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Facebook Ads Cost Per Lead Benchmarks for Nonprofit in Sweden

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Cost Per Lead for Nonprofit in Sweden

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, Nonprofit cost-per-lead (CPL) in Sweden ran well above market for most observed months, then fell sharply by May 2025.
  • Across the same months, the Sweden Nonprofit series averaged roughly 11.9x higher than the global baseline, with extreme volatility and notable spikes in January.
  • The global baseline shows familiar seasonality (higher CPL in November–December, softening in January), while the Sweden Nonprofit series diverged with a pronounced January surge and a deep dip by May.

What this analysis covers

This analysis looks at cost-per-lead trends for industry Nonprofit and target country Sweden compared to the global trend. It summarizes monthly medians for the selected segment and compares them to a global baseline (all industries and countries) for the same months.

Selected data snapshot: Nonprofit in Sweden (CPL)

Observed months: November 2024, January 2025, February 2025, May 2025.

  • Average: 461.47
  • Median (of months): 410.31
  • High: 1,007.95 (January 2025)
  • Low: 17.30 (May 2025)
  • Range: 990.65
  • Change from first to last month: -97.4% (660.27 in Nov 2024 to 17.30 in May 2025)
  • Month-to-month swings:
  • Nov → Jan: +52.7%
  • Jan → Feb: -84.1%
  • Feb → May: -89.2%
  • Average absolute MoM swing: ~75%
  • Volatility: very high (coefficient of variation ~99%), driven by a January spike followed by successive declines to May.

Notable spike/dip:

  • Spike: January 2025 at 1,007.95 (series high).
  • Dip: May 2025 at 17.30 (well below both earlier months and the baseline for May).

Comparison to the global baseline (same months)

Baseline values (CPL): 41.58 (Nov 2024), 35.54 (Jan 2025), 38.86 (Feb 2025), 39.63 (May 2025).

  • Baseline average: 38.90; Sweden Nonprofit average is about 11.9x higher.
  • High vs. high: 1,007.95 (Sweden Nonprofit) vs. 41.58 (baseline); the peak is ~24x above market.
  • Low vs. low: 17.30 (Sweden Nonprofit) vs. 35.54 (baseline); May is ~56% below market.
  • Baseline MoM movement: -14.5% (Nov→Jan), +9.4% (Jan→Feb), +2.0% (Feb→May); average absolute MoM swing ~8.6% (much steadier than the selected series).
  • Volatility: baseline standard deviation ~2.5 across these months vs. hundreds for the selected series; the selected series is clearly above market in level and volatility for most of the window.

Per-month positioning:

  • November 2024: ~15.9x above market.
  • January 2025: ~28.4x above market.
  • February 2025: ~4.1x above market.
  • May 2025: ~56% below market.

Seasonality and pattern notes

  • Global trend: CPL typically lifts in Q4 (notably November–December) and eases in January—consistent with holiday-driven demand and post-holiday normalization.
  • Sweden Nonprofit: deviates from the smooth baseline pattern with an outsized January spike and a steep decline through May, moving from far above market to below market by late spring.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Nonprofit and Sweden helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting Sweden, 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Sweden Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 6National Day
Jun 21Midsummer Day
Nov 1All Saints' Day
Dec 25Christmas Day
Dec 26Second Day of Christmas

Key Shopping Season

Late November (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)

Potential Advertising Impact

CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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