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Facebook Ads Cost Per Lead Benchmarks for Finance in United Kingdom

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Cost Per Lead for Finance in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, Great Britain Finance cost-per-lead (CPL) levels were far above the global baseline overall.
  • The selected series averaged 287.96 versus a global average of 37.06 across the same months—about 7.8x above market.
  • Extreme volatility in the selected data: median month‑to‑month change was ~63.9% versus just ~5.4% for the global trend.
  • The highest month was June 2025 (1,245.50), over 32x the global median that month; the lowest was September 2024 (4.78), ~85% below the global benchmark.
  • Seasonality differs: the global trend shows a modest Q4 uplift (peak in November), while Great Britain Finance spiked most in April–June.

What this analysis covers

This analysis looks at cost-per-lead trends for industry Finance and target country Great Britain compared to the global trend. Figures represent monthly medians.

Selected trend highlights (Finance, Great Britain)

  • Overall level and range:
  • Average: 287.96 across Sep 2024–Aug 2025.
  • High: 1,245.50 (June 2025).
  • Low: 4.78 (September 2024).
  • Range: 1,240.72 (very wide).
  • Momentum and volatility:
  • Median month‑to‑month change: ~63.9% (high volatility).
  • First-to-last month change: +2,287% (from 4.78 in Sep 2024 to 114.12 in Aug 2025), noting the very low starting point.
  • Notable spikes/dips:
  • Sharp climb April–June: 551.10 (Apr) → 537.50 (May) → 1,245.50 (Jun).
  • Rapid normalization afterward: −52.5% in July and −80.7% in August (from July).
  • Seasonal pattern:
  • Q4 (Oct–Dec) averaged 84.51, elevated versus early fall but far below the late-spring/early-summer peak.
  • The strongest seasonal effect appears in Q2 (Apr–Jun), not in Q4.

Comparison to the global baseline

  • Level comparison:
  • Selected average vs. global average: 287.96 vs. 37.06 (about 7.8x above market).
  • 11 of 12 months were above the global median; only September 2024 was below (4.78 vs. 32.88).
  • Highs and lows:
  • Global high: 41.58 (November 2024); global low: 31.12 (October 2024).
  • Selected peak (June 2025) was ~32x the global median that month (1,245.50 vs. 38.35).
  • Volatility:
  • Selected median month‑to‑month absolute change: ~63.9%; global: ~5.4% (stable).
  • Seasonality:
  • Global pattern shows a mild Q4 lift (November peak, December still elevated).
  • Selected pattern diverges with an outsized April–June surge (Apr–Jun average 778.03 vs. global 38.86, ~20x higher).
  • Trend over period:
  • Global increased moderately from September 2024 to August 2025 (+12.6%).
  • Selected rose sharply across the same start and end points due to a low September and very high mid‑year readings.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Finance and Great Britain helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

United Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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