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Facebook Ads Cost Per Lead Benchmarks for Retail in Denmark

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Cost Per Lead for Retail in Denmark

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost per lead trends for industry Retail and target country Denmark compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • On average, Denmark’s Retail cost per lead (CPL) was 16.5% below the global baseline across the same months observed.
  • The series was highly volatile: average month-over-month move was about 41.9% versus 10.9% for the global baseline.
  • Highest CPL occurred in October 2024 (62.06), while the lowest was July 2025 (6.10). CPL fell 90.2% from the first to the last observed month.
  • Seasonal signals: Q4 average CPL in Denmark matched the global average, but spring spiked above market and early summer dropped sharply below market.

Overview and context

We examine monthly median cost per lead for Retail in Denmark from October 2024 to July 2025 (with gaps in April and June) and compare it to the global baseline. The goal is to benchmark Facebook Ads CPL patterns: averages, highs/lows, volatility, and seasonal shifts.

Denmark Retail CPL trend

  • Average across observed months: 31.09.
  • High/low: 62.06 (Oct 2024) and 6.10 (Jul 2025).
  • First-to-last change: down 90.2% (62.06 to 6.10).
  • Notable moves:
  • Oct → Nov: -56.8% (62.06 to 26.79).
  • Jan → Feb: +103.8% (23.32 to 47.52).
  • Mar → May: -82.3% (50.22 to 8.88).
  • Volatility: average absolute month-to-month change ≈ 41.9%.
  • Seasonal shape:
  • Q4 2024 average: 37.55, driven by an October spike followed by softer November–December.
  • Spring (Feb–Mar): elevated at 48.87.
  • Early summer (May–Jul): unusually low, averaging 7.49.

Comparison to the global baseline

  • Overlapping-month average: Denmark 31.09 vs baseline 37.23 (16.5% lower).
  • High/low vs baseline:
  • Denmark peaked at 62.06 (Oct), far above the baseline’s overlapping-month peak (41.58).
  • Denmark’s trough at 6.10 (Jul) was far below the baseline for that month (38.67).
  • Relative positioning by month:
  • Above market: Oct (+99%), Feb (+22%), Mar (+53%).
  • Below market: Nov (-36%), Dec (-40%), Jan (-34%), May (-78%), Jul (-84%).
  • Volatility: Denmark 41.9% average MoM move vs baseline 10.9% — substantially more variable.
  • Seasonal comparison:
  • Q4 averages were essentially in line (Denmark 37.55 vs baseline 37.44), reflecting typical holiday pressure.
  • Spring in Denmark ran above market (Feb–Mar Denmark 48.87 vs baseline 35.85).
  • Early summer in Denmark ran well below market (May–Jul Denmark 7.49 vs baseline 39.15).

What this means for benchmarking

  • Denmark Retail’s CPL was below average overall, with sharp swings and an October spike, followed by a spring surge and an early-summer drop.
  • Seasonality aligns with broader patterns in Q4, but Denmark diverged in spring (above market) and early summer (well below market).

Understanding cost per lead benchmarks on Facebook Ads in industry Retail and Denmark 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 Retail industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Denmark, 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.

Denmark Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 17Maundy Thursday
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
May 29Ascension Day
Jun 8Whit Sunday
Jun 9Whit Monday
Dec 25Christmas Day
Dec 26Second Day of Christmas

Key Shopping Season

Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day

Potential Advertising Impact

CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.

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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