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
New Zealand’s cost per lead (CPL) told a two-act story this year: a softer first half that sat near or below the global benchmark, followed by a sharp run-up in late Q3 and a dramatic spike in Q4. Across all industries, New Zealand averaged a CPL of about 47.6, roughly 19% above the global median of 39.8 for the same period. The market’s most striking move came at the end: November 2025 surged to 105.25 — the annual high — even as the global benchmark fell to its yearly low. 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 New Zealand compared to the global benchmark.
New Zealand began at 47.00 in November 2024 and finished at 105.25 in November 2025, more than doubling (+124%). The low arrived in January 2025 at 31.58, followed by a steady climb into March–April (44.24 and 45.95), a mid-year breather in June–July (36.74–38.10), and a notable lift in August (54.77). After a brief September dip to 35.60, costs accelerated: October jumped to 66.01, then November spiked to 105.25.
Average monthly movement in New Zealand was pronounced: CPL shifted by an average of 12.15 points month over month, with the largest single-month changes in the final stretch (+30.4 from September to October; +39.2 from October to November). The annual range was wide — from 31.58 to 105.25 — a 73.7-point spread.
Globally, the rhythm was steadier. The worldwide CPL averaged 39.8, rising gradually through mid-year to a September high of 47.62 before easing in October (45.08) and dropping to 28.58 in November. Global month-to-month volatility averaged 4.23 points — roughly a third of New Zealand’s pace.
Seasonality was visible on both series. New Zealand’s trough in January mirrored typical early-Q1 softness, followed by firmer performance into March and April. Mid-year (May–July) was mixed and comparatively calm, then momentum reappeared in August. The final quarter diverged from the global pattern: while worldwide CPL softened into November, New Zealand saw escalating competition and higher CPLs through October and a decisive November peak.
Relative to Facebook Ads benchmarks worldwide, New Zealand oscillated between below-market and above-market levels. The gap was narrowest in December 2024 (−1%) and May 2025 (−4%). New Zealand ran materially above global levels in March (+33%), April (+21%), August (+24%), and October (+46%). The divergence was most extreme in November 2025, when New Zealand’s CPL was 268% above the global median. Over the full period, New Zealand’s CPL was more volatile (12.15 vs. 4.23 average monthly movement) and ultimately higher on average (+19%).
For performance marketers tracking Facebook Ads benchmarks, the cost-per-lead trend for all industries in New Zealand shows a subdued start, a late-year surge, and substantially higher volatility than the global baseline. Understanding CPL trends, country-specific ad costs, and how local dynamics diverge from global CPM analysis and CTR performance helps frame realistic expectations for all industries in New Zealand.
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 New Zealand, 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), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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