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 Facebook Ads cost per lead ran a touch higher than the global benchmark and moved with notably sharper swings. Across the last 12 months, CPL in New Zealand averaged $42.82 versus the global $40.90, but the bigger story is volatility: sharp troughs in early Q1, surges in late Q3 and again in October. The standout month was October 2025, when CPL leapt to $67.05 — the highest point of the year — after a September dip.
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’s period began at $47.00 in November 2024 and ended at $67.05 in October 2025, a 43% rise over the span. The low arrived in January at $31.58, before costs rebounded through March ($44.24) and April ($45.95). Mid-year softened again (May–July in the high $30s), then August spiked to $54.77, followed by a reset in September ($35.23) and a dramatic October surge to $67.05.
The rhythm was choppy: two distinct upswings (Mar–Apr and Aug, then a sharp October lift) offset by pronounced troughs (Jan–Feb and September).
Seasonally, New Zealand showed a classic Q1 softness with January–February among the lowest months, followed by a late-Q1/early-Q2 rebound. Mid-year (May–July) costs stabilized in the mid-to-high $30s, suggesting a quieter demand window before a late-Q3 spike in August. September reversed that move, and October — often a period of intensifying competition ahead of peak retail moments — showed the year’s highest CPL. Late Q4 2024 also printed elevated levels, with November starting the series at $47.00.
Relative to the global Facebook Ads benchmarks, New Zealand’s CPL averaged 4.7% above market over the period ($42.82 vs. $40.90). The gap oscillated widely: at its narrowest, New Zealand was 1% below the global level in December; at its widest, it was 49% above in October. Other notable gaps included March (+33%), April (+20%), August (+22%), and a sharp underperformance in September (−27%). While the global trend climbed gradually (+8% from November to October), New Zealand’s path was more erratic, swinging between below-average stretches (Jan–Feb, May–Jul, Sep) and above-market spikes (Nov, Mar–Apr, Aug, Oct).
Understanding Facebook Ads cost-per-lead benchmarks across all industries in New Zealand — including the mid-year softness and pronounced Q4 spikes — helps contextualize country-specific ad costs against global patterns. This CPL-focused view complements broader CPC trends, CPM analysis, and CTR performance benchmarks to map industry ad performance in New Zealand relative to the global market.
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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