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
Italy’s Facebook Ads cost per lead (CPL) told a two-act story in 2025: an above-market start, followed by a deep mid-year slide and a late recovery that still sat well below global levels. While the global benchmark steadily climbed into Q4, Italy’s curve was choppier, marked by sharp drops in early summer and a brief August rebound before stabilizing into the holidays. 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 available in Italy compared to the global benchmark.
For all industries in Italy, CPL averaged 28.1 across 2025, with a high of 43.6 in February and a low of 11.0 in July. The median landed at 31.1, higher than the mean, reflecting a few very low-cost months pulling the average down. Month-to-month moves were pronounced: average absolute volatility was 8.5 points, more than double the global benchmark’s 3.1.
The year opened elevated (41.4 in January to 43.6 in February) before drifting to 38.7 in April. A sharp correction followed: 22.5 in May and 18.9 in June culminated in the July trough at 11.0. August snapped back to 31.7, the largest single-month upswing (+20.7). A second dip arrived in September (13.4) and October (13.9), followed by a year-end lift to 31.6 in November and 30.7 in December. From January to December, Italy’s CPL fell 26%, underlining the full-year downshift despite the Q4 recovery.
Globally, CPL averaged 41.5 across the same period, peaking in October (48.8) and bottoming in March (33.4), with a cleaner, rising pattern from late Q2 through Q4.
Global dynamics were more linear: CPL generally rose through late Q3 and peaked in October before a modest December easing.
Italy averaged 28.1 versus the global 41.5—about 32% lower for the year. The country started above market in January through April (+4% to +20%) but ran below benchmark from May onward, with the widest gaps in July to October (−59% to −73%). Even during the August rally, Italy remained 27% below global. By quarter:
In short, global CPL rose steadily (+21% from January to December), while Italy declined (−26%), with Italy’s month-to-month swings roughly 2.7 times more volatile than the benchmark.
Understanding Facebook Ads benchmarks for cost per lead across all industries in Italy reveals a year defined by early strength, a mid-year correction, and a late, partial recovery that stayed below the global trend. For performance marketers tracking country-specific ad costs and broader CPC trends, CPM analysis, and CTR performance, these CPL trends clarify how Italy’s all-industry benchmarks diverged from global patterns in 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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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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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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