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
Cost-per-lead in Norway ran markedly higher and far more volatile than the global Facebook Ads benchmark over the last 13 months. The market opened December 2024 at 61.26 and closed December 2025 at 476.15, a dramatic late‑year surge that capped a year of sharp swings, punctuated by spikes in April, July, September, and especially December, with brief troughs in June and October. By contrast, the global benchmark stayed in a tight band around the low 40s.
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 all industries in Norway compared to the global benchmark.
Across all industries in Norway, monthly median cost-per-lead (CPL) averaged about 111, compared with a 40 global average—roughly 2.8x higher. The range was wide: a low of 21.35 in October and a high of 476.15 in December 2025. Month-to-month volatility was extreme, with average absolute moves of about 97 points, nearly 25x the global month-to-month shift (~3.9).
Momentum was uneven. After 61.26 in December 2024, CPL dipped to 42.23 in January (−31% m/m), then climbed through March (63.39) and jumped in April (110.60). May (53.68) and June (31.94) reset lower, before a July spike to 218.82 (+586% vs. June), an August pullback to 68.48, and a September lift to 145.98. The year’s deepest trough landed in October at 21.35 (−85% m/m), rebounding to 87.31 in November and then surging to 476.15 in December (+446% m/m). Start to finish, Norway’s CPL rose roughly 678%.
Globally, CPL stayed far steadier: it hovered from 33–48 for most of the year, peaking around October (48.41) before sliding to the annual low in December 2025 (32.53).
Seasonality showed in the rhythm but not in a textbook way. Q1 in Norway was relatively moderate (average ~55), Q2 lifted on April’s spike but softened into June (average ~65). Q3 was the first truly elevated stretch (average ~144), driven by July and September peaks. Q4 split the difference—October’s trough, a November recovery, and a December blowout—averaging ~195 for the quarter.
The global pattern was steadier: Q1 (~36) edged into Q2 (~39), rose into Q3 (~44), and eased in Q4 (~42) as December dropped. Performance typically softens through Q4 as competition rises, with engagement sometimes rebounding in early Q1; Norway’s data instead showed a late‑year surge concentrated in December.
Norway’s CPL outpaced the market in 11 of 13 months. The narrowest positive gap came in January (about 21% above global), while the widest gap hit in December 2025, when Norway’s CPL was roughly 14.6x the global median. There were two months below market: June (−21%) and October (−56%). Overall, Norway averaged about +176% above the global CPL across the period and was dramatically more volatile.
The global benchmark moved within a 32.53–48.41 range, a 16‑point band; Norway ranged across 455 points. The global curve rose modestly into early Q4 before a December drop, while Norway’s path was choppier with pronounced peaks and short, sharp troughs.
These Facebook Ads benchmarks for cost per lead highlight how country-specific ad costs in Norway diverge from the steadier global trend—higher on average, with outsized swings across the year. Understanding cost-per-lead benchmarks for all industries in Norway helps teams interpret CPL trends alongside broader CPC trends, CPM analysis, and CTR performance, and compare country-specific ad performance to the global benchmark.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Norway, 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.
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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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.
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Late November (Black Friday/Singles Day), December (Christmas & post‑Christmas sales), Spring holiday period (April–May travel and tourism)
CPM and CPC could rise during Easter and Ascension when Norwegians travel or spend time on leisure. Constitution Day (May 17) is widely celebrated—media activity may increase and ad competition could intensify. Most public holidays result in shop closures; ad inventory may shrink during holidays. Pentecost weekend may reduce weekday competition.
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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