See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The headline: Entertainment cost-per-lead (CPL) moved with dramatic swings across this 13-month window and generally sat below the broader marketplace benchmark. 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 available compared to the global benchmark.
Entertainment CPL began in June 2025 at roughly $34.80 and finished June 2026 at $7.19 — a steep net decline of about 79% from start to finish. Across the period the Entertainment median CPL averaged approximately $31.00, with a low of $7.19 (June 2026) and a peak of $72.23 (March 2026). That peak-to-trough range (~$65) signals episodic pressure on lead costs.
Notable monthly moves include an end-of-year lift into December 2025 to ~$44.82, then a sharp drop into January 2026 to $8.61. The subsequent rebound into March 2026 produced the period’s high at $72.23 before another correction to about $39 in April. Month-to-month changes were extreme: the Entertainment series experienced average absolute swings of roughly 62% month-over-month, driven by multiple 100–200% jumps around the January–March window.
By contrast the global baseline median CPL averaged about $45.6 over the same months, with a much narrower range ($35.15–$53.35) and average month-to-month absolute moves near 7.5%.
The rhythm shows a modest Q4 build into December 2025, followed by a pronounced Q1 roller coaster. December’s lift (to mid-$40s) gave way to a Q1 trough in January (single digits), then an outsized March spike. April through May retraced part of that volatility before the low in June 2026. These swings create a pattern of late-year strengthening, an early-year collapse, and a high-amplitude rebound in late Q1 — far more jagged than the smoother baseline cadence.
Viewed against the global benchmark, Entertainment CPL was below average for most months — roughly 30–35% lower on average. The gap narrowed or flipped only during the March 2026 spike, when Entertainment exceeded the global median by about 44%. In volatility terms, Entertainment was far more volatile (average monthly absolute change ~62%) than the baseline (~7.5%), making it a higher-variance lens on industry ad performance and country-specific ad costs aggregated across All countries available.
Understanding Cost Per Lead benchmarks for Entertainment in All countries available — and how they diverge from broader Facebook Ads benchmarks, CPC trends, CPM analysis, and CTR performance narratives — helps frame industry ad performance and country-specific ad costs across global markets.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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