See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Italy’s all‑industry cost per lead moved through a year of extremes: expensive bookends in December, a steep slide into midsummer, then a late‑year rebound. Compared with the global Facebook Ads benchmarks, Italy ran cheaper on average but far more volatile, with wide month‑to‑month swings and a pronounced Q3 trough that diverged from worldwide patterns.
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 Italy compared to the global benchmark.
Across Dec 2024–Dec 2025, Italy’s CPL averaged about 31, well below the global average of 40. The year opened high at 59.14 in December 2024, then eased to the low 40s in Q1 2025 (41.44 in January, 43.60 in February, 40.47 in March), and softened further through April (38.71). A sharp reset followed: 22.51 in May and 17.56 in June culminated in the yearly low at 10.97 in July. The market whipsawed into August at 30.98, dropped again in September (13.23) and October (13.88), lifted in November (28.09), and finished 2025 elevated at 42.28.
Volatility was the defining feature. Italy’s average absolute monthly move was roughly 9.9 points versus 3.9 globally—about 2.5x choppier. Percent shifts tell the same story: a 42% drop in May, a 183% jump in August, and a 102% rise in November. High to low, the range in Italy stretched from 59.14 down to 10.97 (a 48‑point spread); globally, the spread was much tighter (32.53–48.41).
The rhythm was asymmetric. Italy entered 2025 above market while gradually easing through spring. The slide accelerated from April to July (down 72%), creating a deep Q3 trough: July–September averaged 18.4. Q4 brought a stepwise recovery—October’s 13.88, November’s 28.09, then a December close at 42.28—but the quarter still averaged 28.1, below global levels.
By contrast, the global CPL climbed into late Q3 and October (peaking around 48), then eased in November and fell sharply in December (32.53). That makes Italy’s midsummer low and late‑December strength stand out against typical seasonal pressure observed worldwide.
On average, Italy’s CPL was about 23% below the global benchmark across the full period, and 29% lower when looking at 2025 alone (28.6 in Italy vs. 40.2 globally). The gap flipped direction over the year:
At its narrowest, Italy hovered roughly 5% above global CPLs in April; at its widest, it trailed by about 73% in July and September. While the global trend was steadier and peaked into Q3–Q4, Italy’s path was more turbulent, with a deeper midyear reset and a late‑year rebound.
Understanding Facebook Ads cost‑per‑lead benchmarks for all industries in Italy shows a market that averaged lower CPLs than the global baseline but moved with materially higher volatility. This country‑specific ad cost view helps quantify how Italy’s CPL performance diverged from worldwide patterns across 2025.
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 Italy, 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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Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.
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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