See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
All industries in Denmark posted one of the choppier Facebook Ads benchmarks for cost per lead in 2025, oscillating between bargain-level months and an extreme mid-year spike. Compared to the global benchmark, Denmark spent much of the year above market, punctuated by a dramatic July surge that reshaped the annual average, followed by a calmer autumn and a soft December. The rhythm diverged from the steadier global climb, which tightened into higher costs in Q3–Q4.
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.
Denmark’s monthly median cost per lead started low at 19.31 in January, rose to 41.43 in February, then spiked to 159.43 in March. After dipping to the annual low of 13.81 in June, costs exploded to 1,080.59 in July—the clear outlier—before normalizing: 95.16 in September, 120.55 in October, 66.81 in November, and 29.27 in December. The year’s high-to-low spread was 78x, underscoring unusually sharp dispersion.
Across the nine reported months, Denmark averaged 180.71, but that figure is skewed by July. Excluding July, the average was 68.22, and the median for the year landed at 66.81—still well above the global median for overlapping months. Month-to-month volatility averaged 307 points across observed transitions; excluding the July shock, typical swings still averaged 51 points—far more turbulent than the global pattern.
Key moves:
Globally, cost per lead typically firms through Q3 and Q4 as competition rises, with softer engagement and pricing in early Q1. The global series followed that playbook: a low in March (33.43) and highs around September–November (48–49).
Denmark’s pattern diverged. Instead of a gradual Q3 build, the country saw an anomalous July spike, followed by elevated autumn costs and a notably soft December. The early-year path (January value below February and March) aligns with a slow start, but the mid-year whipsaw and late-year cooling create a stop‑start rhythm rather than a classic seasonal staircase.
Across overlapping months, Denmark’s average cost per lead was 180.71 versus a 42.06 global average—about 3.3x higher. Using a median lens, Denmark’s 66.81 sits 62% above the global 41.20. The gap varied widely:
Trend-wise, the global benchmark rose steadily about 21% from January to December (35.04 to 42.24). Denmark ended higher than it began (+52% from 19.31 to 29.27) but with a much choppier path dominated by the July surge.
Understanding Facebook Ads cost per lead benchmarks for all industries in Denmark shows a market that is generally above the global level, markedly more volatile, and shaped by a singular mid-year spike with steadier readings in early Q4 and a soft December. For context alongside CPC trends, CPM analysis, CTR performance, and country-specific ad costs, these CPL benchmarks help situate Denmark’s industry ad performance against 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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