See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Gaming cost-per-lead (CPL) in the aggregated “All countries” set ran well below the global baseline for most of the year, but it carried large swings and a dramatic late spike. 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 Gaming CPL series started in June 2025 at about $4.11 and finished in May 2026 at roughly $24.76 — a roughly +502% move from first to last month. Across the 12-month window the median Gaming CPL averaged about $15.16, with a low of $3.57 (October 2025) and a high of $48.04 (February 2026). By contrast, the global baseline CPL averaged approximately $46.61 over the same months, ranging from about $40.57 to $53.76.
Month-to-month momentum in Gaming was uneven: early summer stayed sub-$6 CPL (June–August), then climbed into the mid-single digits and doubled into November (peaking near $16.54), cooled in December and January, then surged in February to the year’s peak of $48.04 — an over 300% jump from January. That February spike gave way to a retrenchment (March fell to ~$20.74) before a steady rise into spring (April–May around $22.76 and $24.76).
Volatility was pronounced. Gaming showed average absolute monthly moves of about $9.0, far larger than the baseline’s average monthly change of roughly $3.0. That makes Gaming roughly three times more volatile in month-to-month CPL swings than the broader market.
The series showed pockets of seasonal rhythm mixed with outliers. Summer months were quiet (sub-$6 CPL), autumn produced a sharp uplift into November, and winter had a mid-winter spike followed by partial normalization. Typical baseline behavior was steadier across Q3–Q1, while the Gaming series produced sharper pulses in late Q4 and late Q1. The February 2026 spike stands out as an exceptional month relative to the rest of the year.
Across every monthly comparison, Gaming’s CPL remained below the global benchmark — often dramatically so. Gaming averaged about $15.16 versus the global $46.61, meaning Gaming CPLs were roughly 67% lower on average than the baseline. The gap varied: the widest differential occurred in October 2025 (Gaming ~92% below baseline), while the narrowest gap arrived in February 2026 when Gaming was only ~11% below the global CPL. Overall the global baseline was steadier and higher; Gaming delivered lower medians but much more episodic spikes.
Understanding Cost Per Lead benchmarks for Gaming across All countries helps advertisers and analysts frame industry ad performance, Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance comparisons, and broader country-specific ad costs in a global context.
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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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
See how much it costs to get users to install an app