Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks for Consumer Goods in Sweden

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead for Consumer Goods in Sweden

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • For Consumer Goods in Sweden, cost-per-lead (CPL) averaged 35.31 across the last 12 months, about 4.7% below the global baseline (37.06) — generally below market.
  • Strong seasonality is evident: a sharp Q4 spike (Nov–Dec), a correction in Q1, and a late-summer lift in August.
  • Volatility is higher than global norms: average absolute month-to-month change is ~24% vs ~10% for the baseline.
  • CPL finished the period 81.5% higher than it started, driven by peaks in November–December and a renewed surge in August.

This analysis looks at cost-per-lead trends for industry Consumer Goods and target country Sweden 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 (Sweden, Consumer Goods)

  • Average CPL: 35.31; high: 52.92 (Dec 2024); low: 22.88 (Mar 2025).
  • First-to-last month change: up 81.5% from September 2024 (23.73) to August 2025 (43.06).
  • Notable spikes and dips:
  • Big run-up into Q4: +81.6% from October to November and a further +2.0% into December.
  • Post-holiday correction: -41.5% from December to January; another -35.6% from February to March (the yearly low).
  • Late-summer rebound: steady gains from May to July, then a +22.0% jump in August.
  • Volatility: average absolute month-to-month move of ~24%, indicating materially higher fluctuation than the global benchmark.

Comparison to the global baseline

  • Overall level: Sweden’s CPL sits below market in 9 of 12 months. The average gap over the period is -4.7% versus global.
  • Highs and lows:
  • Sweden peaked at 52.92 (Dec), well above the global high of 41.58 (Nov).
  • Sweden’s trough was 22.88 (Mar), materially below the global low of 31.12 (Oct).
  • Trend over time:
  • Sweden: +81.5% from first to last month.
  • Global: +12.6% from first to last month.
  • Volatility:
  • Sweden: ~24% average absolute monthly change.
  • Global: ~9.8%, indicating steadier conditions globally.
  • Seasonal comparison:
  • Q4 (Oct–Dec): Sweden averaged 44.46, 18.7% above global (37.44) — clearly above market during peak holiday demand.
  • Q1 (Jan–Mar): Sweden averaged 29.78, 16.7% below global (35.75) — below average post-holiday.
  • Summer (Jun–Aug): Sweden averaged 37.37, slightly below global (38.02), but August in Sweden moved above market (43.06 vs 37.03).

Seasonal patterns and timing

  • Clear holiday season uplift: costs surge in November–December, consistent with broader Facebook Ads benchmarks.
  • Post-holiday normalization: pronounced declines into January–March, more intense than the global baseline.
  • Summer: modest mid-year stability with a distinct end-of-summer rise in August for Sweden.

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

Optimize Smarter with Superads

Improve your Facebook ad performance

• Instant performance insights – See which ads, audiences, and creatives drive results.

• Data-driven creative decisions – Spot patterns to improve ROAS.

• Effortless reporting – No spreadsheets, just clear insights.

Get Started for free →

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.

Sweden Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 6National Day
Jun 21Midsummer Day
Nov 1All Saints' Day
Dec 25Christmas Day
Dec 26Second Day of Christmas

Key Shopping Season

Late November (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)

Potential Advertising Impact

CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.

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.

Explore Facebook Ads Metrics

Discover detailed cost benchmarks for different Facebook advertising metrics:

CPC (Cost Per Click)

Average cost per click benchmarks across industries

CPM (Cost Per Mille)

Cost per thousand impressions across different markets

CTR (Click Through Rate)

Benchmark click-through rates for Facebook ads

Cost Per Lead

Cost per lead across different markets

Cost Per Purchase

Average cost per purchase benchmarks across industries

Cost Per App Install

See how much it costs to get users to install an app