See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
The Gaming industry’s Facebook Ads Cost Per Lead (CPL) across all countries ran far below the global benchmark in 2025, but with striking month-to-month turbulence. The year opened with relatively elevated CPLs, collapsed into a spring trough, then surged in late summer and again in November before easing into December. It’s a story of bargains punctuated by brief, costly spikes—consistently below the all-industry global market, yet far more volatile.
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.
Gaming CPL averaged about $18.14 in 2025, less than half the global all-industry average of $41.53. It started at $20.68 in January and ended at $10.30 in December—down roughly 50% across the year. The low arrived in June at $4.15, while the highs clustered late: $42.98 in August (the annual peak) and $40.75 in November.
Momentum swung sharply:
Volatility was the defining feature. Average month-to-month absolute movement was about $17.17—roughly 5.5x the global benchmark’s steadier $3.13—signaling a choppier Gaming CPL profile despite lower overall levels.
The pattern shows a mixed Q1, a soft Q2, a powerful late-summer wave, and a classic Q4 spike-then-cooldown:
These rhythms differ from the global market, where CPLs generally climbed steadily through the year and peaked into Q4 before a mild December easing.
Across every month, Gaming CPL in all countries sat below the global all-industry benchmark:
Quarter by quarter, Gaming remained below market levels:
Trendwise, the global benchmark climbed roughly 21% from January to December, while Gaming declined about 50% over the same span—more volatile and persistently below average.
In 2025, Facebook Ads benchmarks for Cost Per Lead show Gaming across all countries running well below global CPLs, with sharper swings and pronounced late-summer and November spikes. For performance marketers tracking country-specific ad costs, CPC trends, CPM analysis, and CTR performance alongside CPL, these Gaming benchmarks provide a clear read on how industry ad performance compares to global patterns. Understanding Facebook Ads Cost Per Lead benchmarks for the Gaming industry across all countries helps contextualize engagement costs against the broader market.
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.
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