Facebook Ads Cost Per Lead Benchmarks in Germany

Introduction

Germany’s cost per lead told a dramatic story this year: elevated, choppy, and consistently pricier than the global benchmark. After starting modestly in December 2024, median CPL in Germany surged in Q1, cooled through the summer, and then re-accelerated into Q4. Compared to the steadier worldwide trend, Germany’s market ran hotter and more volatile throughout most months, with standout spikes and a wide range between highs and lows.

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.

The story in the data

• Germany’s CPL began at 35.03 in December 2024 and ended at 111.87 in December 2025—an increase of roughly 219%.
• The yearly average in Germany landed near 87, with a wide range from a low of 35.03 (Dec 2024) to a high of 133.91 (Feb 2025).
• Month-to-month movements were pronounced. The sharpest lift came in February (+61 points from January), followed by steep pullbacks in March (−31) and August (−29). A late-year climb added +22 in November and a smaller +3.6 in December.
• Volatility averaged about 23.4 points per month in Germany, roughly six times the global benchmark’s 3.9-point average swing.

Globally, CPL was far more contained: a 13‑month average around 40, ranging from 32.53 to 48.41. The world trend eased into early Q1, edged higher toward late summer, and dipped again in December—noticeably calmer than Germany’s path.

Seasonal and monthly dynamics

Germany’s rhythm split into four clear acts:

• Q1 2025 ran hottest (average ~103), driven by a January jump and a February peak at 133.91.
• Q2 cooled (average ~86.7), with more moderate readings in April–June.
• Q3 softened further (average ~73.4), bottoming in August at 50.44 before a September rebound.
• Q4 re-accelerated (average ~102), closing the year near its highs at 111.87.

The global cadence was steadier: softer in early Q1 (average ~35.9), a mild build through Q2 and Q3 (up to ~43.7), and a year-end dip in December. The contrast is clear—Germany’s CPL saw pronounced peaks and troughs where the global benchmark mostly drifted within a tight band.

Germany vs. Global

• On average, Germany’s CPL was about 117% above the global level (87 vs. 40).
• The narrowest gap appeared at the very start: December 2024 saw Germany 9% below global (35.03 vs. 38.44).
• The widest gap arrived at year-end: December 2025 was 244% above global (111.87 vs. 32.53).
• Most months, Germany held a premium of roughly 80–140% over the world benchmark, with two notable exceptions: August sat only 18% above, and early-year (Feb–Mar) and year-end (Dec) gaps exceeded 200%.

Put simply, the global trend was steady (−15% from start to finish), while Germany’s line was choppier and ended much higher (+219%).

Closing

These Facebook Ads benchmarks underline how country-specific ad costs can diverge meaningfully from global norms. For all industries in Germany, cost per lead trends were elevated and volatile, with Q1 and Q4 surges, a Q3 trough, and a year-end close more than double the worldwide average. Understanding Facebook Ads cost-per-lead benchmarks for all industries in Germany helps advertisers evaluate CPL performance relative to global patterns and interpret industry ad performance in a Germany-specific context.