See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Public Administration cost-per-lead (CPL) ran notably above the global benchmark across most of the 12-month window, with sharp swings and a dramatic late-period spike. 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 compared to the global benchmark.
Public Administration CPL averaged about $84.02 over the period (June 2025–May 2026), starting at $89.04 in June 2025 and finishing at $154.51 in May 2026 — a roughly +74% lift from start to finish. The high was $154.51 (May 2026) and the low was $45.53 (September 2025), giving a range of about $109. By contrast, the global baseline averaged roughly $46.51, with a narrow range from $40.89 to $53.35.
Month-to-month movement in Public Administration was jagged: average absolute monthly change was about $30, versus roughly $3 for the global baseline — roughly a tenfold difference in monthly swing size. On a percent basis, Public Administration moved an average of ~43% month-to-month (absolute), with individual months ranging from small single-digit moves to triple-digit jumps (for example Nov→Dec +104% and Apr→May +114%). Most months (10 of 12) saw Public Administration CPL above the global median; September 2025 and March 2026 were modestly below baseline by ~6–7%.
The series shows pulses rather than a smooth seasonal curve. Late Q3 (September 2025) marked a trough at $45.53, followed by a rebound through year-end into a double-digit lift in December and January (Dec $104, Jan $106). Early Q1 2026 cooled (Feb–Mar decline), then volatility resumed with a large jump in May 2026. This pattern reads as episodic spikes in CPL — periods of softness followed by sharp rebounds — rather than a steady Q4 peak or Q1 trough that you might expect in other industries.
Viewed against the global baseline, Public Administration trailed only twice and otherwise ran well above market. The gap versus the global benchmark was frequently large: from roughly +32% (Oct 2025) to more than +250% (May 2026), with several months exceeding +100% (Dec, Jan, Aug). Overall, Public Administration in All countries was both higher-cost and more volatile than the global median — consistently above-average CPLs and far sharper month-to-month swings.
Understanding Cost Per Lead benchmarks for Public Administration in All countries provides a clear reference point for industry ad performance and for comparing CPL against broader Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and country-specific ad costs.
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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