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
The main story: Cost per lead (CPL) for Marketplaces across All countries available began the period extraordinarily high and then collapsed into single-digit levels, creating one of the year’s most dramatic momentum shifts versus the global benchmark. 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 roughly $698 in June 2025 and finished at $4.26 in June 2026 — a roughly 99.4% decline from start to finish. The series’ average over 13 months was about $176 per lead, with a high of $698 (June 2025) and a low of $4.26 (June 2026). By contrast the global baseline averaged approximately $46 per lead across the same period.
Month-to-month movements were jagged: a massive spike in June 2025 (≈$698) dropped to about $72 in July, rebounded to $125 in August, surged again to ~$537 in September, then settled into oscillation through the winter ($187 in October, $242 in December). From January 2026 onward the series moved steadily downward with smaller spikes (April ≈$100) and ended at single-digit CPLs in May–June 2026 ($9.12, $4.26). Volatility was extreme — the selected Marketplaces series had a standard deviation near $210 (coefficient of variation ~119%), compared with the baseline’s std dev of ~$4.7 (CV ~10%). In plain terms, Marketplaces CPLs were roughly four times the global average on mean, but exhibited more than ten times the relative volatility.
Rhythm across the year shows acute spikes in mid-year (June and September 2025) and softer trailing values through Q1–Q2 2026. The dataset records sharper upward shocks in late summer/fall and a protracted unwind through spring, culminating in unusually low CPLs in May–June 2026. The global baseline, by contrast, displays steadier month-to-month behavior with a modest net decline over the same window.
Relative framing: at its widest gap Marketplaces CPLs were over 16x the global median (June 2025), while at the narrowest gap they were about 12% of the global level (June 2026). Overall the Marketplaces line was far more volatile and more frequently above the benchmark in the first half of the period, then flipped to sit well below the global baseline by mid-2026.
Understanding Cost Per Lead benchmarks for Marketplaces across All countries available helps marketers and analysts interpret industry ad performance, compare Facebook Ads benchmarks, and contextualize CPC trends, CPM analysis, CTR performance and country-specific ad costs.
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.
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.
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