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Facebook Ads Cost Per Lead Benchmarks for Public Administration in New Zealand

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead for Public Administration in New Zealand

October 2024 - October 2025

Insights

Detailed observation of presented data

Overview and key takeaways

This analysis looks at cost-per-lead (CPL) trends for industry Public Administration and target country New Zealand compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

  • Data coverage: no in-market CPL observations are available for Public Administration in New Zealand in the provided period, so comparisons rely on the global baseline.
  • Global trend: the global median CPL averaged 36.04 across the last 12 months, peaking in November 2024 and hitting a low in September 2025.
  • Seasonality: costs were elevated in Q4 (Nov–Dec) and strongest in Q2 (Apr–Jun); a sharp dip occurred in September.
  • Volatility: typical month-to-month movement averaged 4.75, with two notable outliers in November (+10.45 vs October) and September (−16.40 vs August).

Selected dataset coverage

  • For Public Administration in New Zealand, the selected dataset contains no monthly medians during the window analyzed. As a result, we cannot determine whether New Zealand CPLs are above market, below average, or in line with overall trends.
  • The global baseline therefore serves as a directional reference for expected CPL ranges and seasonality.

Global baseline benchmarks

Period analyzed: October 2024 to September 2025

  • Average CPL: 36.04
  • Median CPL: 38.47
  • High: 41.58 in November 2024
  • Low: 20.63 in September 2025
  • Range: 20.95 from peak to trough
  • First-to-last change: −33.7% from October 2024 (31.12) to September 2025 (20.63)
  • Share of months above the average: 8 of 12 months (Nov, Dec, Feb, Apr–Aug)

Notable points:

  • November 2024 marked the highest CPL (41.58), followed closely by December (39.63).
  • September 2025 recorded an unusually low CPL (20.63), the only month below 25 in the period.

Seasonality and volatility

  • Q4 pattern: CPLs were elevated in November and December (average for Oct–Dec: 37.44), consistent with common Q4 pressure around holiday periods.
  • Q2 strength: April–June was the highest quarter on average (38.86), indicating broadly higher CPLs mid-year.
  • Q3 softness: July–September averaged 32.11, driven by the pronounced drop in September.
  • Volatility: average absolute month-to-month change was 4.75.
  • Largest increases/decreases:
  • +10.45 from October to November 2024
  • −16.40 from August to September 2025 (−44.3% month over month)

Comparison to the baseline

  • Because the selected dataset for Public Administration in New Zealand is empty for this timeframe, no direct comparison can be computed.
  • As a directional guide, the global baseline suggests a typical CPL range clustering in the mid-to-high 30s, with occasional peaks above 40 (notably November) and a rare dip near 20 (September).

Understanding cost-per-lead benchmarks on Facebook Ads in industry Public Administration and New Zealand 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 Public Administration industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting New Zealand, 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.

New Zealand Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 2Day after New Year's Day
Feb 6Waitangi Day
Apr 18Good Friday
Apr 21Easter Monday
Apr 25ANZAC Day
Jun 2King's Birthday
Jun 20Matariki
Oct 27Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)

Potential Advertising Impact

CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.

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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