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

Key takeaways

• This analysis looks at cost-per-lead trends for industry Recreation and Travel and target country Norway compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
• Across overlapping months, the selected cost-per-lead (CPL) averaged 61.77, versus a global baseline average of 36.70—about 68% above market.
• The selected series shows high volatility (average month-to-month swing of ~55.4), far above the global baseline (~3.2).
• Highs and lows: selected peaked at 119.30 (June 2025) and bottomed at 0.94 (October 2024). Baseline over the same months ranged 31.12–39.63.
• From the first to the last observed month, the selected CPL rose roughly +6,200% (from 0.94 in Oct-2024 to 59.04 in Jul-2025), driven by an unusually low October starting point. The baseline increased a more moderate +24% over the same window.

Selected trend highlights

• Average and median: average 61.77; median 67.34 across Oct-2024 and Jan–Jul 2025.
• Extremes:
• High: 119.30 in June 2025.
• Low: 0.94 in October 2024 (an outlier relative to subsequent months).
• Notable month-to-month movements:
• Oct→Jan: sharp lift to 37.68 from 0.94.
• Jan→Feb: surge to 111.32.
• Feb→Mar: pronounced dip to 10.72.
• Mar→Apr: rebound to 79.50; May eased to 75.64.
• Jun: new peak at 119.30; Jul cooled to 59.04.
• Volatility: average absolute month-to-month change ~55.4, indicating frequent large swings.

Comparison to the global baseline

• Level vs market: the selected CPL is consistently above the global baseline in most months observed.
• Relative to baseline by month:
• Jan: +6% above market.
• Feb: +186% above.
• Mar: 67% below.
• Apr: +106% above.
• May: +91% above.
• Jun: +211% above.
• Jul: +53% above.
• October sits far below market due to an anomalously low reading (0.94 vs 31.12).
• Central tendency:
• Selected median: 67.34 vs baseline median: 38.47 (about 75% higher).
• Stability: baseline CPL remains tight in a 31–40 range across the overlapping months, while the selected series swings widely (10.72 to 119.30 after October).

Seasonality and timing patterns

• Global seasonality: the baseline shows the typical Q4 lift for Facebook Ads benchmarks—November and December are 27–34% higher than October—consistent with holiday-driven demand.
• In the selected series, the strongest cost spikes appear in February and June, with a notable dip in March and a step-down in July. Missing November–December months mean Q4 seasonality can’t be assessed locally, but the global pattern suggests costs often rise late in the year.

Bottom line

Recreation and Travel CPL in Norway trends above market on average, with higher highs, deeper interim dips, and materially greater month-to-month variability than the global baseline. Understanding COST_PER_LEAD benchmarks on Facebook Ads in industry Recreation and Travel and Norway helps advertisers make more efficient budget and creative choices.