See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The Media industry’s Cost Per Lead (CPL) across all countries followed a dramatic arc over the past 12 months: a quiet start, a sharp mid‑year surge, and a late‑year comedown that still sat above the market. On average, Media CPL ran markedly higher than the global benchmark and moved with far greater volatility. The standout moment came in July, when CPL spiked to more than eight times the global level before easing through early Q4.
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 Media across all countries compared to the global benchmark.
Media CPL opened at $9.28 in November 2024 and closed at $71.43 in October 2025—an increase of roughly 669%. The monthly median peaked at $352.86 in July and bottomed at $9.28 in November. Across the year, Media CPL averaged $76.43, with a median month around $29.15, indicating the mean was skewed upward by the mid‑year spike. By contrast, the global benchmark averaged $40.94, ranging from $33.35 in March to $48.29 in September.
The path wasn’t smooth. Month‑to‑month Media CPL swings averaged $59, compared to just $3.22 for the global series. Early months were contained—December ($23.31), January ($20.83), February ($18.68), March ($19.20)—before lifting in April ($32.91) and May ($25.39). June broke pattern at $100.42, July surged to $352.86, then CPL cooled to $139.16 in August, $103.65 in September, and $71.43 in October. The global benchmark moved steadily instead, rising from $41.47 in November 2024 to $45.08 in October 2025 (+9%).
Seasonally, the Media series showed a soft Q4 2024, a restrained Q1, and a turning point in Q2 that accelerated into an outsized Q3. Average CPL by quarter illustrates the rhythm: about $16 in Q4 2024 (Nov–Dec), $19.6 in Q1, $52.9 in Q2, and $198.6 in Q3. Early Q4 2025 retreated from Q3 highs but remained elevated versus earlier months. The global benchmark followed a more familiar pattern: softer in Q1 (~$36.5), gradually firming through Q2 (~$40.1) and Q3 (~$45.2), with October near $45—consistent with broader Facebook Ads benchmarks where competition often intensifies into late year.
Relative to the global benchmark, Media CPL spent November through May below market, narrowed the gap to just 14% below in April ($32.91 vs. $38.42), and then flipped decisively above market from June onward. The widest underperformance occurred in November (−78% vs. global), while the widest premium landed in July (+733% vs. global). From June to October, Media CPL consistently cleared the benchmark by 58% to 210%, with the largest multiple in July (about 8.3x global). Overall, the global series rose steadily (+9% from November to October), while Media’s curve was choppier and structurally higher on average (+87% above the global average across the period).
This CPL analysis for the Media industry across all countries highlights a pronounced mid‑year cost surge against a steadier global benchmark—useful context alongside CPC trends, CPM analysis, and CTR performance when reviewing Facebook Ads benchmarks. Understanding Cost Per Lead benchmarks for the Media industry across all countries helps advertisers evaluate country-specific ad costs and compare 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 Media 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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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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