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Facebook Ads Cost Per Lead Benchmarks for E-commerce

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead for E-commerce

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, the E-commerce, All countries available segment shows a higher median cost per lead than the global baseline overall: 42.42 vs 35.80 (+18.5% above market).
  • Across the 13-month window (Sep 2024–Sep 2025), E-commerce started elevated and trended down, falling 42.6% from 53.47 to 30.67. The baseline also declined, down 37.3% (32.88 to 20.63).
  • Clear seasonality: costs peaked in November and eased in December; E-commerce averaged 49.50 in Q4 2024 vs 37.44 for the baseline. Summer (May–Aug 2025) sat below the global trend before both series fell sharply into September.
  • Volatility is moderate: E-commerce shows a 13.5% average month-to-month absolute change vs 12.6% for the baseline.

About the dataset and scope

This analysis looks at cost per lead trends for industry E-commerce and target country All countries available compared to the global trend. Values represent the median by month.

E-commerce cost per lead highlights

  • Overall average: 42.42 across 13 months.
  • High and low: peak at 58.02 (Nov 2024); low at 30.67 (Sep 2025), a range of 27.35.
  • Trend: -42.6% from first to last month (53.47 → 30.67).
  • Volatility: average month-to-month absolute change of 13.5%.
  • Notable movements:
  • Q4 seasonality: October (+1.2%) into a November spike (+7.2%), followed by a sharp December drop (-37.3%).
  • Rebound in January (+21.8%), and another surge in April (+30.3%).
  • Step-downs in May (-34.8%) and June (-13.0%) stabilized into July–September (within ±1.6% each month).
  • Mid-year levels: May–August 2025 settled in the low 30s.

How E-commerce compares to the global baseline

  • Average positioning: E-commerce median is 18.5% above market (42.42 vs 35.80).
  • Month-over-month alignment:
  • Above market in 8 of 13 months (Sep–Nov 2024; Jan–Apr 2025; Sep 2025).
  • Below market in 5 months (Dec 2024; May–Aug 2025).
  • Highs and lows:
  • Baseline peak at 41.58 (Nov 2024); trough at 20.63 (Sep 2025); range 20.95.
  • E-commerce peaks higher and bottoms higher, indicating generally above-market costs.
  • Volatility comparison: E-commerce 13.5% vs baseline 12.6% average monthly absolute change.
  • Seasonal context:
  • Q4: Both series elevate into November; E-commerce Q4 average (49.50) runs ~32% above the baseline (37.44).
  • Summer: E-commerce dips below baseline from May through August.
  • September 2025: baseline records the sharpest single-month drop (-44.3%), placing E-commerce back above market.

Seasonal patterns marketers should note

  • Costs typically increase in Q4 around holiday periods, with E-commerce spiking in November and easing in December.
  • Post-Q4 recovery is evident early in the year (January–April), followed by softer mid-year costs.

Understanding cost per lead benchmarks on Facebook Ads in industry E-commerce and All countries available helps advertisers make more efficient budget and creative choices.

Understanding the Data

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 E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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