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July 2025 - July 2026
Detailed observation of presented data
Gaming cost-per-lead (CPL) in "All countries available" ran notably lower than the global benchmark over the last 13 months, but with sharper jumps and a pronounced outlier in early 2026. 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 CPLs started the period at about $4.11 in June 2025 and finished at $11.76 in June 2026. Across the 13 months the Gaming median CPL averaged roughly $15.06, with a low near $3.57 (October 2025) and a high of $48.04 (February 2026). By contrast the global baseline averaged about $45.59, ranging from roughly $35.15 to $53.35.
Month-to-month movements show a mostly low-cost baseline through late 2025, punctuated by sharp lifts: September 2025 climbed to $9.38, November 2025 rose to $16.54, and the series spiked dramatically in February 2026 to $48.04 — the single-largest jump. After that spike the metric retrenched to mid-$20s in spring 2026 before settling back near $11.76 in June 2026. The aggregate picture is a low average CPL that nonetheless experienced episodic surges.
The rhythm shows pockets of soft performance in summer and early fall 2025 (June–October generally under $10), followed by two distinct uplift periods: late 2025 (November–January) and a pronounced peak in February 2026. Spring 2026 (March–May) remained elevated relative to mid‑2025 but below the February spike, then cooled into June 2026. Those movements create a pattern where low-cost months alternate with sharp, short-lived lifts rather than a smooth seasonal curve — a choppy cadence rather than a steady Q4-to-Q1 trend.
Across every month the Gaming CPL series sat below the global benchmark, but the gap varied dramatically. On average Gaming CPLs were about 67% below the baseline ($15.06 vs $45.59). The narrowest gap appeared in February 2026, when Gaming CPLs reached about 90% of the baseline (roughly 10% below global levels). The widest gap was October 2025, when Gaming CPLs were approximately 93% below the global median. Volatility underscores the contrast: Gaming monthly absolute changes averaged about $9.68, nearly three times the baseline’s average monthly move of $3.47 — i.e., more volatile than the broader market even while staying mostly below it.
Understanding Facebook Ads Cost Per Lead benchmarks for Gaming in All countries available provides a data-grounded view of industry ad performance and country-specific ad costs relative to global CPL trends.
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 Gaming 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.
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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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