Facebook Ads Cost Per Lead Benchmarks for Healthcare in Denmark

Key takeaways

• Across September 2024 to January 2025, Denmark’s healthcare cost-per-lead (CPL) averaged 5.29, sitting about 85% below the global baseline average of 36.15 over the same months—consistently “below market.”
• The selected series shows a sharp initial spike from September to October, then moderates through November–December before rebounding in January; volatility is higher than the global trend.
• The global baseline shows a clear Q4 elevation (notably November–December), while Denmark’s healthcare CPL softens in November–December—indicating counter-seasonal behavior relative to the broader market.

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

Denmark Healthcare CPL: monthly trends

• Average and central tendency: average 5.29; median 6.22.
• High/low: highest in January 2025 at 7.50; lowest in September 2024 at 0.61.
• Change from first to last month: +1,135% (0.61 in September to 7.50 in January).
• Month-to-month movement:
• September → October: +6.79 (+~1,120%) spike.
• October → November: −1.18 (−16%).
• November → December: −1.51 (−24%).
• December → January: +2.79 (+59%).
• Notable pattern: a pronounced October jump, a dip through late Q4, then a January rebound. Excluding the first jump, average absolute MoM change is ~33%, signaling moderate volatility after October.

Global baseline over the same months

• Average and central tendency: average 36.15; median 35.54.
• High/low: highest in November 2024 at 41.58; lowest in October 2024 at 31.12.
• Change from first to last month: +8.1% (32.88 in September to 35.54 in January).
• Month-to-month movement:
• September → October: −5.3%.
• October → November: +33.6% surge.
• November → December: −4.7%.
• December → January: −10.3%.
• Seasonal signal: clear Q4 elevation (especially November), consistent with broader holiday-driven pressure on costs.

Comparison to the global benchmark

• Level: Denmark’s healthcare CPL is substantially below the global median each month—about 76% to 98% lower. Monthly snapshots:
• September: 0.61 vs 32.88 (−98%).
• October: 7.40 vs 31.12 (−76%).
• November: 6.22 vs 41.58 (−85%).
• December: 4.71 vs 39.63 (−88%).
• January: 7.50 vs 35.54 (−79%).
• Volatility: Denmark exhibits higher variability, driven by the early spike and the January rebound, whereas the global series changes more moderately (average absolute MoM change ~13.5%).
• Seasonality: the global median rises into Q4 (notably November), while Denmark’s healthcare CPL eases in November–December, suggesting a counter-seasonal pattern before a new-year uptick.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Healthcare and Denmark helps advertisers make more efficient budget and creative choices.