See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The headline: cost-per-lead (CPL) for Marketing & Advertising across All countries available ran notably higher and far more volatile than the global benchmark over the last 13 months, punctuated by a dramatic Feb–Mar 2026 spike. 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 Marketing & Advertising in All countries available compared to the global benchmark.
At the outset (June 2025) CPL sat at roughly $34.80 and finished the window in June 2026 near $35.77 — a modest 2.8% net lift from start to finish. That stability masks a bumpy year: the Marketing & Advertising series averaged about $64.4 per lead, with a low near $34.8 (June 2025) and a peak of $170.38 in March 2026. By contrast the global baseline averaged about $45.6 per lead (range $35.15–$53.35).
Month-to-month swings were substantial. CPL climbed into the mid-$50s in July and September 2025, stepped up to about $60 in November, then rose to the mid-$60s in January 2026. February and March produced outsized surges — $135.93 and $170.38 respectively — more than doubling and then nearly tripling typical baseline levels. After that spike CPL collapsed back to roughly $50 in April and settled in the high-$30s by June 2026.
Measured volatility emphasizes the tale: average absolute monthly change for Marketing & Advertising was roughly $28.5 (about 44% of its mean), whereas the global baseline moved only about $3.5 month-to-month (around 7.6% of its mean). Those Feb–Mar outliers drive a large share of the elevated average CPL.
Rhythm across the year shows episodic lifts in mid-summer and late autumn, a further climb into early January, then a sharp acceleration in late winter. The pattern includes a pronounced surge in early 2026 followed by a rapid decline into spring. The baseline series shows a gentler cadence: a small rise into Q1 2026 then a drift down into late spring. In plain terms, Marketing & Advertising CPL experienced short windows of intense pressure (notably Feb–Mar) rather than a steady seasonal curve.
Relative to the global benchmark, Marketing & Advertising CPL in All countries available ran above average overall — about 41% higher on mean. The gap fluctuated: at its narrowest (June 2025) CPL was roughly 19% below the global level; at its widest (March 2026) it was about 239% above baseline. Across the year the selected market was consistently more volatile and displayed larger month-to-month lift and decline than the global trend.
Understanding Cost Per Lead (CPL) benchmarks for Marketing & Advertising across All countries available — alongside Facebook Ads benchmarks, CPC trends, CPM analysis and CTR performance — provides a data-grounded way to read country-specific ad costs and industry ad performance across time.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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:
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Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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