See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Across all countries, Entertainment lead costs ran cheaper than the market but moved with sharper swings. Median Facebook Ads cost per lead (CPL) for Entertainment averaged about $27.6 from December 2024 to December 2025, versus a $40.1 global benchmark across all industries. The category hit a summer surge—peaking at $50.8 in August—then reset hard into early fall before rebuilding into year-end. While the global benchmark climbed into an October high and then cooled in December, Entertainment’s arc was almost the inverse.
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 across all countries compared to the global benchmark.
Entertainment CPL opened at $19.64 in December 2024 and closed at $25.34 in December 2025, a 29% lift year over year. The category’s 13‑month average was $27.6, with a wide range—from a low of $17.90 in February to a high of $50.82 in August.
Month to month, the narrative was kinetic. After a strong January ($35.0), CPL dropped by half in February (−49%), stabilized in March (~$20.2), and then built into a Q2 crest: $30.7 in April and $44.1 in June. The steepest single-month rise came in August (+$26.1 from July), followed immediately by the steepest pullback in September (−$27.0 from August). October marked the softest point of the back half at $20.46, before a gradual climb in November and December.
Volatility was the defining feature. Entertainment’s average absolute month‑over‑month move was roughly $13, more than triple the global benchmark’s ~$3.9, signaling a choppier market for Entertainment lead costs than the broader set of industry ad performance.
The cadence split into four clear phases:
That rhythm diverged from the global benchmark. The overall market typically tightened through Q3 and peaked in October (global October high of ~$48.4) before a December pullback. In contrast, Entertainment peaked earlier (August) and was notably soft when the global market was most expensive (October).
Entertainment CPL sat below the market in 10 of 13 months and averaged 31% under the global benchmark ($27.6 vs. $40.1). Moments above market were rare and clustered around surges: January (essentially at parity), June (+9% vs. global), and August (+19%). The narrowest gap was January; the widest was October, when Entertainment trailed global CPL by 58% ($20.46 vs. $48.41). Trend-wise, global CPL declined 15% from December 2024 to December 2025, while Entertainment rose 29% across the same span—but within 2025, Entertainment slid 28% from January to December as the summer spike faded.
In summary, Facebook Ads cost‑per‑lead benchmarks for the Entertainment industry across all countries show a lower‑cost, higher‑volatility profile versus the global market—defined by a summer high, an October low, and a year‑end recovery. These CPL trends help benchmark country‑agnostic, industry ad performance and frame where Entertainment diverges from broader, cross‑industry 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 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app