See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Education advertisers in India experienced a year of extremes in Facebook Ads benchmarks for cost per lead. The market swung from exceptionally efficient lead costs in midyear to a dramatic Q4 surge, diverging sharply from the steadier global benchmark. While January opened around the global level and December closed somewhat elevated, the intervening months delivered sharp peaks and troughs—especially an October spike that reset the year’s narrative.
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 India compared to the global benchmark.
CPL in India’s Education sector started at 45.7 in January and ended at 61.0 in December (+34% from start to finish). The period’s low landed in June at just 2.34, followed by two quiet months near 9.6 in July and August. The standout event arrived in October with a towering 7,313, easing to 1,195 in November and normalizing to 61.0 by December.
Across the 11 reported months, the average CPL was 838—heavily skewed by October and November. A more representative central point is the median month at 61.0, and excluding October–November, the period’s average settles at 78. Notable swings punctuated the year: February rose to 231, March fell to 18.1, April lifted to 194.7, and May cooled to 132.9 before the deep June trough. Average month‑to‑month movement reached 1,533 points, versus 111 when looking only through August, signaling how Q4 reshaped volatility.
The first quarter mixed mild elevation with instability: a February lift (231) and a March pullback (18.1). Q2 drifted downward, sliding from April’s 194.7 to May’s 132.9 and then bottoming in June (2.34). Q3 was unusually quiet and efficient, with July and August both near 9.6. Q4 flipped the script: October’s surge to 7,313 and November’s 1,195 marked the year’s costliest period, before December returned closer to typical levels at 61.0. Globally, CPLs tend to firm into Q4; India’s Education segment amplified that seasonal effect dramatically.
The global benchmark averaged roughly 41.5 in 2025, ranging from 33.4 (March) to 48.8 (October) with modest average monthly swings around 3.1. India’s Education CPL alternated between below-market efficiency and extreme premiums: below global in March (−46%), June (−94%), July (−76%), and August (−78%); above in January (+30%), February (~4.7x), April (~4.2x), May (~3.4x), October (~150x), November (~23.7x), and December (+44%). The gap was narrowest in the bookends (January and December), widest in October. Over the year, the global trend rose steadily about +20%, while India’s path was choppier, rising +34% from January to December but with far greater volatility.
Understanding Facebook Ads cost-per-lead benchmarks for the Education industry in India shows a market defined by midyear efficiency and a Q4 cost surge, diverging sharply from the smoother global pattern. This CPL analysis of country-specific ad costs helps quantify how Education ad performance in India compares to global Facebook Ads benchmarks.
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. For campaigns targeting India, 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.
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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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