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Facebook Ads Cost Per Lead Benchmarks for Hardware and Networking in Brazil

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead for Hardware and Networking in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-lead benchmarks: summary and comparison

  • Brazil, Hardware and Networking sits far below the global cost-per-lead (CPL) baseline, averaging about 90% lower over the observed period.
  • Local CPL dropped sharply from November to December 2024 (down 54.9%), showing no Q4 run-up; globally, CPL typically rises in Q4 and peaked in November.
  • The global baseline shows elevated Q4 2024 costs, moderate fluctuations through mid-2025, and a notable dip by September 2025.

This analysis looks at cost-per-lead trends for industry Hardware and Networking and target country Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Selected data performance (Brazil, Hardware and Networking)

Coverage: Nov–Dec 2024

  • Average CPL: 3.50
  • High/Low: 4.82 (Nov 2024) / 2.17 (Dec 2024)
  • Month-to-month change: -54.9% from November to December (absolute change: -2.64)
  • Range and variability: The two-month range is 2.64, about 76% of the average, indicating a pronounced month-to-month swing.
  • Direction of travel: From the first to the last month, CPL decreased by 54.9%.

Notable movement:

  • A material dip from November’s 4.82 to December’s 2.17 signals a sharp end-of-year decline rather than a holiday lift.

Global baseline performance (all industries/countries)

Coverage: Sep 2024–Sep 2025

  • Average CPL: 35.80
  • High/Low: 41.58 (Nov 2024) / 20.63 (Sep 2025)
  • Average absolute month-to-month change: ~4.50
  • First-to-last change: Down 37.3% from Sep 2024 (32.88) to Sep 2025 (20.63)

Seasonality signals:

  • Q4 2024 was elevated (average 37.44), peaking in November (41.58) and easing slightly in December (39.63), consistent with typical holiday season cost pressure.

How Brazil compares to the global baseline

  • Overall level: Brazil’s Hardware and Networking CPL (avg 3.50) is about 90% below the global average (35.80), clearly below market.
  • Month-by-month vs. global:
  • Nov 2024: 4.82 in Brazil vs. 41.58 globally (about 88% lower).
  • Dec 2024: 2.17 in Brazil vs. 39.63 globally (about 95% lower).
  • Volatility: With only two months available, Brazil shows a steep one-month drop (-54.9%). The global series exhibits moderate, ongoing variability (~4.50 average monthly swing) with a sharp drop by Sep 2025.
  • Seasonality context: While global CPL typically increases in Q4 around holiday periods, Brazil’s Hardware and Networking CPL fell from November to December, diverging from the broader seasonal pattern.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Hardware and Networking and Brazil helps advertisers make more efficient budget and creative choices.

Understanding the Data

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 Hardware and Networking industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Brazil, 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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