See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Cost per Lead for all industries in the Netherlands traced a turbulent arc in 2025, swinging from a March low to a pronounced November peak, ultimately finishing the year above where it started. Despite the choppiness, the Netherlands’ annual average sat essentially on par with the global Facebook Ads benchmarks, but with far sharper month-to-month swings than the broader market. This volatility defined the story: dramatic troughs in late Q1 and early Q4, forceful surges in late summer and November, and a year that closed with elevated lead costs.
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 Netherlands began the year at €41.6 CPL in January and ended at €51.2 in December, a 23% lift across the year. The annual average was €41.1, almost level with the global average of €41.5. The year’s low arrived in March at €17.8, while November spiked to €85.6—the high water mark—before easing in December.
Volatility was the defining feature: the average absolute month-over-month change in the Netherlands was €21.3, nearly 7x the global benchmark’s €3.1. The range spanned nearly €68 (from €17.8 to €85.6), a 4.8x swing, compared with the global market’s tighter €15 range and steadier climb.
Key inflection points:
Q1 softened progressively, reaching the March low. Q2 was uneven—an April rebuild, a May spike to €42.9, and a June retreat to €24.3—netting a modest recovery from the trough. Q3 brought a late-summer surge, with August standing out as a clear cost pressure point. Q4 was whipsaw: a relatively soft October, a sharp November peak consistent with late-season auction intensity, and a December comedown that still held above the annual average.
Across halves, the contrast was stark: H1 averaged €31.2; H2 averaged €51.0—about 63% higher—signaling a pronounced back-half escalation. Globally, the step-up was far gentler (H2 ~€45.3 vs. H1 ~€37.7, +20%).
Relative to the global benchmark, the Netherlands oscillated between below-market and above-market costs. It sat well below global levels in March (−47%), April (−35%), June (−41%), and October (−44%). It moved decisively above market in August (+46%), November (+77%), and December (+21%). The narrowest gap appeared in September (−7% vs. global), while the widest overperformance came in November. Overall, the Netherlands averaged 1% below the global CPL, but with materially greater volatility and more extreme monthly peaks and troughs.
Understanding Facebook Ads Cost per Lead benchmarks for all industries in the Netherlands—set against the global baseline—highlights a year defined by sharp swings, late-summer pressure, and a pronounced Q4 spike. These country-specific ad costs sit within broader Facebook Ads benchmarks alongside CPC trends, CPM analysis, and CTR performance, helping marketers gauge how Netherlands lead-generation costs track versus 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app