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Facebook Ads Cost Per Lead Benchmarks for Marketing & Advertising in India

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead for Marketing & Advertising in India

October 2024 - October 2025

Insights

Detailed observation of presented data

  • Key takeaways
  • This analysis looks at cost-per-lead trends for industry Marketing & Advertising and target country India compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • The selected series is highly volatile: costs were consistently below the global baseline through March 2025, then spiked sharply in April–May.
  • Average cost-per-lead in the selected series is $183.51 across available months, but this is driven by two outlier months; excluding April–May, the average is $12.33, well below the global benchmark average of $35.64 over the same window.
  • Seasonal patterns appear in the global baseline with higher costs in Q4; the India series shows a mild lift in October, a dip in January, then extreme increases in Q2.

Scope and framing

Facebook Ads benchmarks for cost-per-lead are summarized for Marketing & Advertising in India (“selected data”) against a global baseline. We compare overlapping months from September 2024 to May 2025.

Selected trend summary

  • Range and central tendency
  • Average: $183.51 (median: $16.63).
  • High: $738.30 in April 2025.
  • Low: $2.55 in January 2025.
  • Trajectory
  • First to last month: up from $13.52 (Sep 2024) to $484.62 (May 2025), a +3,484% change.
  • Notable month-to-month moves:
  • Sep → Oct: +33%.
  • Oct → Jan: −86%.
  • Jan → Feb: +552%.
  • Mar → Apr: >+6,600% spike.
  • Apr → May: −34%, but still elevated.
  • Volatility
  • The series is dominated by two spikes (April–May). Prior to April, monthly costs were modest and fluctuated between $2.55 and $18.02.

Comparison to the global baseline

  • Averages over overlapping months
  • Selected: $183.51 vs. Baseline: $35.64 (≈5.2× higher). However, excluding April–May, the selected average is $12.33, about 65% below the baseline.
  • Highs and lows (overlap window)
  • Baseline ranged from $31.12 (Oct 2024) to $39.63 (May 2025), indicating a tight, stable band.
  • Selected ranged from $2.55 (Jan) to $738.30 (Apr), indicating extreme dispersion.
  • Relative positioning by month
  • Below market in 5 of 7 months: Sep (−59%), Oct (−42%), Jan (−93%), Feb (−57%), Mar (−67%).
  • Far above market in April (+>1,800%) and May (+>1,100%).
  • Baseline trajectory and volatility
  • Baseline moved from $32.88 (Sep) to $39.63 (May), a +20.5% increase.
  • Month-to-month baseline changes generally stayed within about ±18%, reflecting a stable global environment compared with the selected spikes.

Seasonal and pattern signals

  • Global baseline shows typical Q4 elevation (October–December), consistent with holiday-driven demand.
  • In India, October edges up from September, January compresses to the series low, and costs then surge in April–May—diverging sharply from the more stable global seasonal pattern.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Marketing & Advertising and India 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. In the Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting India, 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.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

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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