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
Entertainment leads were consistently cheaper than the market in 2025, but the ride was bumpy. Across all countries, Facebook Ads cost per lead (CPL) for the Entertainment industry averaged $29, well below the global all‑industry benchmark at $41.53. The year opened near parity with the market, slumped hard in February, then whipsawed through mid‑year with sharp spikes in June and August before settling into the high‑$20s by December. Volatility was the defining feature: bigger monthly swings than the global baseline, with standout peaks and troughs that broke from typical Q4 patterns.
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 Entertainment in all countries compared to the global benchmark.
Entertainment CPL started at $35 in January and ended the year at $29.64, a 16% decline. The average for the year was $29, ranging from a low of $17.93 in February to a high of $49.30 in August. Mid‑year was the most turbulent: a lift from $22.61 in May to $44.14 in June, a pullback to $24.95 in July, and a surge to the annual high in August. The market then corrected sharply into September ($24.19) and bottomed for Q4 in October at $22.47 before a gentle rebound into November ($28.73) and December ($29.64).
Month‑to‑month moves averaged $12.5, indicating a choppier profile than the global all‑industry benchmark, where monthly shifts averaged just $3.1. In practical terms, half the year clustered in the low‑to‑mid $20s (February, March, May, July, September, October), punctuated by two distinct spikes in June and August.
Seasonality was inverted relative to typical holiday‑period pressure. The year’s softest point came early (February), followed by a gradual lift into late spring, then outsized mid‑summer spikes. After August’s peak, CPL fell hard into September and October, then stabilized into the holiday period rather than inflating. This contrasts with broader patterns where competition often intensifies through Q4, nudging costs higher; Entertainment’s CPL in all countries instead found a late‑year equilibrium in the high‑$20s.
Compared to the global benchmark, Entertainment CPL was cheaper in 9 of 12 months and averaged 30% below market for the year. The gap narrowed to near parity in January (roughly flat) and flipped above market in June (+7%) and August (+14%). At its widest, Entertainment CPL sat 54% below the global level in October; through September–November it trailed by roughly 40–50%. The global curve rose steadily from January to October (+39%) before easing in December, while Entertainment’s path was more erratic, ending the year down 16% from January.
Understanding Facebook Ads benchmarks for cost per lead in the Entertainment industry across all countries reveals a year of low average CPLs but higher volatility versus the global market. For teams monitoring CPC trends, CPM analysis, and CTR performance alongside CPL, this view clarifies how Entertainment’s lead costs compared with overall global patterns in 2025.
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 Entertainment industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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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.
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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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