See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Cost per Lead in the Gaming category across all countries ran far below the global benchmark, but with far sharper swings. Over the 13-month window, Gaming’s CPL averaged about $19.26 versus the global $40.06, yet moved from lows near $4 to highs above $40, with abrupt surges and retreats. The standout moments: a deep Q2 trough, an August spike that briefly met the market, and a choppy finish to Q4.
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 compared to the global benchmark.
The period opened at $36.28 in December 2024 and closed at $8.87 in December 2025 — a 76% decline year over year. Between those points, Gaming CPL hit a low of $4.15 in June and a high of $42.98 in August, yielding a range of nearly $39. Average month-to-month movement measured $16.65, far more volatile than the global benchmark’s $3.91.
Key shifts defined the narrative:
Overall, Gaming’s CPL was cheaper than the market average, but the amplitude of its swings was notably higher.
Seasonally, the Gaming lead cost rhythm showed a mid-year trough and late-summer peak:
By contrast, the global benchmark typically tightened into late Q3 and early Q4, peaking in September–October before easing in December.
Relative to Facebook Ads benchmarks overall, Gaming across all countries stayed below market nearly every month:
Understanding Facebook Ads benchmarks for Cost per Lead in the Gaming industry across all countries highlights how country-specific ad costs and industry ad performance diverge from the global baseline. This CPL-focused view complements broader CPC trends, CPM analysis, and CTR performance context, helping teams gauge how Gaming lead costs track 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 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.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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