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July 2025 - July 2026
Detailed observation of presented data
Nonprofit cost-per-lead (CPL) activity ran well below the global benchmark for most of the 13-month window, with one dramatic outlier in June 2026 that flips the headline average. 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 Nonprofit in All countries available compared to the global benchmark.
Across June 2025 → June 2026 the Nonprofit CPL series starts near $5.27 and — excluding an extreme June 2026 spike — ends near $7.89, giving a typical mean of about $9.14 and a median of $8.38. The low point for the period is $4.95 (Feb 2026); the pre-spike high is $17.85 (Oct 2025). Including the June 2026 value of $858.25, the arithmetic mean ballooned to roughly $74.5, driven entirely by that single month; the true central tendency for day-to-day reality is better reflected by the $8–$9 range.
Month-to-month moves were unusually choppy: typical absolute swings averaged roughly 59% month-over-month when the June 2026 anomaly is excluded. The series shows repeated short momentum runs — a sharp run-up into Aug and Oct 2025 (peaking near $17–18), followed by steep retracements into Sept and Nov (near $5–7). The June 2026 jump is an outlier more than an inflection — it dwarfs prior peaks by a factor of ~48.
Rhythm in the Nonprofit CPLs is punctuated rather than smooth. Late summer (July–August 2025) and early Q4 (October 2025) show elevated CPLs in the $17 range, while late-year November and early-year February register softer costs in the $5–5.3 band. Q1 shows a modest steadiness around $7–9 before the April–May slight uptick, then the anomalous June 2026 event. That pattern suggests recurring short-term lifts in late summer and early fall, with troughs clustered around late fall and early winter months in this dataset.
The baseline (global) CPL median across the same months averaged about $45.6, ranging from roughly $35.15 to $53.35. Put another way: excluding the June 2026 outlier, Nonprofit CPLs sat ~80% below the global median for most months (typical Nonprofit ~$9 vs global ~$46). Nonprofit series exhibited far greater volatility — average absolute monthly change of ~59% — compared with the global baseline’s steadier ~7.5% monthly swings. In June 2026 the relationship reverses dramatically: Nonprofit CPL jumped to ~$858, roughly 24× the global median that month, turning an otherwise “below market” story into an extreme divergence for a single month.
Understanding this period requires noting both the low, consistent CPLs typical for Nonprofit advertisers (around $5–$18 most months) and the outsized influence of an isolated $858 reading in June 2026. Keywords present in the data storytelling include Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs, and industry ad performance.
Understanding cost-per-lead benchmarks for Facebook Ads in Nonprofit across All countries available clarifies how typical engagement and spend compare to global levels and highlights the impact of extreme monthly variance.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Nonprofit industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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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