See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Cost per lead in the Netherlands moved through two distinct phases: a relatively affordable first half of 2025 followed by a sharp run-up into Q4 that pushed CPL to the highest point of the year. Across all industries, the Netherlands averaged a CPL of about 46.4 over the period—roughly 16% higher than the global benchmark (around 40.1). The year’s main story is volatility: quieter months in Q1–Q2 gave way to steep lifts in late summer and a dramatic surge in November and December.
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.
The series began at 26.07 in December 2024 and ended at 145.02 by December 2025—a jump of roughly 456%. The low point came in March (17.81), after which costs drifted in a 20–40 band through June. A notable lift arrived in August (63.19), and after a brief pullback in September (44.46) and a trough in October (21.46), the market spiked to 82.65 in November and peaked at 145.02 in December.
Key swings illustrate how choppy the path was:
On average, month‑to‑month volatility in the Netherlands was high, with absolute changes averaging about 23.9 per month—far more turbulent than the global series.
Seasonally, CPL softened through Q1, hitting the annual low in March, then oscillated through Q2. Momentum built in Q3, led by August’s spike, before a two‑month surge capped the year.
Quarterly rhythm reflected this progression: Q1 and Q2 hovered near the low 30s; Q3 climbed into the high 40s; Q4 accelerated to the mid‑80s on average, culminating in December’s peak.
Globally, seasonal patterns were steadier: Q3 and Q4 clustered in the low‑40s, with a modest Q4 cool‑down into December.
Relative to the global benchmark, the Netherlands sat below market in most months, then vaulted above it in late year:
The gap was narrowest in September (about 8% below global), and widest in December (roughly 3.5x above global). While the global series declined from December to December (−15%), the Netherlands rose sharply over the same span. Volatility was the defining difference: average monthly movement in the Netherlands (~23.9) was far more pronounced than the global benchmark (~3.9).
These Facebook Ads benchmarks for cost per lead show all‑industry CPL trends in the Netherlands running more expensive on average, far more volatile, and distinctly elevated in Q4 compared to the global pattern. Understanding CPL trends and country‑specific ad costs for all industries in the Netherlands helps marketers interpret CPM analysis, CTR performance context, and global Facebook Ads benchmarks.
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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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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