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
India’s cost per lead story in 2025 reads like two different markets in one: nine months of low, steady CPLs followed by a dramatic Q4 spike that dwarfed global levels. For most of the year, India’s monthly median CPL sat far below the worldwide benchmark; then October surged to an extreme, lifting the yearly average well beyond the global norm despite an otherwise frugal run. 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 all industries in India compared to the global benchmark.
Across 2025, India’s monthly median CPL ranged from 4.23 in June to 3,437 in October, averaging 326 for the year. That average is heavily skewed by the October shock. A more “typical” view comes from the median of the monthly medians, which was 13.8—underscoring how unusually low costs were for most months.
The year began modestly at 13.16 in January, jumped to 112.99 in February, then reverted to the teens by March (15.20) and April (13.89). Costs fell into single digits through May–August (7.27, 4.23, 4.43, 6.76), edged up in September (13.68), and then spiked in October (3,437) before partially normalizing in November (227.23) and December (61.01). Month-to-month volatility averaged an extraordinary 639 points, driven by the October surge; excluding the Q4 shock, average monthly movement was 42.7—still far choppier than the global pattern.
Globally, monthly median CPLs were steadier: 2025 averaged 41.5, ranging from 33.4 in March to 48.8 in October. Global month-to-month changes averaged 3.1, reflecting a smooth, incremental rise into Q4.
Seasonality was conventional in the global benchmark—costs generally firmed across the year and remained elevated through Q4. India’s seasonality diverged: Q2 and Q3 were the softest periods (averaging 8.5 and 8.3, respectively), while Q4 was exceptionally high (averaging 1,242 due to October’s spike). The first quarter in India was mixed: a low January, a February lift, and a March reversion.
In other words, India’s rhythm for 2025 favored low-cost acquisition through mid-year, a mild lift into September, and then an outsized Q4 escalation with only partial reversion by year-end. December closed at 61.01—364% higher than January—highlighting how the late-year reset did not fully return to earlier levels.
India tracked below the global CPL benchmark in most months: January (−62%), March (−54%), April (−63%), May (−81%), June (−90%), July (−89%), August (−84%), and September (−72%). The smallest gap came in December, when India was 44% above the global level (61.0 vs. 42.2). India rose above market in February (+181%), and far above in Q4: November (+369%) and October, which briefly ran about 69× the global median.
While the global curve climbed steadily (+16% from January to December), India’s path was more uneven (+364% January to December) with a single, pronounced shock in October. In volatility terms, India was more variable than the global benchmark throughout the year—even when excluding the October–November dislocation.
Understanding Facebook Ads benchmarks for Cost per Lead across all industries in India reveals a two-speed year: consistently low CPLs through mid-2025 against the global trend, followed by an exceptional Q4 spike that lifted averages well above worldwide levels. This country-specific CPL analysis helps marketers gauge industry ad performance in India and compare it 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting India, 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.
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.
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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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Cost per lead across different markets
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