Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Recreation and Travel cost-per-lead (CPL) in All countries available moved from a high, uneven cadence in late 2025 to a pronounced drop by mid-2026 — a story of sharp swings and an overall decline versus the global benchmark. 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.
The Recreation and Travel CPL started at about $47.58 in July 2025 and finished at roughly $9.78 in July 2026 — a dramatic fall of about 79.5%. Over the 13-month window the median CPL averaged $27.87, with a high of $50.95 in December 2025 and a low of $9.78 in July 2026. Monthly moves were large: August 2025 dropped ~36% from July, December 2025 marked a year-end spike (+$8.17 month-over-month), and February 2026 saw a steep contraction (Jan → Feb down roughly 59%). Volatility, measured as average absolute month-to-month change, was about $8.67 — reflecting a see-saw pattern driven by holiday spikes and early-year corrections.
By contrast the global benchmark averaged about $44.10 over the same months, with a high near $53.22 in February 2026 and a low around $20.82 in July 2026. Recreation and Travel’s peak in December briefly exceeded the global benchmark, but most months trended below the baseline.
The series shows a classic year-end lift in December 2025 (CPL ≈ $50.95), followed by uneven behavior into Q1: January remained elevated (~$41.20) then collapsed into February (~$17.08). Spring and early summer settled into lower medians ($14–$20 from April through June), with the trough arriving in July 2026 (~$9.78). These rhythms suggest strong Q4 pressure and a Q1 correction, then a low-cost summer stretch; month-to-month swings were substantial, particularly between Nov→Dec and Jan→Feb.
Across the year Recreation and Travel ran about 37% below the global CPL on average (median $27.9 vs $44.1). The relationship swung: at its narrowest gap selected CPL was ~13% above the global benchmark in December 2025; at its widest, it was roughly 68% below in February 2026. Overall the Recreation and Travel series was materially more volatile than the global benchmark (average monthly absolute change ~$8.7 vs ~$4.7 — about 85% higher), showing sharper spikes and deeper troughs than the broader market.
This snapshot of cost-per-lead trends for Recreation and Travel across All countries available — contrasted with global CPL benchmarks — highlights pronounced seasonality, a strong year-end peak and a steep downward momentum into mid-2026. Understanding Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and country-specific ad costs in Recreation and Travel helps contextualize industry ad performance against broader market behavior.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Recreation and Travel industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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