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
All industries in the Netherlands saw cost-per-lead (CPL) run slightly below the global benchmark overall, but with far sharper swings. The year’s defining moments were a dramatic August surge and an October plunge, bracketing a pattern of quick rebounds and short-lived dips. While the global trend tilted gently higher into late Q3, the Netherlands oscillated between bargain months and brief spikes, ending the period well below where it began.
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.
Across November 2024 to October 2025, the Netherlands’ monthly median CPL averaged $37.7, versus a global average of $40.9. The period opened at $50.44 in November and closed at $12.45 in October — a steep 75% decline end-to-end. The high came in August at $94.33; the low was October’s $12.45, creating an $82 range.
The rhythm was choppy. After a firm January ($46.85), CPL slid into a March trough ($17.86) before a modest spring lift in April ($22.65) and a stronger rebound in May ($42.87). June dropped back to $19.53, July steadied at $35.64, and then August spiked to $94.33 — more than double the global level that month — before normalizing in September ($34.46) and collapsing in October. Month-to-month volatility averaged $23.4, about seven times the global benchmark’s $3.2, underscoring a notably more turbulent market.
Relative to the baseline, the Netherlands ran above global CPLs in four months (November, January, May, August) and below in the remaining eight. The widest premium appeared in August (+111% vs. global), while the deepest discount arrived in October (−72% vs. global).
Seasonality was present but exaggerated. Early-year softness emerged clearly: CPL fell from February into a March trough, a pattern often seen as demand resets after Q4. Spring showed a two-step move — a modest April lift and a firmer May rebound — followed by a June retrenchment. July returned to mid-30s, then August broke pattern with an outsized spike before September settled back near the annual average. Q4 diverged from typical pressures: instead of tightening, October marked the year’s lowest CPL.
Globally, CPLs drifted higher from November ($41.47) to an early fall peak in September ($48.29) before easing to October ($45.08), a cumulative +9% rise. The Netherlands moved in the opposite direction, down 75% over the same span. On average, Dutch CPLs were 8% below global levels, but the spread varied widely: near parity in February (−5%), a slight premium in May (+5%), and extremes in August (+111%) and October (−72%). The Netherlands was clearly more volatile than the global benchmark throughout.
Understanding Facebook Ads benchmarks for cost per lead across all industries in the Netherlands highlights a market with below-average levels but above-average turbulence. While CPC trends, CPM analysis, and CTR performance offer complementary context, this CPL view captures the core of country-specific ad costs and industry ad performance, helping teams gauge how the Netherlands compares 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Netherlands, 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.
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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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.
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Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance 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.
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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