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
Finance leads were materially cheaper than the global average throughout the period. Across all countries, Cost Per Lead (CPL) for Finance averaged $21.9, roughly 45% below the global all‑industry benchmark of $40.1. The year told a clear story: a steep lift into January, a slide to an April trough, a summer rebuild, and a pronounced September peak before a Q4 cool‑down and a December reset. Finance was also more volatile month to month than the broader market, with bigger swings between highs and lows.
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 Finance across all countries compared to the global benchmark.
Seasonality was visible in both series. Finance softened through late Q1 into an April bottom, then rebuilt across Q2. The strongest quarter was Q3 (average $25.08), anchored by a September high. Q4 remained elevated in October–November before a December reset (Q4 average $24.43). The global pattern was similar but higher‑priced: Q3 was also the strongest (average $43.74), with October as the cycle’s top month, and a notable drop in December.
Quarterly Finance averages across all countries:
Global quarterly benchmarks:
Finance CPLs sat below the global benchmark every month, typically by 40–55%. The gap was narrowest in January (−26% vs. global) and widest in April (−64%). While the global benchmark climbed steadily into late summer and early fall, Finance was choppier: down through April, a mid‑year rebound, then a September spike. By December, Finance CPLs were 40% below global ($19.43 vs. $32.53). Over the calendar year 2025, Finance averaged $22.31 vs. the global $40.19, holding a consistent cost advantage while exhibiting greater month‑to‑month movement.
Understanding Facebook Ads benchmarks for Cost Per Lead in the Finance industry across all countries highlights a market that is consistently below global all‑industry costs, more volatile month to month, and seasonally strongest in Q3. These CPL patterns complement broader Facebook Ads benchmarks, including CPC trends, CPM analysis, and CTR performance, helping frame country‑agnostic ad costs for Finance relative to the global baseline.
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 Finance industry, Facebook ad costs can be typically higher due to high competition and valuable conversions. 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.
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
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