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Facebook Ads Cost Per Lead Benchmarks for Public Safety in Germany

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Cost Per Lead for Public Safety in Germany

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost per lead (CPL) trends for industry Public Safety and target country Germany compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • No monthly CPL observations are available for Public Safety in Germany in the selected period, so we cannot calculate segment-specific averages or volatility nor position the segment relative to market.
  • The global baseline shows a yearly average CPL of 36.04, with a high in November 2024 (41.58) and a sharp dip in September 2025 (20.63).
  • Seasonality is evident: costs peak in Q4 and remain elevated through mid-year, then drop steeply at the end of Q3.
  • Baseline volatility averages a 4.75 absolute month-to-month change (about 13.3% on average), with the largest jump from October to November 2024 and the largest drop from August to September 2025.

Scope and framing

This report covers Facebook Ads cost per lead benchmarks for the Public Safety industry in Germany, compared to the global baseline. Timeframe: October 2024 to September 2025.

Selected segment highlights (Public Safety, Germany)

  • Data availability: No monthly CPL data points were provided for Public Safety in Germany during the period analyzed.
  • As a result, averages, highs/lows, percentage change, and month-to-month volatility for the selected segment cannot be computed.
  • Relative positioning versus the market (above market, below average, or in line) cannot be determined without observed values.

Global baseline overview (directional market view)

  • Average CPL (Oct 2024–Sep 2025): 36.04
  • High: 41.58 in November 2024
  • Low: 20.63 in September 2025
  • Change from first to last month: down 33.7% (31.12 in October 2024 to 20.63 in September 2025)
  • Volatility:
  • Average absolute month-to-month change: 4.75
  • Average absolute month-to-month percent change: ~13.3%
  • Largest month-to-month increase: +33.6% (Oct → Nov 2024)
  • Largest month-to-month decrease: −44.3% (Aug → Sep 2025)

Seasonal patterns and trend notes

  • Q4 peak: CPL climbed into November 2024 (41.58) and remained elevated through December (39.63), consistent with typical holiday-driven cost pressure.
  • Early-year normalization: January–March 2025 moderated (35.54 to 32.84), before rebounding in April–July (mostly 38–40).
  • Late Q3 drop: CPL fell from 37.03 in August to 20.63 in September 2025, marking the lowest point in the series.

Comparison to the global baseline

  • Due to the absence of selected-segment data, no direct comparison (above market, below average, or in line) can be made. The global baseline provides the only directional reference for the period.

Understanding cost per lead benchmarks on Facebook Ads in industry Public Safety and Germany 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 Germany, 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.

Germany Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 9Whit Monday
Oct 3German Unity Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)

Potential Advertising Impact

Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.

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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