Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Education cost-per-lead (CPL) in All countries available ran materially below the global benchmark across this 13‑month window, but followed many of the same momentum patterns: a winter peak, spring swings, and a sharp mid‑year pullback. 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 in All countries available compared to the global benchmark.
Education CPL averaged about $21.31 per lead across the period, starting at $20.25 in July 2025 and finishing at $14.72 in July 2026 — a net decline of roughly 27% from start to end. The selected series ranged from a low of $14.72 (July 2026) to a high of $29.61 (February 2026). The global (baseline) median was substantially higher: average baseline CPL was about $44.10, with a high of $53.22 (Feb 2026) and a low of $20.82 (July 2026).
Key monthly movements include a notable simultaneous spike in February 2026 (Education: +48% from the January level to $29.61; baseline: peak at $53.22), followed by volatile spring months and a pronounced drop into July 2026. Education experienced monthly absolute swings averaging about $4.74 — driven by moves such as the Oct→Nov and Dec→Jan rebounds and the Jan→Feb surge. The median CPL for Education remained roughly half the global benchmark for much of the year.
Rhythm in the series shows winter strength and mid‑year easing. February 2026 stands out as the single-month peak for both Education CPL and the global median, after which both series moved lower into spring and early summer. There was a softer patch in October 2025 (Education trough at $16.51) and a renewed rise into December before the February apex. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; here the data reflect that cadence with a Q4 dip and an early‑year spike.
Volatility was consistent month-to-month: Education’s average absolute month change was about $4.7, nearly matching the global benchmark’s average monthly swing (~$4.69). That parity shows similar amplitude of movement, even as absolute cost levels differed.
Across months, Education CPL in All countries available trailed the global benchmark by a wide margin — on average roughly 52% lower. The gap varied: at its narrowest in July 2026 Education CPL was about 29% below the global median, and at its widest in October 2025 it was roughly 66% below. Both series peaked in February 2026 and then moved downward, but the baseline’s decline from July 2025 to July 2026 was steeper (about −51%) than Education’s (about −27%), narrowing the gap by mid‑year.
Understanding Facebook Ads cost-per-lead benchmarks for Education in All countries available helps advertisers evaluate lead costs and compare performance to global patterns. This snapshot ties into broader CPC trends, CPM analysis and CTR performance discussions when assessing industry ad performance and country-specific ad costs.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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