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Facebook Ads Cost Per Lead Benchmarks for Media in South Africa

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Cost Per Lead for Media in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost per lead benchmarks: Media in South Africa vs global

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

Main takeaways

  • Media in South Africa consistently ran far below the global CPL baseline across all observed months (Oct 2024–Jul 2025), averaging about 96% lower, or roughly 23x cheaper than the global benchmark.
  • The selected series shows a clear spike in January 2025, followed by a February cooldown and a renewed rise by July; the global series peaks in November, reflecting typical Q4 pressures.
  • Volatility is notable in the selected data, driven by a large December-to-January jump; the baseline shows steadier, seasonal swings.

Selected trend highlights: Media in South Africa

Observed months: 2024-10, 2024-11, 2024-12, 2025-01, 2025-02, 2025-07.

  • Average CPL: $1.65
  • High: $2.83 (Jan 2025)
  • Low: $0.83 (Nov 2024)
  • First to last change: +190% (from $0.93 in Oct 2024 to $2.71 in Jul 2025)
  • Notable movements:
  • Q4 stayed low: $0.93 (Oct) → $0.83 (Nov) → $0.94 (Dec)
  • Sharp spike into January: +$1.89 from Dec to Jan (+202%)
  • Pullback in February: -$1.19 from Jan to Feb (-42%)
  • Higher by next observation in July: +$1.08 vs Feb (+66%)
  • Volatility (average absolute change between observed points): ~$0.87, driven primarily by the Dec→Jan surge.

Comparison to the global baseline (same months)

Global baseline values aligned to the same months for comparability.

  • Average CPL: $37.57
  • High: $41.58 (Nov 2024)
  • Low: $31.12 (Oct 2024)
  • First to last change: +24% (Oct 2024 → Jul 2025)
  • Volatility (average absolute change): ~$4.00 (~10.6% of its average)
  • Seasonality: A pronounced rise into November (+$10.45 from Oct), slight softening in December and January, broadly stable thereafter.

Relative positioning

  • On average, Media in South Africa ran about 95.6% below the global CPL (approximately 23x lower).
  • By month, the selected CPL was 92%–98% below the global median (largest gap in November, smallest in January).
  • Pattern differences:
  • Global: clear Q4 peak in November, aligning with broader holiday-period cost pressures.
  • South Africa (Media): subdued Q4 with the lowest CPL in November, a spike in January, and elevated levels again by July.

Scope and notes

  • The comparison uses overlapping months only (Oct 2024, Nov 2024, Dec 2024, Jan 2025, Feb 2025, Jul 2025).
  • Figures reflect median monthly CPL.

Understanding cost per lead benchmarks on Facebook Ads in industry Media and South Africa 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 South Africa, 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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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