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
The global Education market ran consistently below the all-industry benchmark on Facebook Ads cost-per-lead, with a pronounced Q1 trough, a sharp late-spring rebound, and a softer finish into November. Leads in Education were materially cheaper than the market throughout the period and moved with slightly sharper month-to-month swings. 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 Education across all countries compared to the global benchmark.
Education CPL started high at 29.73 in November 2024 and fell to 27.44 in December before breaking lower in Q1 2025: 15.52 in January, a brief lift to 17.91 in February, and a cycle-low 14.31 in March. From there the market rebounded: 18.02 in April and a sharp jump to 26.53 in May, followed by a snap-back to 17.31 in June. The mid-year phase stabilized in the low 20s—21.41 in July, 22.61 in August, 24.01 in September—then eased to 21.90 in October and 17.36 in November 2025.
Across the 13 months, Education CPL averaged 21.08, ranging from a low of 14.31 (March) to a high of 29.73 (November 2024). The average absolute month-to-month move was 4.6 CPL points—about 22% of the mean—signaling a choppy but navigable market. From the March trough to the May peak, CPL nearly doubled (+85%), then retraced 35% in June before settling into a steadier Q3. Year over year, November 2025 finished 42% below November 2024.
Seasonality was clear. Q4 2024 was comparatively expensive for Education (average 28.59 across November–December), while Q1 2025 marked the annual low (average 15.91), consistent with softer post-holiday demand patterns. Q2 lifted to an average of 20.62, led by May’s spike, and Q3 held a firmer plateau (22.68 average across July–September). In early Q4 2025, CPL softened again, averaging 19.63 in October–November. The rhythm: a deep Q1 trough, mid-year firming, then a gentle late-year cool-down.
Against the all-industry global benchmark, Education’s leads were persistently cheaper. The global baseline averaged 39.83 over the same period, with a high of 47.62 in September and a low of 28.58 in November 2025. Baseline volatility averaged 4.2 points monthly—slightly less choppy than Education.
The gap varied by month. Education tracked 29% below the market at its narrowest (November 2024) and as much as 58% below at its widest (June 2025). Through Q1 2025, Education CPL was 56% below the global average (15.91 vs. 36.44). In Q3, Education remained about 49% below (22.68 vs. 44.64). Both series rose into late summer—global CPL +33% from January to September and Education +68% from March to September—before easing into Q4. By November 2025, Education was 39% below the market (17.36 vs. 28.58), with the market’s sharper late-year drop narrowing the gap.
Taken together, these Facebook Ads benchmarks show Education’s cost-per-lead trends across all countries: materially below the global market, most affordable in Q1, firmer mid-year, and softer again into Q4. This CPL analysis of Education industry ad performance worldwide provides a clear read on acquisition cost dynamics relative to the global benchmark.
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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. 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.
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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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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