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Facebook Ads Cost Per Lead Benchmarks for E-commerce in Italy

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Cost Per Lead for E-commerce in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-lead trends for industry E-commerce and target country Italy compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Overall level: Italy E-commerce cost-per-lead (CPL) averaged 30.92 over Sep 2024–Aug 2025, 16.6% below the global baseline (37.06). Italy was below market in 10 of 12 months.
  • Seasonality: A clear Q4 surge peaked in December at 49.22, followed by a reset in January and a pronounced summer dip in June (12.73). These patterns mirror typical holiday and seasonal dynamics in Facebook Ads.
  • Volatility: Italy showed high month-to-month variability (avg absolute MoM change 38.9% or 10.12), far above the baseline’s steadier 9.8% (3.42).
  • Trend over period: Italy’s CPL rose 66.8% from September (22.62) to August (37.72), versus a 12.6% rise in the baseline, ending near global levels in August (+1.9% above).

Overview of Italy E-commerce cost-per-lead

  • Average: 30.92 across the 12-month period.
  • Highs and lows:
  • Highest month: December at 49.22 (a 25.1% jump from November).
  • Lowest month: June at 12.73 (59.5% drop from May).
  • Range: 12.73–49.22, indicating wide dispersion.
  • Volatility:
  • Average absolute month-to-month change: 38.9% (about 10.12 in level terms).
  • Largest swings:
  • June → July: +134% rebound (12.73 to 29.79).
  • May → June: −59.5% dip.
  • Directionality:
  • From first to last month: +66.8% (22.62 in Sep to 37.72 in Aug).
  • Notable soft patches: March (22.69) and June (12.73).
  • Notable spikes: December (49.22).

Comparison with the global baseline

  • Baseline averages and extremes (same period):
  • Average: 37.06.
  • Highest month: November at 41.58.
  • Lowest month: October at 31.12.
  • First to last: +12.6% (32.88 in Sep to 37.03 in Aug).
  • Volatility: 9.8% average absolute MoM (≈3.42).
  • Relative positioning of Italy E-commerce:
  • Below market in 10 of 12 months, notably in June (66.8% below baseline).
  • Above market in December (+24.2% vs baseline) and slightly above in August (+1.9%).
  • Seasonal alignment: Both series rise into Q4; Italy overshoots the global pattern in December and undershoots sharply in June, indicating stronger seasonal amplitude than the baseline.

Seasonal patterns to note

  • Q4 spike: Costs climb through October–December, peaking in December—consistent with holiday-driven demand in Facebook Ads benchmarks.
  • Q1 reset: January and February retreat from December highs.
  • Early summer dip: A pronounced low in June followed by a recovery in July and a late-summer lift into August.

Understanding cost-per-lead benchmarks on Facebook Ads in E-commerce and Italy 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. For campaigns targeting Italy, 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.

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.

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.

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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