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

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Cost Per Lead for Marketing & Advertising in Singapore

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, cost-per-lead in the selected series averages 24.39, sitting about 34% below the global baseline average of 36.74 across the same months.
  • Volatility is markedly higher in the selected series: average month-to-month absolute change is ~114%, versus ~12% for the global baseline.
  • The period’s high/low for the selected series spans 86.41 (Oct 2024) to 4.74 (Feb 2025). The baseline is tighter: 41.58 (Nov 2024) to 31.12 (Oct 2024).
  • From first to last month, the selected series rises by ~77%; the baseline increases ~21%.
  • The selected series is below market in 7 of 9 months, with brief spikes above market in Oct 2024 and May 2025.

Scope

This analysis looks at cost-per-lead (COST_PER_LEAD) trends for industry Marketing & Advertising and target country Singapore (SG) compared to the global trend.

Selected series highlights

  • Average: 24.39 across Sep 2024–May 2025.
  • High/low: 86.41 in Oct 2024 (peak) and 4.74 in Feb 2025 (trough).
  • Notable swings:
  • Sep→Oct: +269% surge to the series high.
  • Oct→Nov: −91% drop; costs remain low through Dec (5.57) and Feb (4.74).
  • Mar→Apr: +308% jump to 32.75; May climbs further to 41.45.
  • Trend over time: +77% from Sep (23.39) to May (41.45), though path is highly erratic.

Comparison to global baseline

  • Average comparison: 24.39 vs. 36.74 (selected ~34% below market).
  • High/low comparison: selected’s spread is wide (4.74–86.41) vs. the baseline’s tighter band (31.12–41.58).
  • Volatility: selected ~114% average absolute month-to-month change vs. baseline ~12%, indicating far more fluctuation than the overall market.
  • Month-by-month positioning:
  • Below market in 7/9 months (e.g., Dec: 5.57 vs. 39.63).
  • Above market in Oct (+~178% vs. baseline) and May (+~4.6% vs. baseline).
  • Baseline trend: Q4 2024 costs are elevated (Nov high at 41.58; Dec 39.63), easing modestly into early 2025 and stabilizing in the high-30s.

Seasonal patterns

  • Global seasonality shows higher costs in Q4 around holiday periods (notably November–December).
  • The selected series diverges from typical Q4 seasonality: a sharp October spike is followed by unusually low November–February values, then a spring rebound into April–May that briefly exceeds the market in May.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Marketing & Advertising and Singapore 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 Singapore, 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.

Singapore Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 29Chinese New Year Day 1
Jan 30Chinese New Year Day 2
Mar 31Hari Raya Puasa
Apr 18Good Friday
May 1Labour Day
May 12Vesak Day
Jun 7Hari Raya Haji
Aug 9National Day
Oct 20Deepavali
Dec 25Christmas Day

Key Shopping Season

Late January (Chinese New Year), October–December (Deepavali, National Day promotions, Christmas), Mid-year retail events

Potential Advertising Impact

CPM and CPC might rise during Chinese New Year and Deepavali for gifting, food, and apparel categories. Good Friday, Hari Raya, and Vesak Day long weekends could shift consumer behavior and spike media consumption. National Day promotions might elevate ad costs in entertainment and tourism. Singapore's small, affluent market means events can have noticeable retail impact.

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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