See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Germany’s cost-per-lead story over the past year is one of extremes: a steep Q1 surge culminating in a March spike, followed by a long descent that ends at the year’s lowest point in November. Compared to the global Facebook Ads benchmarks, Germany spent much of the year well above market, then flipped to well below average by late 2025. 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 all industries in Germany compared to the global benchmark.
CPL in Germany opened at €104.31 in November 2024, then dropped to €26.76 in December (−74%). From there, a four-month climb lifted costs to a high of €281.19 in March 2025 — the clear peak of the period. The correction that followed was sharp: April fell −53% to €132.24, May slipped to €50.74 (−62%), before a brief rebound to €125.04 in June (+146%). The back half of the year trended down: €86.20 in July, €50.44 in August, €42.52 in September, €17.61 in October, and a trough of €5.39 in November 2025.
Across the 13 months, Germany’s CPL averaged €87.77, more than double the global average of €39.83 (2.2x). Volatility was pronounced: month-to-month swings averaged €63 in Germany versus just €4.23 globally, underscoring a far choppier market. The range was wide — from a €281.19 high in March to a €5.39 low in November — a 52x spread. Over the full period, Germany’s CPL fell 95% from start to finish, while the global benchmark declined a milder 31%.
The rhythm is clear. Q1 was the intensity arc: January (€69.97) to February (€148.61) to March (€281.19) marked a consistent escalation. Q2 brought a correction, snapping back in April and May with a brief June rebound. Q3 cooled steadily and narrowed toward global levels, and Q4 2025 marked the softest point of the year in Germany, with October and November setting new lows.
Seasonal patterns that often see tighter conditions in late-year auctions appear inverted here: instead of rising CPLs in Q4, Germany’s cost per lead compressed dramatically.
Germany sat above market for most of the first half. January–June averaged €134.63 in Germany vs. €38.17 globally (≈3.5x). The peak divergence came in March: €281.19 in Germany versus €33.27 worldwide — about 8.5x higher (≈+745%). By contrast, the gap nearly closed in September when Germany (€42.52) trailed the global level (€47.62) by just 11%. The late-year gap flipped decisively: October was 61% below global, and November was 81% below (€5.39 vs. €28.58). Globally, the trendline was steadier and gently downward; Germany’s was more volatile with a dramatic reversal.
Understanding Facebook Ads cost-per-lead benchmarks for all industries in Germany highlights a market that swung from 2–8x above global CPLs in early 2025 to far below the world average by year-end. These country-specific ad costs provide a clear reference point for CPL trends, CPM analysis context, and broader industry ad performance relative to the global benchmark.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Germany, advertisers should consider local market factors and user behavior. 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.
Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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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