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
Finance lead costs told a two‑act story across all countries: a steep compression through early spring followed by a powerful run‑up into fall. Median Cost Per Lead (CPL) in Finance averaged $34.40 over the past 12 months, under the global benchmark’s $40.94, yet finished the period at its high point. The year opened near $44 in November 2024, sank to a $10 low by April 2025, then rebounded sharply to $62.55 in October — a 41% rise from the starting point and a 525% rebound off the April trough. Volatility was the defining feature: swings were larger and quicker than the global pattern, with standout spikes in September and October.
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.
The Finance downturn accelerated from January into April, aligning with a softer Q1–early Q2 phase often seen as competition resets. From late spring, costs rebuilt steadily, with late‑summer acceleration. September and October marked the strongest stretch, consistent with increased auction pressure heading into Q4. Notably, August offered a pause between two strong runs — a dip that set up the September spike.
Relative to the global benchmark, Finance CPL was lower most of the year. It sat above market in November (+7%) and January (+5%), then fell below in December (−5%) and more sharply from February to August (−41% to −74% at the April low; −19% in June; −32% in August). The relationship flipped late: Finance ran above global again in September (+20%) and October (+39%). The gap swung widely — from 74% below (April) to 39% above (October) — with Finance showing a choppier path against the global market’s steadier +9% rise across the period.
Facebook Ads benchmarks for Cost Per Lead in the Finance industry across all countries show a year defined by deep early‑year softness and a forceful late‑year surge, with markedly higher volatility than the global average. Understanding Finance CPL trends within these Facebook Ads benchmarks helps quantify country‑agnostic, industry ad performance and compare cost dynamics to broader, country‑specific ad costs and global patterns.
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:
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