Facebook Ads Cost Per Lead Benchmarks for Education

Education CPL vs. the market: the headline

Education lead costs ran well below the global benchmark and moved with a clearer seasonal rhythm. From a December 2024 starting point of $27.63, Education’s median Cost Per Lead eased to a March low, then climbed through late summer, softened in November, and finished 2025 with a December rebound to $22.67. Across the same period, the all-industry benchmark was consistently higher, peaking into early Q4 before an unusually sharp December drop.

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.

The story in the data

• Education CPL averaged $19.88 across the 13-month window, ranging from a low of $13.83 in March to a high of $27.63 in December 2024.
• The series opened at $27.63 (Dec ’24) and closed at $22.67 (Dec ’25), an 18% YoY decline.
• Notable moves: a sharp January reset (−$12.61 vs. December), a strong May jump (+$7.40 vs. April), a November dip (−$5.15 vs. October), and a December rebound (+$4.39 vs. November).
• Average month-to-month swing was $4.10, implying a relative volatility of roughly 21% versus the category’s average CPL.

For context, the global benchmark averaged $40.06 over the same months, with a high of $48.41 in October and a low of $32.53 in December 2025. Its average monthly swing was $3.91.

Seasonal and monthly dynamics

Education showed a classic first-half softness followed by a late-summer lift:

• Q1 2025 averaged $15.44, troughing in March ($13.83).
• Q2 recovered to an $18.32 average, with May as a standout.
• Q3 rose further to $21.71, led by September ($23.62).
• Q4 steadied at $21.46: October near the annual high ($23.43), a November pullback ($18.28), then a December recovery ($22.67).

This rhythm aligns with broader seasonality: performance typically softens early in the year, strengthens into late Q3/early Q4, and faces mixed pressures in the holiday period. Unlike the broader market’s pronounced December drop, Education held firmer into year-end.

Education vs. Global Benchmark

• Level: Education CPL averaged about 50% below the all-industry benchmark ($19.88 vs. $40.06).
• Gap: The spread was widest in November (about 60% below market) and narrowest in December (roughly 28–30% below). For most months, Education trailed the benchmark by 40–60%.
• Momentum: From the March low to the autumn high, Education CPL climbed roughly 70%, a stronger climb rate than the broader market’s steady rise into Q3/Q4.
• Volatility: In dollar terms, Education ($4.10 average MoM change) was slightly more choppy than the benchmark ($3.91). Relative to its lower base, Education’s proportional variability was about double.

Overall, these Facebook Ads benchmarks show Education CPL trends across all countries staying materially below the global average, with a clear mid-year lift, a brief November soft spot, and a steadier December than the market at large. Understanding Cost Per Lead benchmarks for the Education industry across all countries helps marketers interpret country-specific ad costs, CPL trends, and how Education’s Facebook Ads performance compares to global patterns.