Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Nonprofit cost-per-lead (CPL) activity ran well below the overall advertising benchmark, but with sharper swings and a few dramatic month-to-month moves. 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 July 2025 → June 2026, Nonprofit CPLs averaged about $9.16 per lead, starting at $10.81 in July 2025 and ending at $7.81 in June 2026 (a decline of ~28%). The year’s high was $17.66 in October 2025; the low was $4.95 in February 2026. Range and dispersion were meaningful: the sample standard deviation was roughly $3.89 (about 42% of the mean), and the average month-to-month absolute movement was approximately $4.77 — more than half the average CPL itself. By contrast, the overall benchmark averaged about $46.04 across the same months, with a standard deviation near $4.20.
Notable monthly moves in the Nonprofit series included a jump from $6.94 in September to $17.66 in October (a near-tripling), followed by a drop to $4.98 in November. February 2026 marked the calendar low (~$4.95) after a modest January level ($8.66). Those swings produced an uneven tempo: several sharp spikes and quick retracements punctuate a generally lower-cost year for nonprofit leads versus the baseline.
The nonprofit CPL pattern showed episodic volatility rather than a clean seasonal slope. Late summer (August) and early autumn (October) produced peaks ($16.47 and $17.66), while late fall and winter months — particularly November and February — produced troughs (sub-$5). Spring months (March–June) settled into a mid-single-digit band ($6.8–$9.6), representing a calmer phase after the autumn churn. The global benchmark, by comparison, peaked in late winter (February ≈ $53.22) and softened into late spring and early summer (~$37–$45), showing a different seasonal rhythm and smaller relative swings.
Viewed relative to the overall benchmark, Nonprofit CPLs in All countries available were roughly 80% lower on average (about $9.16 vs. $46.04). In absolute dollars the nonprofit series sat far below market levels across every month; in relative terms it was also more volatile — coefficient of variation ~42% for Nonprofit versus ~9% for the baseline. Where the benchmark’s largest month-to-month moves were in the single-digit dollar range, nonprofit CPLs swung by double-digit dollars several times (notably Sep→Oct and Oct→Nov), creating intermittent gaps that widened and narrowed across the year.
This data-driven look at Cost Per Lead for Nonprofit in All countries available illustrates a low-cost but higher-volatility ad landscape versus the overall benchmark. For marketers tracking Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and country-specific ad costs, these nonprofit industry ad performance patterns underline distinct seasonal timing and variability relative to the global benchmark.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Nonprofit industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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