Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks for Consumer Goods in United States

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

Cost Per Lead for Consumer Goods in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • The Consumer Goods industry in the United States shows consistently higher cost per lead than the global baseline across all months in the period, averaging 53.00 versus 35.80 (about 48% above market).
  • Clear Q4 seasonality: both series rise into November and ease in December, with the selected data peaking in November 2024 at 63.33.
  • Volatility is moderate: the selected series’ average month-to-month move is 5.57 (about 10.5% of its average), slightly steadier in relative terms than the baseline (4.50, or ~12.6%).
  • The period ends with a notable dip in September 2025 (21.01), mirrored by the baseline (20.63), bringing the selected series down 62% from its September 2024 starting point.

Scope and dataset

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

Selected series highlights (Consumer Goods, United States)

  • Average across the period: 53.00.
  • High: 63.33 in November 2024.
  • Low: 21.01 in September 2025.
  • Range: 42.31.
  • First-to-last change: down 62% (from 55.60 in September 2024 to 21.01 in September 2025).
  • Month-to-month dynamics:
  • Largest increase: +7.76 from October to November 2024.
  • Largest decline: −27.35 from August to September 2025.
  • Average absolute monthly change: 5.57.
  • Notable movements:
  • Q4 uplift in 2024: October to November jumped 14%; December eased to 58.74.
  • Mid-2025 softening: June to July fell to 46.60, with a mild rebound in August (48.36).
  • Sharp dip in September 2025 to 21.01.

Comparison to the global baseline

  • Baseline average: 35.80; high 41.58 (November 2024); low 20.63 (September 2025); range 20.95.
  • The selected series is above market in every month, averaging about 48% higher than the global benchmark.
  • Peaks and troughs:
  • Peak comparison: 63.33 (selected) vs 41.58 (baseline), roughly 52% higher at the peak.
  • Trough comparison: 21.01 (selected) vs 20.63 (baseline), nearly aligned at the bottom.
  • Change over time:
  • Baseline first-to-last decline: −37% (32.88 to 20.63), milder than the selected series’ −62%.
  • Volatility:
  • Average absolute month-to-month move: 5.57 (selected) vs 4.50 (baseline).
  • Relative to their averages, the selected series is slightly less volatile (10.5% vs 12.6%).

Seasonal patterns and timing

  • Q4 pressure is evident in both series: costs typically increase in November and ease in December.
  • Through early to mid-2025, both series fluctuate within tighter bands before a pronounced drop in September 2025, marking the lowest point of the period for both.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Consumer Goods and United States 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 United States, advertisers often face higher costs due to high competition and purchasing power. 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.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

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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