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Facebook Ads Cost Per Lead Benchmarks for Education in India

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Cost Per Lead for Education in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B of Facebook Ads data, Education in India shows cost-per-lead well above the global baseline on average (+91%), but with extreme month-to-month swings.
  • The period features sharp spikes (February and April) and an unprecedented dip in June, with costs ending far below where they started (-85% from October to August).
  • Seasonally, both series show a Q4 lift into November and a softer January. Unlike the steady global pattern, India’s Education CPL oscillates dramatically from Q1 to Q3.

Overview and context

This analysis looks at cost-per-lead trends for industry Education and target country India compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Selected time series highlights

  • Average and median: The average CPL across Oct 2024–Aug 2025 is 71.46, with a median of 64.06.
  • Highs and lows:
  • High: 213.43 in February 2025; a second peak at 194.70 in April 2025.
  • Low: 2.28 in June 2025, followed by low single digits in July (7.70) and August (8.99).
  • Range: 211.15 across the period, indicating a very wide spread.
  • Trend from first to last month: Down 85% (60.97 in October 2024 to 8.99 in August 2025).
  • Volatility: Extremely high average absolute month-to-month change of ~163%. Notable moves include:
  • October → November: +19.6%; December → January: -9.8%
  • January → February: +233%; February → March: -90.5%
  • March → April: +858%; May → June: -96.7%

Comparison to the global baseline

  • Overall level: Average CPL of 71.46 (Education, India) vs 37.44 (global) across the same months—about 91% higher, i.e., above market.
  • Baseline stability: Global CPL stays in a narrow band:
  • Average 37.44; median 38.59; high 41.58 (November 2024); low 31.12 (October 2024).
  • First to last month: +19% (31.12 to 37.03).
  • Volatility: Average absolute month-to-month change of ~10.2%.
  • Relative positioning by month: Education in India sits above the global level in 7 of 11 months (Oct, Nov, Dec, Jan, Feb, Apr, May), and below in March and throughout June–August.
  • Spread comparison: India’s range (211.15) dwarfs the global range (10.45), underscoring much higher variability.

Seasonal and monthly patterns

  • Q4: Both series rise into November, then ease slightly in December—consistent with higher holiday-period competition.
  • Early-year reset: January is softer than December in both series.
  • Spring to summer divergence: While the global baseline remains steady through Q2–Q3, Education in India swings from a March dip to an April spike, then collapses to record lows in June and stays low through August.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Education and India 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 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.

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.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

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.

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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