See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
India’s cost per lead (CPL) spent most of the year well below the global benchmark, then surged dramatically in October before easing in November. The underlying pattern through Q2–Q3 showed exceptionally low, stable lead costs, with standout spikes in February and an extreme outlier in October that reshaped the yearly average and volatility profile. 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 December 2024 to November 2025, India’s CPL started at 64.5, dipped to single digits in mid-year, and ended elevated at 222.4. The series averaged 307 for the period, but that mean is heavily skewed by October’s one-month spike to 3,229.7. The median—better reflecting the typical month—landed at 14.2. The low came in June at 4.23.
Month by month, the rhythm was clear:
Month-over-month swings averaged 586 points when including the October–November extremes. Before Q4, the average monthly change was about 25 points—more active than the global benchmark’s steadier 2.9-point average change.
Typical seasonality—softer efficiency early in the year, firmer costs as competition builds into Q4—was visible globally, but India’s pattern diverged in magnitude. In India:
Compared with the global Facebook Ads benchmarks for CPL, India spent most of the year below market:
Globally, CPL moved in a controlled, upward arc from January (34.7) to October (47.9) before easing in November (44.9), reflecting a steady, moderate rise rather than sharp swings.
In summary, Facebook Ads cost-per-lead benchmarks for all industries in India show a year marked by exceptionally low CPLs through mid-year, punctuated by a February surge and a one-off October spike that elevated late-year costs and volatility. Understanding these CPL trends and country-specific ad costs helps contextualize India’s industry ad performance against the global benchmark.
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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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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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