Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Gaming cost-per-lead (CPL) across All countries available ran materially below the global advertising benchmark for much of the 12-month window, but the series is marked by dramatic spikes and outsized month-to-month swings. The month-to-month rhythm moves from very low summer CPLs into a November lift, a mixed winter, and a spectacular February surge that briefly pushed Gaming CPL above the global baseline. Volatility is notable: average CPLs look low in aggregate, but individual months behaved like outliers.
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 Gaming in All countries available compared to the global benchmark.
Gaming CPL started at about $4.26 in July 2025 and finished the period at $18.42 in June 2026. Across the 12 months the Gaming average was roughly $17.9 per lead, with a low of $4.26 (Jul 2025) and a high of $53.42 (Feb 2026). By contrast, the global baseline averaged about $46.0 over the same months.
Key monthly movements: July–October 2025 showed subdued CPLs in the $4–6 range, followed by a lift into November ($20.65) and a dip to $11.63 in December. January 2026 rose modestly to $13.58 before the dramatic jump to $53.42 in February — the single largest month. March retrenched to $22.82 and the series then hovered in the $18–30 band through June. Average absolute month-to-month change was about $10.5, signaling high short-term volatility. The largest month-over-month increase was +$39.85 (Jan→Feb), and the largest drop was -$30.61 (Feb→Mar).
A clear seasonal rhythm appears: a quietly priced summer and early fall (Jul–Oct), a pronounced November lift, softer December, then heightened variability in Q1. February stands out as an exceptional month — likely an outlier in the series — with CPL more than quadrupling from January. After that spike, CPLs retreat but remain elevated compared with early-summer levels. Overall, the pattern mixes a holiday-period lift with a disruptive Q1 surge that creates a jagged seasonal profile rather than a smooth cycle.
Across the measured window, Gaming CPL in All countries available ran roughly 61% below the global benchmark on average ($17.9 vs. $46.0). Most months the gap was wide — often 80–90% lower in mid-2025 — but that gap narrowed later in the series. At its narrowest point, Gaming CPL slightly exceeded the global level in February 2026 (Gaming $53.42 vs. global $53.22, about +0.4%). In other months the difference ranged from about -34% to -90% relative to baseline, illustrating that Gaming is generally a lower-cost ad vertical but also one that can be more volatile and subject to episodic spikes.
Understanding Facebook Ads cost-per-lead benchmarks for the Gaming industry across All countries available provides a data-grounded view of industry ad performance and country-specific ad costs relative to broader CPM analysis and CPC trends in global advertising.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Gaming industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
Analyze Facebook ad performance
See which ads, audiences, and creatives drive results.
Spot creative patterns that affect ROAS.
Create reports without spreadsheets.
The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
Compare cost benchmarks for Facebook advertising metrics.
Cost per click benchmarks across industries
Cost per thousand impressions across markets
Click-through rate benchmarks for Facebook Ads
Cost per lead benchmarks across markets
Cost per purchase benchmarks across industries
App install cost benchmarks