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Facebook Ads Cost Per Lead Benchmarks for Media in Brazil

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Cost Per Lead for Media in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Across the period, cost-per-lead (CPL) in Media for Brazil averaged 22.21, which is 39.6% below the global baseline average of 36.74—generally below market levels.
  • The series was highly volatile: average absolute month‑over‑month change was about 209% (vs. 12% for the baseline). CPL ranged from a low of 1.43 (September 2024) to a high of 74.26 (May 2025).
  • From the first to the last month, CPL rose by approximately 5,105%, driven by a sharp late‑spring surge in May 2025.
  • Compared with the global trend, Brazil’s CPL was below the benchmark in 8 of 9 months; only May 2025 was above market (+87.5% vs. baseline).
  • Seasonal patterns: the global baseline shows typical Q4 uplift (November peak, December elevated), while Brazil spiked in November but dipped sharply in December before rising again into May.

Introduction

This analysis looks at cost-per-lead trends for industry Media and target country Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Trends in the selected data (Media, Brazil)

  • Average CPL: 22.21 across September 2024–May 2025.
  • High and low:
  • High: 74.26 in May 2025.
  • Low: 1.43 in September 2024.
  • Trajectory and notable moves:
  • Early period: 1.43 in September to 4.31 in October.
  • Sharp spike in November to 38.40 (+792% vs. October), followed by a steep December drop to 5.77 (−85% vs. November).
  • Q1 stabilization: 22.17 (January), 15.48 (February), 14.81 (March).
  • Re-acceleration in April to 23.23 (+57% vs. March) and a pronounced surge in May to 74.26 (+220% vs. April).
  • Overall change: +5,105% from September 2024 to May 2025.
  • Volatility: average absolute month-to-month change near 209%; range of 72.83 from low to high.

Comparison with the global baseline

  • Baseline average: 36.74 (September 2024–May 2025), with a high of 41.58 in November 2024 and a low of 31.12 in October 2024.
  • Baseline change: +20.5% from September 2024 (32.88) to May 2025 (39.63).
  • Relative positioning by month:
  • Mostly below market: Brazil’s CPL was under the baseline in 8 of 9 months—by large margins in September (−96%), October (−86%), December (−85%), February (−60%), March (−55%), April (−40%), and notably still below in January (−38%).
  • Near parity in November (38.40 vs. 41.58, about 8% below the benchmark).
  • Above market in May (74.26 vs. 39.63, +87.5%).
  • Volatility comparison: baseline month‑to‑month changes averaged 12% (much steadier than Brazil’s 209%).

Seasonality and volatility

  • Global seasonality: costs typically increase in Q4 around holiday periods, with a clear November peak and elevated December.
  • Brazil’s Media CPL reflects a partial Q4 effect (November spike) but diverges with a pronounced December pullback. The strongest inflation arrives later, culminating in a sharp May 2025 surge.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Media and Brazil helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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