See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Marketing & Advertising lead costs tracked globally moved largely in step with the market average, but with sharper swings and a dramatic late-year drop. Across all countries, the industry’s cost per lead (CPL) averaged about $40.09, close to the $39.83 global benchmark, yet the path to that average was choppy: a high of $62.59 in November 2024, a mid-year spike in July 2025, and a slide to a series low of $15.88 by November 2025. 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 across all countries compared to the global benchmark.
The series opened elevated at $62.59 in November 2024 and closed at $15.88 in November 2025, a 75% decline from start to finish. Over the 13-month window, Marketing & Advertising CPL averaged $40.09, ranging from the $62.59 peak (November 2024) and a secondary crest at $55.11 (July 2025) down to the low of $15.88 (November 2025). The largest month-to-month moves underscored the volatility: a $21.89 drop from November to December 2024, a $17.85 lift from June to July 2025, a $16.28 reset from July to August, and a $12.62 slide from October to November 2025. On average, monthly absolute changes were $9.26—more than double the global market’s $4.23—signaling a more turbulent CPL environment for this industry across all countries.
Globally, CPL spanned a narrower range, from a low of $28.58 (November 2025) to a high of $47.62 (September 2025), with steadier month-to-month progression.
Late 2024 was elevated for Marketing & Advertising: costs started high in November and eased into December. Q1 2025 mixed a January trough ($38.48) with a February bump ($50.76), then settled in the high $30s through Q2. Q3 brought a clear pivot—July jumped to $55.11 before retreating in August and September. Q4 2025 broke with the typical pattern of rising late-year costs: CPL compressed sharply to $28.50 in October and reached the series low of $15.88 in November. By contrast, the global series built steadily from March to September before softening into November.
Relative to the global benchmark, Marketing & Advertising CPL was initially above market—+51% in November 2024, +26% in February 2025, and +18% in March. The gap narrowed to near parity in April (−1%), drifted slightly below in May and June (−3% to −9%), spiked above again in July (+31%), and then ran below global levels from August through November (−12% to −44%). The global line rose consistently from its March low ($33.27) to a September high ($47.62), up roughly 43%, while Marketing & Advertising showed a choppier arc—mid-year lift followed by a pronounced late-year decline to $15.88.
Taken together, these Facebook Ads benchmarks highlight a near-parity average but greater volatility for cost per lead in the Marketing & Advertising industry across all countries. Understanding CPL trends and their divergence from the global benchmark helps contextualize country-specific ad costs and broader industry ad performance patterns for the period.
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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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:
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
See how much it costs to get users to install an app