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
Healthcare lead costs across all countries traced a dramatic arc over the past 13 months: an early-year surge, a mid-year reset, and a steep slide into late Q4. On average, Healthcare’s Facebook Ads cost per lead (CPL) ran slightly below the global benchmark, but month-to-month swings were far sharper than the market overall. The category peaked at nearly $57 in March before falling to just under $20 by November, highlighting a year defined by spikes, reversals, and widening discounts versus the market late in the year. 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 Healthcare in all countries compared to the global benchmark.
Healthcare CPLs built momentum through Q1, rising from $39 in January to $56.86 in March. Q2 was mixed—April cooled, May lifted, June reset—before a marked softening through late Q3. September delivered the most abrupt correction of the year, with October partially recovering and November falling to the yearly low. In contrast to typical Q4 competition patterns often seen in Facebook Ads benchmarks, the observed period closed with a notable drop in November for both Healthcare and the global set.
Relative to the all-industry global benchmark, Healthcare ran 3–4% lower on average but with pronounced, alternating premiums and discounts:
Closing the period, both Healthcare and the global benchmark ended lower year over year (−34% and −31%, respectively). The net effect: Healthcare in all countries averaged slightly below market CPLs, with much sharper month-to-month swings and a late-year discount versus global levels.
Understanding Facebook Ads cost-per-lead benchmarks for Healthcare in all countries helps quantify country-specific ad costs, compare category CPL trends to the global market, and situate Healthcare performance within broader Facebook Ads benchmarks spanning CPC trends, CPM analysis, and CTR performance.
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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. 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.
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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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