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Facebook Ads Cost Per Lead Benchmarks in Italy

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Cost Per Lead in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-lead benchmarks: Italy vs. global

  • Overall, Italy’s cost-per-lead (CPL) sits below the global baseline on average (−15%), with sharper seasonal swings.
  • Clear Q4 pattern: a steep run-up into November (peak), followed by a gradual deflation and a summer trough.
  • Volatility is elevated in Italy: average month-to-month change is nearly 3x the global baseline.
  • Across the year, Italy was above market in November–March, roughly in line in April, and below market in the remaining months.
  • The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

This analysis looks at cost-per-lead trends for all industries available in Italy compared to the global trend.

What happened in Italy (Sep 2024–Aug 2025)

  • Average and median: Italy averaged 31.44, with a median of 34.17.
  • Highs and lows: Peak in November 2024 at 55.19; low in September 2024 at 8.04 (secondary low in July 2025 at 10.60). Range: 47.15.
  • Trend shape:
  • Q4 surge: Sep→Nov jumped from 8.04 to 55.19, including a +271% spike in October and +85% in November.
  • Q1/Q2 easing: From November’s high, CPL eased to 38.47 by April.
  • Summer trough: May→July fell −35% then −32%, reaching 10.60 in July before rebounding to 17.13 in August (+62%).
  • End-to-end movement: From first to last month, Italy rose +113% (driven by an unusually low September starting point).
  • Volatility: Average absolute month-to-month move was 9.86; biggest single change was +25.32 in November.

How Italy compares to the global baseline

  • Level comparison:
  • Averages: Italy 31.44 vs. global 37.06 (Italy −15% below market).
  • Medians: Italy 34.17 vs. global 38.47 (Italy −11%).
  • Highs and lows:
  • Italy’s peak (55.19) exceeded the global peak (41.58) by +33% in November.
  • Italy’s lows were far lower than global (e.g., September 8.04 vs. 32.88, −76%).
  • Global range was narrower: 10.46 (31.12 to 41.58) vs. Italy’s 47.15.
  • Volatility:
  • Italy average MoM absolute change: 9.86 vs. global 3.42 (about 2.9x higher).
  • Global CPL remained in the mid-to-high 30s most months, indicating steadier performance.
  • Month-by-month positioning:
  • Above market: November–March (e.g., November +33% vs. global).
  • In line: April (−0.3% vs. global).
  • Below market: September–October and May–August (notably July −73% vs. global).
  • Baseline trajectory: Global CPL increased a modest +12.6% from September to August, consistent with a stable market backdrop.

Seasonal patterns to note

  • Italy exhibits pronounced seasonality with a Q4 spike (peaking in November) and softening into late spring and a summer trough, before a late-summer rebound.
  • The global baseline shows milder seasonality, with Q4 mildly elevated but far less dramatic than Italy.

Understanding cost-per-lead benchmarks on Facebook Ads in industry All industries available and Italy 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. 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.

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.

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

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.

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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