Facebook Ads Cost Per Lead Benchmarks for Fitness & Training Centers

Introduction

Across all countries, Fitness & Training Centers saw a cost-per-lead story that runs cheaper than the market but with sharper ups and downs. From a $44 CPL in November 2024 to $25 in November 2025, the category fell 42% over the period, averaging $30 — well below the $40 global all-industry benchmark. The year pivoted around a deep trough in April, a sharp surge in July, and a cooler Q4. Volatility was notable: month-to-month shifts averaged $8.8 versus the market’s $4.2, signaling a more dynamic auction environment for fitness leads.

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 Fitness & Training Centers across all countries compared to the global benchmark.

The story in the data

The period opens at $44.15 CPL in November 2024, briefly dives to $21.47 in December, and enters 2025 at $27.21. Through Q1, CPL held in the high-$20s (average $28.73), then undercut itself in Q2 with a pronounced dip to $14.14 in April — the yearly low — and a quarterly average of $21.32.

Momentum flipped in Q3. CPL jumped to a yearly high of $48.23 in July, then eased to $39.31 in August and $33.42 in September (Q3 average $40.32). Q4 cooled again: $32.10 in October and $25.45 in November. Across the 13 months, Fitness & Training Centers averaged $30.33 per lead, spanning a wide $14–$48 range — a 2.4x swing, with average monthly moves of $8.76.

Key beats:

• High: $48.23 in July 2025
• Low: $14.14 in April 2025
• Average: $30.33 across all months
• Start to end: $44.15 → $25.45 (−42%)

Seasonal and monthly dynamics

The rhythm was soft–strong–soft. After a modest Q1, Q2 marked the weakest stretch (April’s $14 stands out), suggesting easier acquisition conditions in late spring. Q3 reversed course decisively with a July spike, keeping CPL elevated through September before easing into Q4. By November 2025, CPL settled near $25 — still above April’s low but far off the mid-year highs. This sequence aligns with a common year pattern where engagement and competition shift meaningfully between mid-year and year-end, though the fitness category’s amplitude was larger than average.

Country vs. Global

Relative to the global all-industry benchmark, Fitness & Training Centers were consistently cheaper and more volatile:

• Average gap: $30 vs. $39.8 (about 24% below market).
• Below-market in 11 of 13 months; briefly above in November 2024 (+6%) and most notably in July 2025 (+14%).
• The tightest gaps appeared in August 2025 (−11%) and November 2025 (−11%); the widest discount hit in April 2025 (−63% vs. the $37.91 benchmark).
• Volatility: fitness CPL moved $8.8 on average month to month; the benchmark moved $4.2.
• Benchmark shape: the global CPL climbed steadily from January to September (+33%), cooled in October, and dropped sharply in November (−37% vs. October) to $28.58 — still slightly above the fitness category’s $25.45 that month.

In short, the fitness industry’s CPL across all countries ran meaningfully below the global norm but with bigger month-to-month swings and a pronounced Q3 crest.

Closing

For Facebook Ads benchmarks, the cost-per-lead picture shows Fitness & Training Centers across all countries outperforming the global average on cost while exhibiting higher volatility. Understanding cost-per-lead trends for Fitness & Training Centers across all countries helps marketers gauge category-level acquisition costs and compare them to global patterns in broader industry ad performance.