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
Across all countries, Fitness & Training Centers saw a cost-per-lead (CPL) cycle that was far choppier—and generally cheaper—than the global, all‑industry benchmark. The year opened with a steep drop in December, bottomed decisively in April, then surged to a July peak before easing into autumn. Volatility was the headline: big swings around seasonal inflection points, especially in Q2 and early Q3. 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.
Fitness CPL averaged $30.77 over the period, ranging from a low of $13.58 in April to a high of $48.13 in July. The series started at $44.15 in November 2024, dropped abruptly to $21.47 in December (−51%), and closed October 2025 at $29.62—down 33% from the starting point. Key beats:
Month-to-month volatility averaged $9.63—about 31% of the series average—signaling pronounced swings around seasonal pressure points.
By contrast, the global all‑industry benchmark averaged $40.94, with a narrower range ($33.35 in March to $48.29 in September) and much gentler month-to-month moves (average change: $3.22). The baseline climbed from $41.47 in November to $45.08 in October (+9%), peaking in September.
Seasonally, Fitness & Training Centers exhibited a soft Q2 and a powerful mid-year surge:
The baseline pattern was more orderly: a gentle rise from a March low into a late‑Q3 peak, with only a modest pullback in October.
Fitness CPLs sat below the global all‑industry benchmark most months—on average by $10.17, or roughly 25% lower. The gap was widest in April (−65% vs market) and remained substantial in May (−46%), December (−46%), and October (−34%). The narrowest gap occurred in August (−12%). Only two months ran above market: November (+6%) and July (+14%). While the global trajectory rose steadily (+9% from November to October), Fitness tracked a more uneven path and ended lower (−33%), underscoring higher sensitivity and greater volatility across all countries.
These Facebook Ads benchmarks for cost per lead show Fitness & Training Centers across all countries running below the all‑industry average, with pronounced mid-year swings and a marked Q2 trough followed by a July spike. Understanding CPL trends alongside broader CPC trends, CPM analysis, and CTR performance helps benchmark industry ad performance and evaluate country-specific ad costs against 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 Fitness & Training Centers industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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