See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Healthcare lead costs across all countries ran hotter and swung wider than the market. From January 2025 to January 2026, Cost Per Lead (CPL) in Healthcare climbed steadily into a sharp Q4 surge, then reset dramatically at the start of 2026. Compared with the global benchmark, Healthcare sat higher most months, spiked harder in the holiday period, and then fell below market in January 2026.
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 across all countries compared to the global benchmark.
Healthcare CPL opened 2025 at $41.81 and ended January 2026 at $23.26, a 44% slide from the starting point after peaking late in the year. The average over the 13 months landed at roughly $52, with a high of $81.34 in November 2025 and a low of $23.26 in January 2026. Momentum built early—$41.81 in January to $59.01 by March—then cooled in April ($46.68) before settling into a mid-year plateau around the high $40s to low $50s. The story turned sharply in Q4: $62.44 in October, $81.34 in November, and $66.60 in December, followed by a sudden reset to $23.26 in January 2026.
Volatility was a defining feature. Month-to-month swings averaged about $11.9, more than triple the global benchmark’s $3.5. The run-up from January to November nearly doubled (+95%), then reversed quickly: November to January dropped 71%.
The pattern shows a classic holiday inflation amplified for Healthcare. Q1 strengthened from January to March, April dipped, and May–August hovered in a tight corridor ($48–$54). September softened to $43.88 just as the broader market rose, a divergence that set the stage for Q4 escalation. Across all countries, Healthcare’s Q4 averaged about $70—roughly 41% higher than January–September’s ~$50 average—before the January trough at $23, the lowest point in the period.
By contrast, the global benchmark’s Q4 lift was more measured: about $46.5 in Q4 versus $39.9 from January–September, a ~17% bump, then a step down in January to $34.46.
On average, Healthcare CPL across all countries ran about 28% above the global benchmark ($52 vs. $41). The gap fluctuated widely: August was the narrowest month at roughly 11% above market; September slipped 9% below; November widened to +68%; and January 2026 dipped 32% below global levels. March marked the most pronounced overage—about 76% above the benchmark—highlighting how Healthcare’s early-year climb outpaced the broader market’s softer Q1.
Trend-wise, the global line was steadier and largely flat year over year (January to January down ~2%), with a modest Q4 bulge. Healthcare was decidedly more volatile and seasonal, surging into Q4 and then resetting below market at the turn of the year.
As part of Facebook Ads benchmarks, this CPL analysis shows that Healthcare industry ad performance across all countries carried higher costs and sharper swings than the global average, with a pronounced Q4 peak and a January reset. Understanding Cost Per Lead benchmarks for Healthcare across all countries helps marketers gauge country-specific ad costs and compare outcomes to global patterns.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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