Facebook Ads Cost Per Lead Benchmarks for Healthcare

Introduction

Global Healthcare lead costs moved in a different rhythm than the broader market. Across all countries, Healthcare cost per lead (CPL) climbed sharply into March, then unwound through late summer and settled back near where it started—while the global all‑industry benchmark rose steadily into Q3 and remained elevated into October. Volatility was the defining feature: Healthcare CPL swung far more than the market, with standout extremes in March and September.

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.

The story in the data

Healthcare CPL averaged 39.9 over the period, ranging from a low of 26.0 in September to a high of 56.9 in March. It opened at 30.0 in November 2024 and finished at 29.9 in October 2025—essentially flat end‑to‑end—despite a near‑doubling from November to March (+90%), followed by a 54% retreat from March to September.

Monthly movements were pronounced. Gains stacked up through Q1 (Nov→Dec +2.0; Dec→Jan +7.0; Jan→Feb +9.7; Feb→Mar +8.1) before a sharp reset in April (−15.8). Another rise in May (+8.9) was met by a two‑month slide into June (−11.0), a mild lift in July (+4.4), and a steep drop into the September trough (−15.9), with a modest rebound in October (+3.9). Average absolute month‑to‑month change was 8.0 points—about 20% of the mean—flagging a choppier profile.

For context, the global all‑industry benchmark averaged 40.9, with a smoother range: 33.3 (March low) to 48.3 (September high). Its average monthly swing was 3.2 points, roughly 2.5× calmer than Healthcare.

Seasonal and monthly dynamics

The Healthcare pattern inverted typical market seasonality. Instead of softening in Q1, CPL spiked, peaking in March (56.9) before moderating in April and May and sliding into a late‑summer low (26.0 in September). By contrast, the broader market trough occurred in March (33.3), then costs climbed steadily through Q3, reaching a September high (48.3) and remaining elevated in October (45.1). Healthcare’s late‑summer softness and end‑period reset returned CPL to near its Q4 2024 starting levels.

Country vs. Global

Compared to the global benchmark, Healthcare ran slightly below average overall (39.9 vs. 40.9, −3%). The gap, however, was inconsistent:

• Above market in January–May and July, most notably March (+71% vs. global).
• Below market in November–December and August–October, widest in September (−46% vs. global).
• The narrowest gap appeared in July, with Healthcare about 3% above global levels.

Across the period, the global trend rose steadily (+9% from November to October), while Healthcare finished flat, with larger interim swings and a summer reversal that the broader market did not mirror.

In short, these Facebook Ads benchmarks show a high‑volatility CPL profile for the Healthcare industry across all countries, marked by a Q1 surge, a late‑summer trough, and a net‑flat finish versus a steadily rising global baseline. Understanding cost‑per‑lead benchmarks for Healthcare in all countries helps situate industry ad performance against global patterns in Facebook Ads CPL trends and CPM/CTR performance context.