Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks for Public Safety in Italy

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

Cost Per Lead for Public Safety in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost per lead benchmarks: Public Safety in Italy vs global

This analysis looks at cost per lead trends for industry Public Safety and target country Italy 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

  • Selected dataset availability: No monthly observations are available for Public Safety in Italy in the period analyzed, so direct country-level benchmarking is not possible. The global baseline is provided for context.
  • Global baseline level: Average cost per lead across the period is 36.04, with most months clustering between 37–40.
  • Highs and lows: Peak in November 2024 at 41.58; lowest in September 2025 at 20.63. The overall range is 20.95 across the year.
  • Volatility: Average absolute month-to-month change is 13.3%, driven by a +33.6% jump from October to November and a -44.3% dip from August to September.
  • Trend from start to end: From October 2024 to September 2025, the baseline declines by 33.7%.

Baseline (global) cost per lead overview

  • Average: 36.04 across 12 months (2024-10 to 2025-09).
  • Highest month: November 2024 at 41.58.
  • Lowest month: September 2025 at 20.63.
  • Notable spikes/dips:
  • Spike: +33.6% from October (31.12) to November (41.58).
  • Dip: -44.3% from August (37.03) to September (20.63).
  • Distribution: 8 of 12 months sit above the period average, largely between 37 and 40 (Dec, Feb, Apr, May, Jun, Jul, Aug).
  • Month-to-month volatility: Average absolute change of 13.3%; excluding the September drop, changes are generally modest (typically within ±2–10%).

Comparison: Public Safety in Italy vs global baseline

  • Data coverage: The selected dataset for Public Safety in Italy contains no observations in this window. As a result, we cannot quantify “above market,” “below average,” or “in line with overall trends” for Italy specifically.
  • Context from the baseline: Globally, cost per lead averages 36.04, with seasonal elevation in Q4, reversion in January–March, and relatively steady levels in late spring and summer before a sharp drop in September.

Seasonal patterns to note in the baseline

  • Q4 lift: Costs rise into November (highest month) and remain elevated in December—consistent with typical holiday-period competition.
  • Early-year reset: January and March are comparatively lower (35.54 and 32.84), reflecting post-holiday cooling.
  • Summer steadiness: June to August holds in a narrow band (38.35–37.03) before the outsized September dip.

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

Optimize Smarter with Superads

Improve your Facebook ad performance

• Instant performance insights – See which ads, audiences, and creatives drive results.

• Data-driven creative decisions – Spot patterns to improve ROAS.

• Effortless reporting – No spreadsheets, just clear insights.

Get Started for free →

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.

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.

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.

Explore Facebook Ads Metrics

Discover detailed cost benchmarks for different Facebook advertising metrics:

CPC (Cost Per Click)

Average cost per click benchmarks across industries

CPM (Cost Per Mille)

Cost per thousand impressions across different markets

CTR (Click Through Rate)

Benchmark click-through rates for Facebook ads

Cost Per Lead

Cost per lead across different markets

Cost Per Purchase

Average cost per purchase benchmarks across industries

Cost Per App Install

See how much it costs to get users to install an app