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Facebook Ads Cost Per Lead Benchmarks for Media in Denmark

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Cost Per Lead for Media in Denmark

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • This analysis looks at cost-per-lead trends for industry Media in Denmark compared to the global trend.
  • The selected series is consistently below the global baseline: average cost per lead of 8.81 vs 35.95 (−75% vs market) across the same months.
  • Volatility in the selected series is high: median absolute month‑over‑month change of ~73.6% vs ~9.4% for the global baseline (about 8x more volatile).
  • Notable seasonality: global costs peak in Q4; Denmark shows an atypical spike in April and a mid‑year trough in June–July, with a sharp rebound in September.

Overview

We analyze monthly median cost per lead for Media in Denmark against the global baseline. The data spans Oct 2024 to Sep 2025 (with Aug 2025 missing in the selected series). Results are reported over overlapping months to ensure a clean comparison.

Selected series highlights (Media, Denmark)

  • Average: 8.81 across 11 months.
  • High/low: peak 29.49 in 2025‑04; low 1.37 in 2025‑06. Range: 28.12.
  • First-to-last change: from 4.69 (2024‑10) to 14.41 (2025‑09), up +207%.
  • Volatility:
  • Median absolute MoM change: ~73.6% (excluding the two‑month gap into September).
  • Largest jump: +169% from 2025‑03 to 2025‑04.
  • Sharpest drop: −83% from 2025‑05 to 2025‑06.
  • Notable movements:
  • Q4 2024 remained modest (Oct–Dec avg ~6.17).
  • Atypical late‑spring spike in April (29.49), followed by a reset in May (7.80).
  • Mid‑year trough in June–July (1.37 → 2.00), then a strong September rebound (14.41).

Comparison to the global baseline

  • Average vs market: 8.81 vs 35.95. Denmark runs at ~24.5% of the global level, firmly below market in every month observed.
  • High/low vs market:
  • Global peak: 41.58 (2024‑11); global low: 20.63 (2025‑09).
  • Even at its April peak (29.49), Denmark remained ~24% below the global April value (38.59).
  • The June trough (1.37) was ~96% below the global June value (38.35).
  • Trend vs market:
  • Global series eased −33.7% from Oct 2024 to Sep 2025 (31.12 → 20.63), with relatively stable month‑to‑month shifts (median ~9.4%).
  • Denmark shows far larger swings, indicating higher volatility around a much lower cost base.

Seasonality and pattern read

  • Global seasonality is classic: costs typically rise in Q4 (Oct–Dec) around holiday periods and promotional cycles, then normalize through H1.
  • Denmark diverges: a pronounced spike in April and a deep mid‑year dip (June–July), followed by a late‑Q3 rise. Overall level remains below average throughout.

Understanding cost‑per‑lead benchmarks on Facebook Ads in industry Media and Denmark 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 Denmark, 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.

Denmark Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 17Maundy Thursday
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
May 29Ascension Day
Jun 8Whit Sunday
Jun 9Whit Monday
Dec 25Christmas Day
Dec 26Second Day of Christmas

Key Shopping Season

Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day

Potential Advertising Impact

CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.

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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