See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Public Administration cost-per-lead (CPL) showed a choppy, high-cost profile across the last 12 months, regularly diverging from the overall market benchmark. 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 in All countries available compared to the global benchmark.
Public Administration CPL began the period at about $89 in June 2025 and finished around $103 in May 2026 — a net lift of roughly 15% from start to finish. Across the 12 months the median CPL averaged about $79.7, with a low of $45.53 (September 2025) and a high of $105.97 (January 2026). Peaks were concentrated in late Q4 and early Q1 (Dec–Jan both above $104), while the softest months landed in September 2025 and March 2026 (mid-$40s).
Magnitude and volatility stand out: the standard deviation of monthly CPLs is roughly $22 (about 28% of the mean), signaling large month-to-month swings. Month-over-month moves were dramatic at times — December jumped roughly $53 vs. November (+104%), and September was a steep decline from August (down ~54%). From trough to peak the CPL rose about 133% (from the Sept low to the Jan high).
Rhythm in the Public Administration series alternated between sharp spikes and swift pullbacks rather than a gradual seasonal curve. Late-year competition-style spikes appeared in December and carried into January, producing the largest sustained high-cost window. Conversely, the dataset shows two mid-year troughs: a September dip and a March dip, both pulling CPLs toward or below the global norm.
The pattern reads as repeated lift-and-decline cycles: sharp lift into Dec–Jan, rapid decline into early spring, then renewed lift by late spring. Those swings create a jagged monthly profile instead of a smooth Q4 peak / Q1 trough archetype; instead the market experienced rebounds in December/January and again approaching May.
Compared with the overall benchmark for the same months, Public Administration was consistently higher on average. The global benchmark averaged about $46.6 over the period; Public Administration averaged roughly $79.7 — about 71% above the benchmark. Month-to-month the gap varied widely: Public Administration ran more than 100% above baseline in June (+106%), August (+122%), December (+129%) and May (+142%), while in September and March it actually sat slightly below the global median (about 7% and 6% below, respectively). Baseline CPL volatility was much lower (standard deviation ~ $3.8, ~8% of baseline mean), so Public Administration was materially more volatile — roughly six times the baseline standard deviation.
These differences frame the series as an above-market, high-cost, and high-volatility case within broader Facebook Ads benchmarks, relevant to anyone tracking CPC trends, CPM analysis, CTR performance, country-specific ad costs, or industry ad performance in Public Administration across All countries available.
Understanding cost-per-lead benchmarks for Public Administration in All countries available provides a data-grounded view of industry ad performance and how it tracks against global advertising baselines.
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 Public Administration industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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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