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
Cost per lead in the Netherlands moved through the year like a tide with rips: long stretches of calm punctuated by dramatic surges. Across all industries, the Netherlands averaged a CPL of 42.06 over the past 13 months, slightly above the global benchmark at 39.83. But the real story is volatility—sharp troughs in March and October give way to outsized spikes in August and November. The period opens at 50.44 (November 2024) and closes at 91.86 (November 2025), an 82% year-over-year lift even as the global benchmark fell 31% over the same months.
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.
Netherlands CPL ranged from a low of 13.07 in October 2025 to a high of 94.33 in August 2025, an 81-point spread (global range: 19 points). After a mixed Q4 2024 (50.44 in November, 36.81 in December), early 2025 oscillated: 46.85 in January, down to 38.45 in February, then a steep dip to 17.86 in March. A modest rebound in April (22.65) accelerated into May (42.87) before sliding again in June (20.71). The most dramatic move came with a surge to 94.33 in August, followed by a reset in September (35.18) and the year’s low in October (13.07). November snapped back to 91.86.
Average month-to-month movement was 27.8 points in the Netherlands, far sharper than the global benchmark’s 4.23. The largest single-month climb was October to November (+78.8), while the biggest drop was August to September (−59.1). Despite spending eight months below the global median, two outsized peaks (August and November) lifted the annual average above market.
Seasonality was pronounced. Q1 leaned soft, with momentum fading from January to March. Q2 set the trough, averaging 28.74, with April and June notably weak. Q3 flipped the script: July steadied (35.64) before an August spike (94.33) and a September reset. Q4 split in two: October marked the period low, while November re-accelerated to one of the year’s highest CPLs (91.86). Globally, the rhythm was steadier—gradual increases into late Q3, a mild October pullback, then a sharp November softening.
Relative to global Facebook Ads benchmarks, the Netherlands hovered near parity at times but swung wide at others. The gap was narrowest in February (−1.86 vs. global) and May (+2.04), and widest in November 2025 (+63.29, or +221% vs. global). Month by month, the Netherlands tracked above market in five months (notably January, May, August, and November) and below in eight. On average, the Netherlands’ CPL sat about 6% above global, but with roughly 6–7x greater volatility. The global trend rose steadily into September (+16% from January to September) before dropping in November, while the Netherlands pattern was choppier, marked by abrupt troughs and bursts.
Understanding Facebook Ads cost-per-lead benchmarks for all industries in the Netherlands shows a market that is slightly above global costs but far more volatile, with pronounced Q2 softness and outsized spikes in August and November. These CPL trends, viewed alongside CPC trends, CPM analysis, and CTR performance, offer a clear read on country-specific ad costs and industry ad performance relative to the global benchmark.
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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