Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: Marketplaces showed dramatically higher and much more erratic cost-per-lead than the global norm across the year. 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 Marketplaces in All countries available compared to the global benchmark.
CPL for Marketplaces began the window at about $71.87 in July 2025 and closed near $52.45 in June 2026 — a net decline of roughly 27% from start to finish. The monthly median across the 12 months sat at about $144.39, but that average masks extreme dispersion: the high was $536.83 in September 2025 and the low $30.37 in May 2026. By contrast the global baseline median over the same months averaged roughly $46.04.
Those peaks and troughs created stark gaps versus the benchmark. On average Marketplaces ran about 3.1x the global CPL (≈214% above baseline). The September 2025 spike reached roughly $537 — more than 11x the baseline that month — and December 2025 also ran well above average at ~$242 (≈5.3x baseline). Several months (notably February–March and May 2026) fell closer to or slightly below the global medians, with May dipping about 33% under the benchmark.
Month-over-month momentum was extreme: August→September showed a roughly +330% jump, then September→October a −65% decline. Other swings included November→December (+~198%) and April→May (−~79%). These abrupt moves shaped the calendar year more than a steady trend.
The series reads like a stop-start rhythm rather than a smooth seasonal cycle. Late summer into early autumn (Aug–Sep) produced the single largest spike, followed by a sharp unwind across October and November. December saw another pronounced lift, then a spring lull with the lowest median in May. The pattern suggests pockets of intense CPL pressure separated by rapid declines, rather than a classic steady Q4 peak or Q1 trough alone. Volatility was the dominant seasonal characteristic.
Viewed relative to the global benchmark, Marketplaces were substantially above average for most months and far more volatile. Average monthly absolute movement for Marketplaces was about $137, versus roughly $3.6 for the global baseline — roughly 38× greater month-to-month swing. At its narrowest gap the Marketplaces CPL sat slightly below the global level (March/May windows); at its widest (September 2025) it ran roughly 11× the global CPL.
Understanding Cost Per Lead benchmarks for Marketplaces in All countries available — in the context of Facebook Ads benchmarks, CPC trends, CPM analysis and CTR performance discussions — clarifies how industry ad performance and country-specific ad costs can diverge sharply from global norms.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Marketplaces 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.
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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.
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