See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Big swings define the story: Cost Per Lead (CPL) for Marketplaces across All countries available ran far above the overall benchmark for most of the year, but finished the period dramatically lower. 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.
Marketplaces CPL opened at an extreme peak of about $698 in June 2025 and closed at a low of roughly $12 in May 2026. The 12‑month average CPL for Marketplaces was about $191, versus a baseline (global benchmark) average near $47 — roughly 4.1x the benchmark (about +309% above). Highs and lows were stark: the maximum was ~$698 (June 2025) and the minimum ~$12 (May 2026). Several months showed large spikes — notably June (+~16x vs baseline) and September (~$537) — while the back half of the cycle slid into much lower CPLs by spring 2026.
Month-to-month movement was exceptionally volatile. Average absolute monthly change for Marketplaces was on the order of ~110% (many swings above 50%; several above 150%), compared with baseline month-to-month moves of roughly 8% on average. That contrast highlights how CPL for Marketplaces behaved more like episodic bursts of cost than the smoother baseline rhythm.
The cadence felt episodic rather than seasonal. Early Q3 2025 contained two sharp lifts (June, September) separated by a mid-summer dip; Q4 2025 showed another lift into December (~$242). Entering 2026, CPLs began a sustained decline through February–May, punctuated by a mid‑March rebound into April before collapsing to the year’s low in May. In plain terms: the series peaked mid‑2025, oscillated into late year, and then declined into a sustained trough by spring 2026. These rhythms sit alongside common seasonal pressure points — Q4 competition and early‑year softening — but the Marketplaces series amplified those beats into dramatic spikes and drops.
Relative to the global baseline, Marketplaces were above average in nine of the 12 months and substantially so in several. At its widest gap (June 2025) Marketplaces CPL was about 16x the global benchmark; at its narrowest (May 2026) it ran at roughly 29% of the benchmark (about 71% below). On average, Marketplaces CPL trailed the baseline only insofar as the mean shows (it was well above the baseline overall), but its path was far more volatile: multi‑hundred percent surges versus the baseline’s single‑digit monthly moves. For teams tracking Facebook Ads benchmarks, CPC trends, CPM analysis or CTR performance as contextual signals, this pattern shows Marketplaces’ cost per lead as a high‑variance datapoint among country-specific ad costs and industry ad performance measures.
Understanding Cost Per Lead benchmarks for Marketplaces in All countries available helps advertisers evaluate cost dynamics and compare industry ad performance to global patterns.
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 Marketplaces 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