Facebook Ads Cost Per Lead Benchmarks for Nonprofit

Introduction

The Nonprofit market ran at strikingly lower cost-per-lead levels than the global all-industry benchmark for most of the year, then surged mid-summer before settling back down. Across all countries, Nonprofit CPL began near $2–3, climbed through early summer, spiked sharply in July–August, and cooled into Q4 — a choppy arc against a steadier global backdrop. 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 story in the data

Nonprofit CPL across all countries opened at $2.55 in November 2024, dipped to its low of $2.02 in December, then rose gradually to $5.92 by June 2025. A dramatic lift followed: $19.99 in July and a peak of $50.17 in August, before resetting to $6.83 in September, rebounding to $18.49 in October, and landing at $11.63 in November 2025. Over the 13 months, Nonprofit CPL averaged $10.32, with a wide range from $2.02 to $50.17.

Month-to-month volatility averaged 9.21 points, with the largest swings tied to the summer surge and correction: +$30.18 from July to August and −$43.34 from August to September. From the first to the last month, CPL was up 357%, reflecting the step-change after midyear.

The global all-industry baseline told a steadier story: an average CPL of $39.83, ranging from a $47.62 high in September 2025 to a $28.58 low in November 2025. It started at $41.51 and ended at $28.58 (−31% overall), with average monthly movement of 4.23 points — less than half the Nonprofit volatility.

Seasonal and monthly dynamics

The Nonprofit segment showed two distinct phases across all countries. From November through June, CPL averaged just $3.37 — low, stable, and tightly clustered. The rhythm changed in midsummer: July and August delivered the year’s extremes, followed by a September reset and a choppy Q4 plateau (October–November materially above the early-year baseline but well below the August spike).

By contrast, global CPLs typically firmed into late Q3, peaking in September, then softened into November. The Nonprofit surge occurred slightly earlier and was far more pronounced than the broader market’s late-Q3 high.

Country vs. Global

Relative to the global benchmark, Nonprofit CPL across all countries averaged about 74% below market ($10.32 vs. $39.83). For most months, the gap ranged from roughly 53% to 95% below global levels. The narrowest gap — and the only period above market — was August 2025, when Nonprofit CPL sat 14% higher than the global average ($50.17 vs. $44.14). The widest discount occurred in December 2024, when Nonprofit CPL was about 95% below the global median ($2.02 vs. $39.64). Overall, the global trend was smoother (−31% from start to finish), while Nonprofit was more turbulent and ultimately higher than its early-year baseline (+357% from November to November), with 2.2x the month-to-month volatility.

Closing

These Facebook Ads benchmarks for cost-per-lead show the Nonprofit industry across all countries running structurally below global all-industry levels, punctuated by an exceptional midsummer spike. While centered on CPL, marketers often consider this alongside CPC trends, CPM analysis, and CTR performance to understand country-specific ad costs and industry ad performance patterns at scale. Understanding Facebook Ads cost-per-lead benchmarks for the Nonprofit industry in all countries helps quantify how this segment’s CPLs stack up to global patterns.