Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Public Safety cost-per-lead (CPL) in All countries available ran a notably choppy course compared with the global benchmark: higher on average, punctuated by dramatic spikes in late 2025 and early 2026, and a deep trough in March 2026. Volatility was a defining characteristic — month-to-month swings were large enough to reshape quarterly comparisons. 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 Safety in All countries available compared to the global benchmark.
Across the 11-month window (July 2025–May 2026) Public Safety CPL averaged about $90.8, ranging from a low of $22.40 in March 2026 to a high of $257.03 in January 2026. That average sits nearly double the global median for the same months, which averaged roughly $46.9. The absolute range for Public Safety was about $235, a volatility not seen in the baseline (where the same period’s range was roughly $20.8). Month-to-month standard deviation for the Public Safety series was approximately $67 — a coefficient of variation near 74% — versus a baseline monthly SD near $3.5 (CV about 7.5%). Those figures reflect a sector with episodic cost surges rather than steady seasonal drift.
Notable movements: CPL fell from about $118 in July 2025 to $36 in August, climbed into the high $160–$257 zone across December–January, then collapsed to $22 in March. May 2026 closed the window around $64, roughly 46% below the July 2025 start point but still above the global median.
The period shows a late-year buildup into a pronounced Q4–Q1 spike: December 2025 ($178) and January 2026 ($257) stand out as peak demand points. After that surge, the series experienced a sharp rebound-to-decline sequence — February recovered into the mid-$70s, then March delivered the year’s trough. April and May settled into a mid-$50 to mid-$60 band. By contrast the baseline displayed modest seasonal rhythm: a small uptick into early 2026 (Feb–Mar) and a softer April before a slight rebound in May.
Overall rhythm: stronger competition or episodic spend appears to concentrate around late Q4 into early Q1, followed by a rapid cooldown in late Q1.
Relative to the global benchmark, Public Safety CPL was uneven. On average it was about 94% above the benchmark, but the gap varied widely month to month. At its narrowest, Public Safety ran around 17% below the global median in August 2025 and about 9% below in October 2025; at its widest, it exceeded the baseline by roughly 425% in January 2026. In plain terms: the global trend was steady and low-variance (CPLs in the mid-$40s), while Public Safety was far more volatile and episodic, with peaks multiple times the baseline.
Understanding Cost Per Lead benchmarks for Public Safety in All countries available (and how they diverge from global Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance and country-specific ad costs) clarifies where industry ad performance departs from broader market behavior.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Public Safety industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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