See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Entertainment lead costs ran consistently below the all‑industry global baseline, but with far sharper swings. Across all countries, median Cost Per Lead (CPL) for Entertainment averaged 27.26 over the last 13 months versus the global 39.83 — about 32% lower — yet the category whipsawed through the year, peaking mid‑summer before sliding to the period’s lowest point in November. 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.
The series opened at 24.99 in November 2024 and closed at 11.19 in November 2025, a 55% drop, with a wide range from a low of 11.19 (November 2025) to a high of 50.90 (August 2025). The median month sat at 24.83, and average month‑to‑month movement was large: CPL shifted by 13.36 points on average, over three times the global benchmark’s 4.23.
Key pivots:
For context, the global all‑industry line rose steadily into September (47.62) and then fell sharply to 28.58 by November.
Seasonality shows a mid‑year lift and late‑year release:
Globally, a familiar rhythm appeared: costs tightened into late Q3, then retreated in November. Entertainment mirrored the timing but with larger amplitude.
Entertainment CPL tracked below the global benchmark in most months, typically by 30–60%. The narrowest gap came in January 2025 (just 2% below global). Two months moved above market: June (+10%) and August (+15%). The widest gaps appeared in late year — September (−53%), October (−53%), and especially November 2025 (−61%). On average, Entertainment CPL was 32% below global, with roughly double the range (39.71 vs. the global 19.04) and over 3× the monthly volatility.
In short, Facebook Ads benchmarks for Cost Per Lead in the Entertainment industry across all countries tell a story of low average costs, a pronounced mid‑year spike, and a sharp year‑end pullback — a more volatile pattern than the global all‑industry line. While CPC trends, CPM analysis, and CTR performance shape the broader acquisition environment, these CPL benchmarks help anchor country‑specific ad costs and industry ad performance for Entertainment at a global level.
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.
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.
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