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Facebook Ads Cost Per Lead Benchmarks for Retail in Sweden

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Cost Per Lead for Retail in Sweden

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost per lead benchmarks: key takeaways

This analysis looks at cost per lead (CPL) trends for industry Retail and target country Sweden compared to the global trend, based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

  • Overall level: Sweden’s Retail CPL averaged 53.28 across the available months (Oct 2024–Jul 2025), about 43% above the global baseline average of 37.38 over the same period.
  • Volatility: Sweden showed high month‑to‑month variability (average absolute change ~61%), versus a steadier global baseline (~13%).
  • Direction of travel: CPL fell sharply from 244.13 in Oct 2024 to 6.10 by Jul 2025, a 97.5% decrease.
  • Seasonality: The global series peaked modestly in November (typical Q4 elevation), while Sweden spiked in October then normalized through November–December.

Selected series highlights (Retail, Sweden)

  • Coverage: Oct 2024, Nov, Dec, Jan 2025, Feb, Mar, Apr, May, Jul (no June data).
  • Average: 53.28; median: 36.23 (skewed up by October’s spike).
  • High/low: High at 244.13 (Oct 2024); low at 6.10 (Jul 2025); range of 238.03.
  • Trend:
  • Oct → Nov: -78.9% (244.13 to 51.61).
  • Nov → Dec: -6.7% (51.61 to 48.16).
  • Dec → Jan: -24.8% (48.16 to 36.23).
  • Jan → Feb: -62.7% (36.23 to 13.52).
  • Feb → Mar: +171.6% rebound (13.52 to 36.72).
  • Mar → Apr: -7.1% (36.72 to 34.13).
  • Apr → May: -74.0% (34.13 to 8.88).
  • May → Jul: -31.3% (8.88 to 6.10; two-month gap).
  • First-to-last change (Oct to Jul): -97.5%.

Comparison to the global baseline

  • Average level: Sweden Retail was ~43% above the global benchmark across the overlapping months.
  • High/low (baseline in overlap): High at 41.58 (Nov 2024); low at 31.12 (Oct 2024).
  • Volatility: Baseline average absolute month‑to‑month change ~13.4% through Oct–May, far steadier than Sweden’s ~61%.
  • Relative positioning by month:
  • Above market: Oct (+~684%), Nov (+24%), Dec (+22%), Jan (+2%), Mar (+12%).
  • In line: Jan was essentially in line (+~2%).
  • Below average: Feb (-65%), Apr (-12%), May (-78%), Jul (-84%).
  • Direction (Oct to Jul): Baseline rose ~24%, while Sweden fell ~98%, indicating a pronounced local correction after an October spike.

Seasonality and pattern notes

  • Q4 pattern: The global series shows a November peak, consistent with holiday-period pressure. Sweden diverged, with an outsized October spike followed by normalization in November–December.
  • Early 2025: Sweden dipped sharply in February (13.52) against a stable-to-elevated global baseline, briefly rebounded in March–April to the mid‑30s, then dropped to single digits in May and July, well below global levels.

Method and scope

  • Metrics reflect monthly medians for cost per lead on Facebook Ads.
  • Comparative statistics (averages, highs/lows, volatility) are computed over overlapping months between Sweden Retail and the global baseline to ensure a like‑for‑like view.

Understanding cost per lead benchmarks on Facebook Ads in industry Retail and Sweden 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 Sweden, 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.

Sweden Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 6National Day
Jun 21Midsummer Day
Nov 1All Saints' Day
Dec 25Christmas Day
Dec 26Second Day of Christmas

Key Shopping Season

Late November (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)

Potential Advertising Impact

CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.

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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