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
Across all countries, Entertainment lead costs ran materially below the global, all‑industry benchmark while moving with far sharper month‑to‑month swings. Cost per lead (CPL) averaged $27 for Entertainment versus a $41 global median, yet the category also posted one of the year’s biggest surges: a late‑summer spike to $59 in August before a quick retreat into September and October. The year opened soft, dipped to a February low, lifted into early summer, and then whipsawed around that August peak—highlighting a market that is cheaper than average but more volatile.
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 started at $24 in November 2024 and finished at $18.9 in October 2025, a 22% decline across the period. The average was $27, with a low of $18 in February and a high of $59 in August. Key movements underscored the volatility: December softened 21% from November ($24 to $19), January rebounded 81% ($19 to $35), and February fell 49% back to $18. After a steady climb into June ($41), August spiked 156% from July ($23 to $59) before a 63% drop into September ($21.5). Month‑to‑month absolute changes averaged $15.8, nearly five times the global benchmark’s $3.2.
The global baseline told a steadier story around a higher level. It averaged $41, ranged from $33 in March to $48 in September, and moved from $41 in November 2024 to $45 in October 2025 (+9%). Against that smooth backdrop, Entertainment’s CPL was both lower and more jagged.
Seasonality presented a clear rhythm. Entertainment CPL was soft through early Q1, reaching a February floor near $18, then lifted through spring to a first peak in June (~$41). Late summer brought the standout event: August’s $59 spike, the only month that ran meaningfully above the global median. Costs cooled rapidly in September (−63% month over month) and settled back near the late‑2024 band by October (~$19). By contrast, the global benchmark followed a more typical pattern—lighter costs in Q1, then a gradual climb into Q3/Q4.
Relative to the global, all‑industry benchmark, Entertainment CPL was consistently below market, averaging 34% lower across the year. The gap narrowed to just 1% in June ($40.7 vs. $41.1). It widened most in February and September, when Entertainment trailed by roughly 55% ($18 vs. $40 and $21.5 vs. $48.3, respectively). August was the sole “above market” month, with Entertainment’s $59 running about 31% higher than the $44.8 global level. While the global trend rose steadily (+9% from November to October), Entertainment declined (−22%) and showed greater month‑level volatility (~5× the global swing).
These Facebook Ads benchmarks highlight cost‑per‑lead patterns for the Entertainment industry across all countries: lower average CPLs than the global market, punctuated by sharper spikes—especially a late‑summer surge—followed by swift normalization. Understanding CPL performance for Entertainment across all countries helps frame country‑specific ad costs and compare industry ad performance to global Facebook Ads benchmarks and broader CPM/CTR dynamics.
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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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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