See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Cost per lead (CPL) across all industries in Denmark moved through the year with dramatic swings and a standout midsummer spike, contrasting with a steadier global benchmark. The market dipped below global levels in early Q1 before surging sharply from March onward, ultimately finishing the period above the baseline despite a lower October close versus the previous November. 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.
Across the available months, Denmark’s CPL averaged roughly 210, lifted heavily by an exceptional peak in July. The period began at 202.68 in November 2024 and ended at 120.55 in October 2025, a 41% decline from start to finish. The low came in January at 19.31, followed by a sharp rebound: +115% into February (41.43) and then +285% into March (159.43). After a steadier June reading (146.01), July spiked to 1,080.59—more than six times June—before normalizing to 95.16 in September and 120.55 in October. Excluding the July spike, Denmark’s average CPL still sat at 101, well above the global average.
Volatility was pronounced. The average absolute change between reported months was about 285 points, versus just over 3 points globally. The range in Denmark stretched from 19.31 (January) to 1,080.59 (July), while the global series over the same span moved within a narrow band of roughly 33.27 to 47.62.
The closing months of 2024 showed a whipsaw: a high November followed by a December drop to 26.11. Q1 began soft, bottoming in January and rebounding in February, with momentum carrying into March. Spring‑to‑early‑summer readings held elevated levels (March and June), culminating in a dramatic midsummer surge in July. After that peak, CPLs resettled in early fall, with September marking a return to double‑digit costs and October stabilizing above global levels.
The global rhythm was more measured: CPLs generally edged higher into late summer, peaking in September, then eased slightly in October. By November 2025, the global median dropped to 28.58, hinting at a late‑year reset not mirrored in the Denmark series (no November 2025 local data point).
Relative to Facebook Ads benchmarks worldwide, Denmark’s CPLs exhibited both a premium and much larger swings. Denmark averaged about 210 versus a 40.76 global average for the same November–October window—roughly 5.1x higher. Even excluding July’s bulge, Denmark averaged 101, or about 2.5x the global level.
Month by month, Denmark dipped below the global benchmark in December (−34%) and January (−46%), hovered near parity in February (+3%), then moved decisively above market from March onward: +379% in March, +257% in June, and an outsized +2,463% in July. The premium narrowed post‑spike but remained substantial in September (+100%) and October (+167%). While the global trend climbed modestly (+9% from November to October), Denmark’s endpoint sat 41% below its own November starting point—an apparent decline that masks the year’s extraordinary midcourse surge.
Understanding Facebook Ads cost‑per‑lead benchmarks for all industries in Denmark reveals a market that oscillated far more than the global baseline, with a striking July peak and sustained premiums in the back half of the period. These country‑specific ad costs provide a clear read on CPL trends and industry ad performance in Denmark relative to global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Denmark, 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.
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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Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day
CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.
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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