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Facebook Ads Cost Per Lead Benchmarks for Public Administration in United Kingdom

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

Cost Per Lead for Public Administration in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • Scope: This analysis looks at cost per lead trends for industry Public Administration and target country Great Britain compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Data availability: No monthly observations were available for the selected segment (Public Administration in Great Britain) during the period, so relative positioning versus the market cannot be determined. Insights below summarize the global baseline.
  • Baseline seasonality: Global costs rose into Q4 2024, peaking in November, then eased in early 2025 before stabilizing mid-year and dropping sharply in September 2025.
  • Volatility: Month-to-month movements averaged about 4.5, with the largest jump in November 2024 and the steepest decline in September 2025.

Selected segment overview (Public Administration, Great Britain)

  • No selected_data points were provided for Public Administration in Great Britain in the reported window. As a result, averages, highs/lows, percentage change, and volatility for this segment cannot be computed from the dataset provided.

Global baseline overview (benchmark for comparison)

  • Metric: cost per lead (monthly medians), Sep 2024–Sep 2025.
  • Average: 35.80 across 13 months.
  • High: 41.58 in November 2024.
  • Low: 20.63 in September 2025.
  • Range: 20.95 between the high and low.
  • First-to-last change: down 37.3% from 32.88 (Sep 2024) to 20.63 (Sep 2025).

Notable movements and seasonality:

  • Q4 lift: Costs climbed into the holiday period, moving from 31.12 in October to a peak of 41.58 in November, and remained elevated in December at 39.63.
  • Early-year cooling: January dipped to 35.54, with February rebounding to 38.86 and March easing again to 32.84.
  • Mid-year stabilization: From April through July, costs held in a relatively tight band (38.35–39.63), suggesting steady market conditions.
  • Late-year drop: August softened to 37.03, followed by a sharp decline to 20.63 in September 2025, the largest single-month drop in the period.

Volatility and month-to-month change:

  • Average absolute month-to-month change: approximately 4.50.
  • Largest MoM increase: +10.45 from October to November 2024 (seasonal surge).
  • Largest MoM decline: −16.40 from August to September 2025 (sharp late-period correction).

Comparison: selected segment vs. global baseline

  • Due to the absence of selected_data for Public Administration in Great Britain, a quantitative comparison to the global baseline (averages, highs/lows, volatility, or relative positioning such as above/below market) is not possible within this period.
  • Contextually, the global baseline indicates typical Q4 cost inflation for Facebook Ads, a moderation in Q1, and stable mid-year performance before an abrupt decline at the end of the observed window.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Public Administration and Great Britain 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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.

United Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

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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