higher (53.82 vs 41.58) and bottomed lower (11.64 vs 20.63), indicating wider amplitude.
  • First-to-last change: selected -62.4% vs baseline -37.3%.
  • Volatility: selected’s average absolute MoM change is 29.7% vs 12.6% baseline, making it notably more volatile.

By month, the selected series was above market in 4 of 13 months (November, December, February, August) and below in the remaining 9 months. The most pronounced below-market stretch came in spring/early summer:

  • March: 28.13 vs 32.84 (≈14% below)
  • April: 28.65 vs 38.59 (≈26% below)
  • June: 30.98 vs 38.35 (≈19% below)
  • July: 29.76 vs 38.67 (≈23% below)

Seasonality and volatility details

  • Q4 pattern: Both series show higher costs in November–December, aligning with holiday demand; the selected data rose more sharply than the baseline.
  • Q1 reset: January dropped below December in both series, with a steeper pullback in the selected data.
  • Mid-year softness: April–July tracked below the global benchmark.
  • Late-summer surprise: August spiked above the market in the selected data, unlike the baseline.
  • September dip: Both series fell in September, with a much sharper drop in the selected data.

Monthly highlights

  • Highest month (selected): December 2024 at 53.82.
  • Lowest month (selected): September 2025 at 11.64.
  • Largest MoM increases: November 2024 (+82.8%), August 2025 (+39.3%).
  • Largest MoM decreases: September 2025 (-71.9%), January 2025 (-36.7%).

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

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Consumer Goods industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.

Why we use median instead of average

We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.

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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

Netherlands Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 26King's Day
May 5Liberation Day
May 29Ascension Day
Jun 8Pentecost Sunday
Jun 9Pentecost Monday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)

Potential Advertising Impact

CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.

Does campaign objective impact CPL?

Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.

How can I generate leads at a lower cost without hurting lead quality?

Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.

Should I optimize for leads or conversions if my goal is pipeline growth?

If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.

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