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 advertisers across all countries posted a strikingly volatile year for Facebook Ads cost-per-lead. Compared to the global benchmark across all industries, Finance ran cheaper on average but swung more sharply month to month. The narrative centers on a deep first-half trough—hitting a single-digit low in April—followed by a summer recovery and a pronounced spike into November. While the global baseline hovered near $40 for most of the year, Finance CPL averaged $31.69 and moved nearly three times as much month to month.
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 period opens at $51.00 in November 2024 and closes higher at $54.51 in November 2025, a 7% year-over-year lift. In between, Finance CPL ranged from a low of $8.12 in April to a high of $54.51 in November 2025, averaging $31.69. Volatility was pronounced: average absolute month-to-month movement was $10.9, far above the global benchmark’s $4.2.
Key moves punctuate the year. After December’s $39.98, CPL dropped 78% from January ($37.81) to April ($8.12). From that April trough, costs rebounded to $39.07 by July (+$31, nearly a fivefold rise), then slid 41% in August ($22.99) before climbing back to $34.48 in September and $29.80 in October. The sharpest jump came into November 2025, up 83% month over month to $54.51, the period’s peak.
The rhythm is asymmetrical: a soft and falling Q1 into a steep April low, a second-quarter rebound that crests in early Q3, and uneven late-summer to autumn movements culminating in a Q4 spike. First-half 2025 averaged $23.36 versus $36.17 in the second half, a 55% lift, underscoring the midyear recovery. By contrast, the global benchmark maintained a steadier midyear band near $41–$48, rising into September before easing in October and dipping sharply in November.
While industry CPL can be influenced by CPC trends, CPM analysis, and CTR performance, the Finance series here is notable for its intensity: a compressed Q1–Q2 trough followed by a rapid normalization and an outsized year-end surge.
Against the global benchmark, Finance CPL was lower on average (−20%) and below market in 9 of 13 months. The gap was narrowest in December 2024 (Finance +1% vs. global) and July 2025 (−7%), and widest in April (−79%) and August (−48%). Conversely, the bookends flipped: Finance ran 23% above global in November 2024 and 91% above in November 2025, when global CPL fell to $28.58 even as Finance spiked to $54.51.
Trend lines diverged as well. The global series climbed from the mid-$30s in January to the high-$40s by September (+33%), then softened. Finance moved in a choppier pattern: a sharp first-half decline, a summer rebound, and a late-year surge that closed the period above its starting point.
In sum, Facebook Ads benchmarks for cost per lead in the Finance industry across all countries show lower average costs than the global baseline but with far greater month-to-month volatility—marked by an April low, a summer rebuild, and a November peak. Understanding Finance CPL trends worldwide helps contextualize country-specific ad costs and compare industry ad performance to 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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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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