Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Marketing & Advertising cost-per-lead (CPL) in All countries available ran above the global baseline across this 13-month window, with punctuated spikes and a pronounced rebound-and-drop sequence in early 2026. 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.
The Marketing & Advertising CPL began at about $53.91 in July 2025 and finished at $32.09 in July 2026 — a decline of roughly 40.5% from start to finish. Across the period the category averaged about $64.3 per lead, versus a global baseline average near $44.1 — roughly 46% higher than the market benchmark. The all-country series hit a peak of $170.79 in March 2026 and a low of $32.09 in July 2026. Monthly behavior was lumpy: after a steady mid‑year range ($39–$64), the series surged in Jan–Mar 2026 (January ~ $64.2 → February ~ $135.9 → March ~ $170.8) before collapsing back to the $48 range in April and settling into the mid-$30s by June–July.
Volatility was a defining feature. Average month‑to‑month absolute movement for Marketing & Advertising was about $27.3, far above the baseline’s average monthly swing of roughly $4.7 — in other words, the selected series was nearly six times more volatile than the global benchmark. The single biggest month move was a -71.6% drop from March ($170.8) to April ($48.6); the largest rise was +112% from January to February.
Seasonality showed a late‑winter spike and an abrupt spring correction. Q4 of 2025 registered some lift (November ~ $60.2, December fell to ~$43.6), then early Q1 2026 saw the largest momentum: a substantial lift in February and March. April brought a sharp decline that erased most of the Q1 spike, and May–July returned to a lower, steadier footing (May ~$48.6 → June ~$37.6 → July ~$32.1). This pattern reads as a short-lived high‑intensity period in early 2026 followed by normalization toward summer.
Typical seasonal notes are visible in the data: late‑year competition pressure in November coincided with a higher CPL, while the post‑holiday period produced both spikes and corrections rather than a smooth rebound.
Compared with the baseline, Marketing & Advertising CPLs in All countries available were consistently above market levels. On average the selected CPL ran ~46% higher than the global benchmark. The gap widened most sharply in March 2026 when the selected CPL was ~$171 versus a global ~$50.6 — roughly 237% higher. At the narrowest point (July 2026) the series remained above baseline (~$32.1 vs ~$20.8) — about 54% higher. Relative volatility also diverged: the selected market’s average monthly change (~$27.3) was about 5.8× the baseline (~$4.7), signaling a far more choppy CPL profile for Marketing & Advertising across All countries available.
Understanding Facebook Ads cost-per-lead benchmarks for Marketing & Advertising in All countries available helps illuminate industry ad performance, CPC trends, CPM analysis, CTR performance context, and broader country-specific ad costs patterns.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
Analyze Facebook ad performance
See which ads, audiences, and creatives drive results.
Spot creative patterns that affect ROAS.
Create reports without spreadsheets.
The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
Compare cost benchmarks for Facebook advertising metrics.
Cost per click benchmarks across industries
Cost per thousand impressions across markets
Click-through rate benchmarks for Facebook Ads
Cost per lead benchmarks across markets
Cost per purchase benchmarks across industries
App install cost benchmarks