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Facebook Ads Cost Per Lead Benchmarks for Consumer Goods in Spain

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Cost Per Lead for Consumer Goods in Spain

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Spain, Consumer Goods cost-per-lead averaged 34.87, below the global baseline average of 37.06 (−5.9%), based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Clear Q4 seasonality: costs surged almost 100% from October (30.37) to December (60.70), then dropped by about 49% in January (30.76).
  • Volatility was high: average month-to-month absolute change was 11.31 versus 3.42 globally, indicating more pronounced swings in Spain.
  • From the first to the last month, Spain’s median cost-per-lead increased by 65% (Sep 2024 to Aug 2025), compared to a 13% lift in the global trend.
  • Spain ran above market in 4 of 12 months (Nov, Dec, Feb, Aug) and below market in the remaining 8 months.

What this analysis covers

This analysis looks at cost-per-lead trends for industry Consumer Goods and target country Spain compared to the global trend. It summarizes monthly medians and benchmarks them against a global baseline for Facebook Ads performance.

Spain, Consumer Goods: monthly benchmark highlights

  • Average: 34.87 across Sep 2024–Aug 2025.
  • High/low: peak in December 2024 at 60.70; trough in March 2025 at 22.69 (range: 38.01).
  • Trend: from 25.03 in September 2024 to 41.35 in August 2025 (+65%).
  • Volatility: average absolute month-to-month move of 11.31.
  • Notable spikes/dips:
  • October → December: +99.9% (30.37 → 60.70).
  • December → January: −49.3% (60.70 → 30.76).
  • July → August: +43.0% (28.93 → 41.35).

Global baseline comparison

  • Baseline average: 37.06 (higher than Spain by 2.19, or 5.9%).
  • Baseline high/low: November 2024 at 41.58 (high) and October 2024 at 31.12 (low); range 10.45.
  • Baseline trend: +12.6% from September 2024 (32.88) to August 2025 (37.03).
  • Volatility: average absolute month-to-month change of 3.42 (much steadier than Spain).
  • Above/below market months for Spain:
  • Above: November (+21.2%), December (+53.2%), February (+3.3%), August (+11.7%).
  • Below: 8 of 12 months; largest discount in March (22.69 vs 32.84, ~−30.9%).

Seasonality and pattern read

  • Spain shows pronounced Q4 pressure: costs increased sharply from October to December, followed by a January reset—stronger seasonality than the global pattern, which peaks in November and moderates in December.
  • Across the year, Spain’s series is more volatile, with larger swings around seasonal peaks and recoveries, while the global baseline is relatively stable.

Understanding COST_PER_LEAD benchmarks on Facebook Ads in industry Consumer Goods and Spain 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 Spain, 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.

Spain Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 17Maundy Thursday (some regions)
Apr 18Good Friday
Apr 21Easter Monday (some regions)
May 1Labour Day
Aug 15Assumption Day
Oct 13National Day of Spain
Nov 1All Saints' Day
Dec 6Constitution Day
Dec 8Immaculate Conception
Dec 25Christmas Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)

Potential Advertising Impact

CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.

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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