Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: the Netherlands’ cost per lead (CPL) for all industries shows big swings around a global baseline — modestly higher on average but far more volatile month-to-month. 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 All industries in the Netherlands compared to the global benchmark.
Over the 12-month window (July 2025–June 2026) the Netherlands’ median CPL averaged €47.1, starting at €33.3 in July 2025 and finishing at €68.4 in June 2026 — a rise of roughly 105% from start to finish. The Netherlands hit a calendar low of €14.5 in April 2026 and a peak of €85.7 in November 2025, producing a wide absolute range of about €71.2. By contrast the global benchmark averaged €46.0 over the same months, with a much narrower band (roughly €37–€53).
Month-to-month movement in the Netherlands was dramatic: average absolute monthly change was approximately €25.5, driven by sharp spikes into November 2025 (+€56.7 vs October) and May 2026 (+€55.6 vs April). Several steep declines followed peaks (e.g., November→December dropped ~€25.0; December→January dropped ~€36.7). Those swings show high episodic cost pressure within the Netherlands dataset relative to the baseline.
Seasonality reads irregularly for the Netherlands rather than following a smooth Q4/Q1 cadence. There is a distinct late-year spike in November 2025, and a pronounced trough in April 2026. Spring then flips into a late-spring rebound: April’s €14.5 low is followed by a surge to €70.1 in May. The global baseline shows milder seasonality — a small winter uptick into February and softer mid-year values — but nowhere near the amplitude seen in the Netherlands. In the Netherlands, high-cost months cluster in late autumn and late spring, while early-year months (January–April) include some of the lowest points.
On average the Netherlands ran about 2–3% above the global CPL benchmark (€47.1 vs €46.0). That headline similarity masks large monthly divergences: the Netherlands was above global levels in 5 of 12 months (Aug, Nov, Dec, May, Jun) and below in 7 months. Relative gaps ranged widely — the narrowest gap was about 6% below global in September 2025; the widest gaps reached roughly −65% (April 2026) up to +85% (June 2026) versus global CPL. Put another way, the Netherlands’ CPL trajectory was far more volatile — average monthly moves (~€25.5) were roughly seven times the baseline’s (~€3.6), making the Dutch series markedly more choppy than the global benchmark.
Understanding Facebook Ads cost-per-lead benchmarks, CPC trends, CPM analysis and broader industry ad performance for all industries in the Netherlands clarifies how country-specific ad costs can diverge sharply from global patterns and highlights the amplitude of CPL volatility in the Netherlands.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC may rise during spring holidays as travel and leisure ads gain engagement. Liberation Day (May 5) is a mandatory national holiday, so ad inventory may shrink. Ad competition increases in late December for holiday promotions. Fewer summer holidays may make campaign performance more consistent through summer.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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