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Facebook Ads Cost Per Lead Benchmarks for Healthcare in Sweden

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Cost Per Lead for Healthcare in Sweden

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-lead benchmarks: Healthcare in Sweden vs. global

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

Main takeaways

  • Healthcare in Sweden ran well below market: average cost-per-lead (CPL) of 5.29 versus 36.15 globally across the same months (≈85% lower).
  • Range and extremes: low of 0.61 (September 2024) and high of 7.50 (January 2025); baseline spanned 31.12–41.58.
  • Seasonality: Sweden showed an October spike, easing through December and rebounding in January; globally, CPL rose into November (holiday pressure) before easing in December–January.
  • Volatility: Sweden was far more volatile (avg absolute month-to-month change ≈305%, driven by a very low September base; ≈33% if September is excluded) versus ≈14% globally.
  • Relative level each month: Sweden remained 76%–98% below the global CPL.

Overview of Healthcare in Sweden (selected data)

  • Average (Sep 2024–Jan 2025): 5.29
  • High/Low: 7.50 (Jan 2025) / 0.61 (Sep 2024)
  • First-to-last change: +1,135% (0.61 → 7.50), amplified by the unusually low September starting point.
  • Month-to-month shifts:
  • Sep → Oct: +1,119% (sharp spike off a low base)
  • Oct → Nov: −16.0%
  • Nov → Dec: −24.3%
  • Dec → Jan: +59.3%
  • Notable movements: a pronounced October spike, a two-month easing through December, and a strong January rebound to the period high.

Global baseline (same window for comparison)

  • Average (Sep 2024–Jan 2025): 36.15
  • High/Low: 41.58 (Nov 2024) / 31.12 (Oct 2024)
  • First-to-last change: +8.1% (32.88 → 35.54)
  • Month-to-month shifts:
  • Sep → Oct: −5.4%
  • Oct → Nov: +33.6% (holiday build-up)
  • Nov → Dec: −4.7%
  • Dec → Jan: −10.3%
  • Pattern aligns with typical seasonality: costs typically increase in Q4 around holiday periods, then ease in January.

How Sweden compares to the global baseline

  • Level comparison by month:
  • Sep: 0.61 vs 32.88 (≈98% below market)
  • Oct: 7.40 vs 31.12 (≈76% below)
  • Nov: 6.22 vs 41.58 (≈85% below)
  • Dec: 4.71 vs 39.63 (≈88% below)
  • Jan: 7.50 vs 35.54 (≈79% below)
  • Overall positioning: consistently below market across all months, with a much wider swing month to month than the global series.
  • Seasonality: unlike the global November peak, Sweden’s peak appears in October and again in January, with a notable trough in December.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Healthcare and Sweden 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 Sweden, 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.

Sweden Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 6National Day
Jun 21Midsummer Day
Nov 1All Saints' Day
Dec 25Christmas Day
Dec 26Second Day of Christmas

Key Shopping Season

Late November (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)

Potential Advertising Impact

CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.

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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