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Facebook Ads Cost Per Lead Benchmarks for Recreation and Travel in Germany

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Cost Per Lead for Recreation and Travel in Germany

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, cost-per-lead in Recreation and Travel for Germany averaged 49.15, about 31% above the global baseline average of 37.44 across the same months.
  • The selected series shows very high volatility (average month-to-month change of 36.21 vs. 3.59 for the baseline), with a pronounced summer spike in July.
  • From October 2024 to August 2025, costs rose sharply overall (+3,098% from first to last month), with lows in October and a peak in July.
  • Relative to the global trend, Germany was below market in early months (Oct–Feb and June) and above market from March through May, then sharply above in July and August.

What this report covers

This analysis looks at cost-per-lead trends for industry Recreation and Travel and target country Germany compared to the global trend. It summarizes monthly median costs and how they track versus the overall benchmark for Facebook Ads.

Germany Recreation and Travel: trend overview

  • Average: 49.15 across 11 months (Oct 2024–Aug 2025).
  • High/low: peak 178.27 (July 2025); low 2.22 (October 2024); range 176.05.
  • Trajectory: a five-month climb from October to March (2.22 → 59.48), a moderate easing in April–May (54.11–52.24), a sharp dip in June (20.07), then a spike in July (178.27) and partial correction in August (71.07).
  • First-to-last change: +3,098% (Oct 2024 → Aug 2025).
  • Volatility: average absolute month-to-month move of 36.21; largest jump June → July (+158.20, roughly +788%); largest drop July → August (−107.20, about −60%).

Comparison with the global baseline

  • Average vs. baseline: Germany (49.15) sits 31% above the same-period global average (37.44), indicating above-market costs overall.
  • Highs/lows baseline: global peak 41.58 (Nov 2024), low 31.12 (Oct 2024), with a narrow range and steady profile.
  • Volatility: baseline average month-to-month move is 3.59—about one-tenth of Germany’s volatility.
  • Month-by-month positioning:
  • Below market: Oct, Nov, Dec 2024; Jan, Feb, Jun 2025.
  • Above market: Mar, Apr, May, Jul, Aug 2025.
  • Notable relative gaps: March sits well above baseline (59.48 vs. 32.84), and July markedly exceeds the global trend (178.27 vs. 38.67).

Seasonal patterns and notable movements

  • Q4: The global baseline shows a mild Q4 elevation (Oct–Dec), while Germany remains below market and comparatively subdued in November–December.
  • Q1: Germany rises steadily, crossing above the global trend by March.
  • Early summer: A temporary June dip contrasts with a stable global baseline; July posts a pronounced seasonal spike, with August still elevated versus the global average.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Recreation and Travel 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 Recreation and Travel 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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