See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
August 2025 - August 2026
Detailed observation of presented 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.
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.
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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.
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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.
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