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Facebook Ads Cost Per Lead Benchmarks for Public Safety in Australia

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

Cost Per Lead for Public Safety in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

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

Key takeaways

  • The selected segment (Public Safety in Australia) has no recorded observations for the period provided, so a direct comparison to the global baseline is not possible in this window.
  • Global baseline median cost-per-lead averaged 36.04 across Oct 2024–Sep 2025, peaking at 41.58 in Nov 2024 and bottoming at 20.63 in Sep 2025.
  • From the first to the last month, the global baseline declined 33.7%.
  • Volatility in the baseline was moderate: average month-to-month absolute change was 4.75 (about 13.3%). The sharpest increase occurred in Nov (+33.6% m/m); the steepest drop was in Sep (−44.3% m/m).
  • Seasonal pattern is visible: costs were elevated in Q4 (especially Nov–Dec), stabilized in H1, and then dropped sharply at the end of Q3 (Sep).

Overview

We summarize median monthly cost-per-lead benchmarks for Facebook Ads, focusing on Public Safety in Australia and comparing to the global baseline. With no selected-segment data points available for this timeframe, the global series serves as the reference for directionality and seasonality.

Selected segment results

  • No observations are available for Public Safety in Australia in the period provided.
  • As a result, averages, highs/lows, percentage change, and volatility for the selected segment cannot be computed.

Global baseline trend

  • Average: 36.04 across the 12 months.
  • High: 41.58 in Nov 2024.
  • Low: 20.63 in Sep 2025.
  • Change from Oct 2024 to Sep 2025: −33.7%.
  • Volatility: average month-to-month absolute change of 4.75 (≈13.3%).
  • Notable movements:
  • Oct → Nov: +33.6% (strong Q4 uplift).
  • Mar → Apr: +17.5% (spring rebound).
  • Aug → Sep: −44.3% (sharp late-Q3 dip).
  • Seasonal cues:
  • Q4 (Oct–Dec) ran above the overall average, typical of holiday-driven auction pressure.
  • H1 2025 generally stabilized around the mid-to-high 30s before a pronounced drop in Sep.

Comparison and positioning

  • Because the selected segment has no observations, we cannot label Public Safety in Australia as above market, below average, or in line with overall trends for this period.
  • The global baseline offers directionally useful context: elevated costs in Q4, steadier mid-year performance, and a notable Sep dip.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Public Safety and Australia 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 Safety industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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.

Australia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 27Australia Day (observed)
Apr 18‑21Easter weekend
Apr 25Anzac Day
Jun 9King's Birthday
Oct 6Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)

Potential Advertising Impact

Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.

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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