Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: Healthcare cost-per-lead (CPL) across All countries available showed a pronounced uphill trajectory over the 13-month window, ending the series more than double where it began and far above the baseline benchmark. 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 available compared to the global benchmark.
Healthcare CPL started at $47.01 in July 2025 and finished at $103.52 in July 2026 — a 120% lift from start to finish. Across the period the median CPL averaged about $61.3, with a low of $38.06 (August 2025) and a high of $103.52 (July 2026). The series features multiple swings: an early dip into August (−19% month-over-month), a steady climb through winter into February 2026 (+15–25% in several months), a sharp rebound in May (+56% from April), and a late spike into June–July that pushed CPL into triple digits.
Volatility was meaningful: month-to-month absolute changes averaged roughly 18% for Healthcare, indicating choppier movement compared with typical marketplace rhythms. Spikes by magnitude — notably the 55% jump from April to May and the 23% rise into July — punctuate a year that alternates between modest rises and abrupt jumps.
The cadence shows a soft late summer low (Aug–Sep 2025), a rise heading into winter and early Q1 (Dec–Feb), a consolidation in March–April, and then an outsized Q2 acceleration through July 2026. May and June stand out as unusually strong upward moves in CPL, producing the largest single-month absolute increases in the series. In contrast, the August 2025 trough and the September sideways month are the softest points. The series reads as a mix of seasonal momentum (early-year lift) and episodic cost pressure in late spring/early summer.
Compared with the baseline benchmark, Healthcare CPL in All countries available ran consistently above average for most of the window. The global baseline averaged about $44.1 across the same months, meaning Healthcare CPL was roughly +39% above the global benchmark on average. There were brief periods where Healthcare was actually below benchmark — August and September 2025 showed Healthcare at about 6–19% under the baseline — but those were short-lived. At its narrowest gap, Healthcare CPL was approximately 6% below the global median in September 2025; at its widest, it was roughly 400% higher in July 2026, driven by a simultaneous baseline dip and a Healthcare surge. Volatility for Healthcare was about 66% higher than the baseline’s average monthly swings (~18% vs ~10.8%).
Understanding Facebook Ads cost-per-lead benchmarks and industry ad performance for Healthcare in All countries available provides a clear view of how country-specific ad costs and broader CPC trends can diverge from global CPM analysis and CTR performance narratives. This snapshot highlights pronounced lift and volatility in Healthcare CPL versus the global benchmark.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Healthcare industry, Facebook ad costs can be higher than average because of specialized audience targeting and compliance requirements. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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