See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
The Nonprofit category across all countries spent most of the year well below the global Cost Per Lead (CPL) benchmark, then spiked dramatically mid-year before normalizing into Q4. Median CPLs started exceptionally low in January, built steadily through early summer, then surged in July and peaked in August before resetting in September and easing into December. It was a year defined by a calm first half, a sharp Q3 crescendo, and a controlled comedown — with notably higher volatility than the market overall.
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 compared to the global benchmark.
The rhythm follows a familiar fundraising and acquisition arc, but with outsized Q3 amplitude:
The global benchmark showed a steadier seasonal cadence: Q1 averaged $35.94, rising into Q3–Q4 ($43–42) and easing in December — a subtler version of the same arc.
Nonprofit CPL across all countries ran materially below market for 11 of 12 months in 2025, averaging 72% lower than the global benchmark. The gap was widest in January (−94% vs. global) and narrowest in August, when Nonprofit briefly sat 21% above global CPLs. Globally, CPL climbed from Q1 to Q4 by about 17%, while Nonprofit rose far more sharply from Q1 to Q3 (+315%) before receding. Beyond level differences, Nonprofit was also more volatile month-to-month (2.5× the global swing).
These Facebook Ads benchmarks for Cost Per Lead highlight how industry ad performance in the Nonprofit sector across all countries compares to the global market: structurally lower CPL for most of the year, punctuated by a short-lived Q3 surge and a Q4 easing. While this readout focuses on Cost Per Lead, marketers often triangulate against CPC trends, CPM analysis, and CTR performance to understand country-specific ad costs. Understanding Facebook Ads Cost Per Lead benchmarks for the Nonprofit industry across all countries helps quantify acquisition dynamics against 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. 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.
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.
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