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Facebook Ads Cost Per Lead Benchmarks for Consumer Goods in South Africa

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Cost Per Lead for Consumer Goods in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • Consumer Goods in South Africa shows cost-per-lead well above market on average over the period, driven by an extreme spike in October 2024; the median sits modestly above global norms.
  • Volatility is very high: average absolute month-to-month change is about 123% versus 13% globally.
  • Q4 shows elevated costs, with a notable October surge in South Africa and a November peak in the global baseline.
  • 2025 year-to-date levels in South Africa are below the global baseline and trending upward from a March low.
  • From first to last observed month, South Africa declined roughly 90%, while the global baseline rose about 27%.

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

Selected data highlights (Consumer Goods, South Africa)

  • Coverage: Oct 2024–May 2025 (no reading in Jan 2025).
  • Average: 102.06; median: 44.32.
  • High: 450.62 in Oct 2024; low: 6.31 in Mar 2025 (range 444.31).
  • Change from first to last month: down 90% (Oct 2024 to May 2025).
  • Volatility: average absolute month-to-month swing ≈ 123%.
  • Largest moves:
  • Oct → Nov: −83% (450.62 to 74.74).
  • Dec → Feb: −85% (88.62 to 13.52).
  • Mar → Apr: +475% (6.31 to 36.29).
  • Q4 2024 average: 204.66, indicating substantial elevation centered on the October spike.

Comparison to the global baseline (same window: Oct 2024–May 2025)

  • Baseline average: 37.22; median: 38.73.
  • Relative positioning: South Africa’s average is +174% above baseline; its median is +14% above.
  • Baseline high/low: high 41.58 (Nov 2024); low 31.12 (Oct 2024).
  • The South Africa peak (450.62) is ~10.8x the global high; the South Africa trough (6.31) is far below the global floor.
  • Volatility: baseline average absolute month-to-month change ≈ 13% (stable).
  • First-to-last change: baseline up ~27% from Oct 2024 (31.12) to May 2025 (39.63), versus South Africa down 90%.
  • Q4 average baseline: 37.44, pointing to typical holiday-period uplift; South Africa’s Q4 average was 5.5x higher, concentrated in October.
  • 2025 YTD (Feb–May) average:
  • South Africa: 25.11
  • Baseline: 37.48
  • Positioning: South Africa is ~33% below the global average YTD, indicating a sharp correction after Q4.

Seasonality and patterns

  • Seasonal pressure appears in Q4 for both series. The baseline peaks in November (consistent with holiday demand), while South Africa shows an outsized October spike followed by normalization in November–December.
  • In 2025, South Africa dips to a March low (6.31) before rebounding in April–May (36.29 → 44.32), bringing levels closer to the global range.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Consumer Goods and South Africa 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 South Africa, 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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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