Facebook Ads Cost Per Lead Benchmarks in Denmark

Introduction

Across all industries in Denmark, cost per lead spent much of the year oscillating between restrained and extreme, diverging sharply from the global benchmark at key moments. The year opened below market, then surged into a steep Q1 lift and an extraordinary July spike, before cooling into autumn at still-elevated levels. The global series, by contrast, moved in a narrow band with mild late‑year firmness. 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 all industries in Denmark compared to the global benchmark.

The story in the data

• Starting point and finish: Denmark’s CPL began at 26.11 in December 2024 and ended at 66.81 in November 2025, a net increase of roughly 156%.
• Highs and lows: The low came in January (19.31). The high was a July spike to 1,080.59—the clear outlier of the series.
• Average and typical levels: Across the observed months, Denmark averaged 195, heavily skewed by July. The median month sat at 95.16, indicating most months clustered far below the July extreme but still well above global levels.
• Key movements:
• January dipped 26% from December, then February rebounded to 41.43 (+115% MoM).
• March vaulted to 159.43 (+285% vs. February), marking the first major breakout.
• After a modest ease into June (146.01, −8% vs. March), July exploded to 1,080.59 (+640% vs. June).
• By September, costs reset to 95.16 (−91% from July), then held in a tighter band through October (120.55) and November (66.81).

Volatility was pronounced. Using month-to-month changes across the observed intervals, Denmark’s average absolute swing was about 270 points; removing the July anomaly, the underlying churn still averaged roughly 40. The global benchmark over the same intervals moved by only about 4.2 on average, underscoring how atypical Denmark’s amplitude was.

Seasonal and monthly dynamics

• Q1 cadence (Jan–Mar): A soft January opened the year, followed by a February recovery and a sharp March lift, producing a Q1 average of 73—buoyed by March’s breakout.
• Mid-year dynamics: The series eased slightly into June before the July surge. That peak dominated Q3, with a two-month average of 588 (July and September combined), despite September’s comedown.
• Late-year pattern: October and November settled into a mid‑range zone (121 and 67 respectively), higher than the December 2024 baseline but far below the July apex. This aligns with typical patterns where Q4 competition can lift costs globally, though Denmark’s Q4 read still looked more restrained than mid-year.

Country vs. Global

Relative to the global Facebook Ads benchmarks for CPL:

• Denmark started below market: December was 32% cheaper than global; January was 45% lower.
• From February onward, Denmark consistently ran above the benchmark: +4% in February, +382% in March, +260% in June, and a striking +2,580% in July.
• Into autumn, Denmark stayed elevated: +98% in September, +149% in October, and +46% in November.
• On average (matching months), Denmark’s CPL was about 195 versus the global 41—roughly 4.8x higher. Even excluding July, Denmark’s average (~84) still nearly doubled the global benchmark. The gap was narrowest in early Q1 and widest in July.

Closing

Viewed through cost per lead, all‑industry Facebook Ads benchmarks in Denmark tell a year of sharp swings: an early‑year lift, a mid‑year spike, and a late‑year cool‑down—consistently more volatile and generally above the global benchmark. Understanding cost‑per‑lead trends for all industries in Denmark helps marketers assess country‑specific ad costs, compare CPL performance to global patterns, and contextualize Facebook Ads benchmark movements over the year.