Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks for Public Safety in Israel

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

Cost Per Lead for Public Safety in Israel

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Scope: This analysis looks at cost per lead (CPL) trends for industry Public Safety and target country Israel 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 CPL data points were available for Public Safety in Israel in the selected period, so comparisons to the global baseline cannot be quantified. The insights below summarize the global baseline to serve as a directional reference.
  • Global baseline level: Average CPL was $36.04 across Oct 2024–Sep 2025, peaking in November 2024 at $41.58 and reaching a low of $20.63 in September 2025.
  • Trend and volatility: Baseline CPL declined 33.7% from the first month (Oct 2024) to the last (Sep 2025). Month-to-month volatility averaged 13.3%, with the sharpest rise in November (+33.6% vs. October) and the largest drop in September (−44.3% vs. August).
  • Seasonality: Costs were elevated in Q4 (holiday period), softened in January, stabilized through early summer, and fell sharply in September.

Scope and context

  • Metric: cost per lead (CPL) on Facebook Ads.
  • Filters: industry Public Safety and country Israel for the selected view; “All industries / All countries” for the baseline.
  • Note: Because the selected series contains no observations, relative positioning (above market, below average, or in line) cannot be determined for Public Safety in Israel. The global baseline is provided as a benchmark reference only.

Global baseline benchmarks (all industries, all countries)

  • Average: $36.04
  • High: $41.58 (November 2024)
  • Low: $20.63 (September 2025)
  • Range: $20.95 between high and low
  • First to last month change: $31.12 → $20.63 (−33.7%)
  • Volatility:
  • Average absolute month-over-month change: 13.3%
  • Largest monthly increase: +33.6% in November vs. October ($31.12 → $41.58)
  • Largest monthly drop: −44.3% in September vs. August ($37.03 → $20.63)

Seasonality and monthly highlights

  • Q4 2024: Costs rose into the holiday period, with a pronounced jump in November ($41.58, +33.6% MoM) and a modest pullback in December ($39.63, −4.7% MoM). This aligns with typical Q4 pressure observed in Facebook Ads benchmarks.
  • Q1 2025: CPL softened in January ($35.54, −10.3% MoM) and rebounded in February ($38.86, +9.4%).
  • Spring 2025: A dip in March ($32.84, −15.5%) was followed by a rebound in April ($38.59, +17.5%) and steady levels in May ($39.63, +2.7%).
  • Early summer 2025: June and July were notably steady around $38–$39 (−3.2% then +0.8% MoM), indicating a stable mid-year period.
  • Late summer/early fall 2025: August eased to $37.03 (−4.2%), then September saw a sharp dip to $20.63 (−44.3%), marking the period low.

How the selected view compares to the baseline

  • Public Safety in Israel: No data points were available for the time window provided, so we cannot classify CPL performance as above market, below average, or in line with overall trends.
  • Baseline reference: The global trend indicates elevated Q4 costs, normalization in Q1, stable spring/summer levels near $38–$39, and an atypically steep drop in September.

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

Israel Advertising Landscape

National Holidays

Apr 13–19Passover
May 1Independence Day
Jun 2Shavuot
Sep 23–24Rosh Hashanah
Oct 2Yom Kippur
Oct 7–14Sukkot

Key Shopping Season

Passover (April), Sukkot and Fall holidays (Sept–Oct), Hanukkah (December)

Potential Advertising Impact

CPM and CPC might rise during Passover as consumers prepare homes and plan meals. Fall holiday cluster may see media consumption fluctuate—consumers often offline during holidays, but prior week advertising demand may peak. Yom HaAtzmaut might spark tourism and leisure engagement. Hanukkah could drive e‑commerce CPMs for toys and electronics.

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.