See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Recreation and Travel Cost Per Lead (CPL) traced a roller‑coaster over the last 13 months, running below the global benchmark on average but punching above it at key moments. 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 Recreation and Travel in All countries available compared to the global benchmark.
Across the period June 2025 → June 2026, Recreation and Travel CPLs averaged about $34.5 per lead versus a global baseline of roughly $44.5 — roughly 22–23% below the market average. The market opened at ~$51 in June 2025, slid into a trough near $25 by October 2025, surged to ~$51 in December, collapsed to a multi‑month low of $14.53 in April 2026, and finished at a surprising peak of $61.23 in June 2026. The absolute range was wide: low $14.53 → high $61.23. Month‑to‑month movement was pronounced: average monthly absolute change was about $11.7, reflecting sharp swings rather than a steady drift.
Notable single‑month moves: a deep drop from January → February 2026 (from $41.36 to $16.42, roughly −60%), and a dramatic jump May → June 2026 (from $18.36 to $61.23, roughly +233% versus the global June level). The year‑over‑year headline: the series rose ~20% from the opening point ($51.00) to the close ($61.23), but that masks the intra‑year volatility.
Patterns show a mid‑year softness into early autumn (June → October 2025 decline), a Q4 lift (noticeable rebound into December), then a pronounced early‑year trough (Feb–Apr 2026), and finally a late‑spring/early‑summer spike. The December uplift and the late‑May into June surge stand out as the strongest momentum months. Conversely, February and April 2026 represent the softest phases for CPLs in this dataset. These rhythms underline that Recreation and Travel CPLs did not follow a smooth seasonal arc but instead alternated between steep declines and sharp rebounds.
Compared to the global baseline, Recreation and Travel was sometimes above market and often well below it. Early and late in the window (June–July 2025, December 2025 and June 2026) CPLs exceeded the global median (e.g., June 2026 was ~233% above the global June benchmark). In many months—especially Aug–Oct 2025 and Feb–May 2026—CPLs trailed the global series by wide margins (30–70% below in several months, with February 2026 ~69% below and April ~64% below the baseline). Volatility in Recreation and Travel was markedly higher than the global pattern: average monthly movement was about $11.7 versus about $4.8 for the baseline — more than double the baseline volatility.
Understanding Cost Per Lead trends and Facebook Ads benchmarks for Recreation and Travel in All countries available illuminates how industry ad costs can diverge from global CPM analysis and CPC trends — highlighting high volatility months, seasonal lifts in Q4, and dramatic swings in early 2026 that reshape CPL performance comparisons.
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 Recreation and Travel 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.
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