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November 2024 - November 2025
Detailed observation of presented data
Crypto & Blockchain lead costs ran dramatically above the market through late 2024, then reset sharply into early 2025. In the three months observed, median Cost Per Lead (CPL) fell from an extreme November peak to a more tempered January level, while the broader global benchmark moved modestly lower before trending upward later in 2025. Volatility in Crypto & Blockchain was several orders of magnitude higher than the market, with November standing out as a clear outlier.
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.
Across November 2024 to January 2025, Crypto & Blockchain CPL averaged about $549, starting at $1,026 in November, dropping to $358 in December, and landing at $263 in January. The high-water mark came in November ($1,026), with January marking the low ($263), a 74% slide across the window. Month-to-month, the series saw a dramatic -65% reset from November to December, followed by a further -27% step down into January. The average absolute monthly swing was roughly $382, underscoring a highly turbulent cost environment.
By contrast, the global CPL benchmark averaged roughly $39 over the same three months, easing from $41 in November to $36 in January (-14% overall). The global series moved only $1.84 and $3.89 month-to-month across those intervals, an average swing near $2.9—far steadier than Crypto & Blockchain.
The scale of the gap is notable: Crypto & Blockchain CPL was about 25x above the global benchmark in November (+2,376%), 9x in December (+804%), and 7x in January (+635%). Even as the premium narrowed, Crypto & Blockchain remained structurally above-market through the period.
The pattern shows a late-Q4 spike followed by a December correction and additional softening into early Q1. That rhythm aligns with broader market mechanics—global CPLs typically ease into January as competition and budgets recalibrate—yet the Crypto & Blockchain swing was far more pronounced.
Looking beyond January, the global benchmark (all industries) climbed through 2025, rising from $35.74 in January to a peak near $48.29 in September (+35%), then cooling slightly in October. This points to a market-level trajectory of tightening through mid-to-late year, even as the Crypto & Blockchain view in this timeframe captures only the Q4 surge and early Q1 rebaseline.
Relative to the global benchmark, Crypto & Blockchain across all countries ran persistently above market with much sharper fluctuations:
While the global trend eased gently into January (−14%), Crypto & Blockchain fell far faster (−74%). Volatility was also elevated: average monthly movement of ~$382 for Crypto & Blockchain versus ~$2.9 globally—more than 100x the amplitude.
Facebook Ads benchmarks for Cost Per Lead in Crypto & Blockchain across all countries indicate exceptionally high, highly volatile CPLs versus the global market, with a late-2024 spike and a sharp early-2025 reset. Framing these CPL trends within the broader global benchmark provides a clear view of industry ad performance and country-specific ad costs for this category at a worldwide level.
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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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.
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.
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