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 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.
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 Safety 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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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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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