See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Crypto & Blockchain sits in a distinctly higher-cost lane for lead generation. Across all countries, cost per lead (CPL) started extremely elevated in December 2024 and then pulled back sharply in January 2025—still many multiples above the market. The global, all-industry benchmark, meanwhile, followed a steadier seasonal rhythm through 2025, cresting in early Q4 before easing into December. The headline: Crypto & Blockchain CPL remains premium-priced relative to the global benchmark, with a notable month-to-month reset at the turn of the year.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Crypto & Blockchain across all countries compared to the global benchmark.
The Crypto & Blockchain series shows two observed months. CPL was 358 in December 2024 and stepped down to 263 in January 2025, averaging 310 across the period. That 27% decline month over month (-95 points) marked the low of the two-month window in January and the high in December.
Against the global, all-industry CPL, the premium was stark. In December 2024, Crypto & Blockchain ran about 9.3x above the global median (358 vs. 38.44). By January 2025 the gap narrowed but remained wide at roughly 7.5x (262.87 vs. 34.89). The single observed month-to-month move in Crypto & Blockchain (95 points) dwarfed the typical month-to-month step in the global benchmark during 2025, which averaged about 3.9 points—signaling much sharper short-term swings for this industry during the observed period.
Seasonally, the data points align with a familiar pattern: costs are heavier into late Q4 and reset in early Q1. The selected Crypto & Blockchain CPL peaked in December, then eased in January—consistent with typical year-end competition that pushes country-specific ad costs higher, followed by a new-year softening.
The global baseline for 2025 reflects that broader rhythm with more continuity. It averaged about 40 for the year, ranged from a low of 32.53 in December to a high of 48.41 in October, and climbed steadily from late Q1 through early Q4 before easing into year-end. While CPC trends and CPM analysis often show Q4 inflation, CPL in the global benchmark similarly rose into September–October and then cooled, underscoring how downstream conversion costs can mirror upper-funnel pressure. This is not a CTR performance view, but CPL offers a clean read on industry ad performance around lead acquisition.
Relative positioning is consistent: Crypto & Blockchain CPL was far above market levels in both observed months. In December 2024, the industry’s CPL stood 831% above the global benchmark; in January 2025, it was 654% higher. The gap narrowed by roughly 19% from December to January, driven by the Crypto & Blockchain decline, while the global benchmark itself softened modestly from December 2024 into January 2025. The global series then rose through the middle of 2025 (+39% from January to October) before easing in December, a steadier arc than the sharp two-point swing seen in Crypto & Blockchain.
In short, Facebook Ads benchmarks for cost per lead show Crypto & Blockchain operating at a substantial premium across all countries, with a pronounced December peak and a January reset that remains well above the global baseline. Understanding cost-per-lead dynamics for Crypto & Blockchain globally helps contextualize country-specific ad costs and compare industry ad performance to the wider market.
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 Crypto & Blockchain industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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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.
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.
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.
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.
If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per lead across different markets
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