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Facebook Ads Cost Per Lead Benchmarks for Healthcare in Colombia

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Cost Per Lead for Healthcare in Colombia

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • The Healthcare cost-per-lead in Colombia is well below market: the selected average is 3.82 versus a global baseline of 35.60 over the same months (about 89% lower).
  • Volatility is high in the selected trend, with sharp swings from month to month (e.g., +152% in January 2025 and −98.8% by March 2025), while the global baseline is comparatively steady.
  • The global trend shows a typical Q4 uplift, peaking in November, whereas Colombia’s Healthcare data shows a softer Q4 and a pronounced spike in January followed by a sharp drop in March.

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

Selected trend overview

  • Period covered: Sep 2024 to Mar 2025 (no reading in Feb 2025).
  • Average: 3.82. High: 7.50 (Jan 2025). Low: 0.09 (Mar 2025).
  • Start vs. end: from 3.70 (Sep 2024) to 0.09 (Mar 2025), a −97.6% change.
  • Notable moves:
  • Sep → Oct: up to 5.72 (+54.7%).
  • Oct → Nov: down to 2.91 (−49.0%).
  • Nov → Dec: stable at 2.98 (+2.1%).
  • Dec → Jan: surge to 7.50 (+151.9%).
  • Jan → Mar: drop to 0.09 (−98.8% across the two-month gap).
  • Volatility: large average absolute change of roughly 71% between reported months, driven by the January spike and March dip.

Comparison to the global baseline

  • For the same months (Sep–Dec 2024, Jan and Mar 2025):
  • Baseline average: 35.60. High: 41.58 (Nov 2024). Low: 31.12 (Oct 2024).
  • Start vs. end: 32.88 (Sep 2024) to 32.84 (Mar 2025), a slight −0.15%.
  • Volatility: average absolute change around 13% between reported months; the largest move is the November rise (+33.6%).
  • Positioning: Colombia Healthcare is consistently below average (well under the global baseline) across the period. While the global trend is relatively stable with a November peak, the selected series shows outsized swings and a dramatic March trough.

Seasonal and timing signals

  • Baseline seasonality: costs typically increase in Q4 around holiday periods, visible in the November high and elevated Q4 average.
  • Selected pattern: Q4 uplift is modest (October was the local high for Q4), followed by a strong January spike and an exceptional drop in March, diverging from the steadier global pattern.

Method and scope

  • Metric: cost-per-lead (Facebook Ads benchmarks).
  • Industry: Healthcare. Country: Colombia. Baseline represents the global aggregate.
  • Figures reflect median monthly values; comparisons are made only for months present in the selected series.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Healthcare and Colombia 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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. For campaigns targeting Colombia, 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.

Colombia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Mar 24Saint Joseph's Day
Apr 17Maundy Thursday
Apr 18Good Friday
May 1Labour Day
Jun 2Ascension Day
Jun 23Corpus Christi
Jun 30Sacred Heart of Jesus
Jul 20Independence Day
Aug 7Battle of Boyacá
Aug 18Assumption of Mary
Oct 13Columbus Day
Nov 3All Saints' Day
Nov 17Independence of Cartagena
Dec 8Immaculate Conception
Dec 25Christmas Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)

Potential Advertising Impact

CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform better.

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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