Facebook Ads Cost Per Lead Benchmarks for Public Administration

Introduction

Public Administration lead costs swung from extremes to whiplash reversals across all countries, consistently sitting above the global all‑industry benchmark on average but lurching between record highs and sudden troughs. The year opened with an extraordinary spike, cooled, then surged again before collapsing in spring and late summer—only to rebound into Q4. 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 Public Administration across all countries compared to the global benchmark.

The story in the data

COST_PER_LEAD for Public Administration started at an exceptional 1,650 in November 2024 and ended at 175.68 in October 2025—a steep 89% decline from start to finish, yet still well above market by October. The series averaged 287 across the period (median 104), highlighting how a few outsized months skewed the mean. The high was that initial 1,650 in November 2024; the low arrived in April 2025 at just 1.85, with another trough in August at 3.27.

Monthly movements were unusually sharp. From November to December, CPL fell 97% (1,650 to 49.93), then climbed 12% into January. March spiked to 536.64 (+864% vs January), before collapsing 99.7% into April. A spring rebound pushed May to 190.38, followed by a halving in June (98.99), a modest lift in July (109.93), a 97% plunge in August (3.27), and a powerful climb into October (175.68). On average, monthly swings measured 355 points—around 160x more volatile than the global benchmark’s average monthly movement of just 2.23 points over the same windows.

Seasonal and monthly dynamics

Seasonal rhythms were amplified. Q4 2024 exhibited elevated pressure, led by the November spike and a lower, yet still above-market, December. Early Q1 was comparatively steady, then March broke out sharply. Q2 delivered the sharpest whiplash of the year: April’s low watermark gave way to a May recovery and a lighter June. Q3 mixed a firmer July with a sudden August drop, while early Q4 (October) rebuilt momentum.

Across these months, the range was wide: 1.85 to 1,650 (a spread of 1,648 points). By contrast, the all‑industry global benchmark ranged from roughly 33 to 45 over the same span, with a gentle upward drift.

Country vs. Global

Against the global benchmark (average ~40.12 over matching months), Public Administration CPL averaged about 7x higher. Relative positioning fluctuated dramatically:

• Above market in most months: +26% in December, +56% in January, +1,513% in March, +366% in May, +142% in June, +161% in July, and +289% in October.
• Far below market during two troughs: −95% in April and −93% in August.
• The widest premium appeared in November 2024 (+3,870% vs global), while the tightest gap occurred in December (+26% vs global).

While the global benchmark rose steadily by roughly 9% from November to October with low volatility, Public Administration across all countries traced a much choppier path, ending higher than much of the midyear but far below its extraordinary start.

Closing

Understanding Facebook Ads COST_PER_LEAD benchmarks for the Public Administration industry across all countries highlights how industry-specific CPL trends can diverge from global norms—showing larger spikes, deeper dips, and notably higher averages than the all‑industry baseline. This view provides a clear reference point for CPL trends, CPM analysis context, and CTR performance comparisons within global Facebook Ads benchmarks for Public Administration.