Facebook Ads Cost Per Lead Benchmarks for Retail in United Kingdom

Facebook Ads cost-per-lead benchmarks: Retail in Great Britain vs global

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

Main takeaways

• Overall level: Retail in Great Britain averaged a cost-per-lead of 54.34 across Oct 2024–Sep 2025, about 51% above the global baseline average of 36.04 (above market).
• Volatility: Month-to-month moves averaged 226% due to an extreme September spike; excluding September, typical month-to-month change was ~43%. The global baseline was steadier at ~13% average monthly change.
• Highs/lows and range: GB Retail peaked at 220.08 in September and bottomed at 10.24 in August, a wide 209.84 range. The baseline peaked at 41.58 (November) and troughed at 20.63 (September).
• Trend over period: GB Retail rose +334% from October to September, while the global baseline fell −34%.
• Seasonality: GB Retail showed elevated costs in February–April, a pronounced summer trough (July–August), then a sharp September surge. The global trend was mildly higher in Q4 and lowest in September, consistent with easing post-summer.

What the GB Retail data shows

• Average: 54.34; Median month high/low: High in September (220.08), low in August (10.24).
• Notable movements:
• November dip: −43% vs October (28.91 vs 50.72).
• December rebound: +75% vs November (50.51).
• February surge: +101% vs January (70.23).
• May reset: −59% vs April (28.82).
• Summer trough: June–August down to 19.06 → 10.32 → 10.24, with August nearly flat vs July (−0.8%).
• September spike: +2050% vs August (220.08).
• From first to last month: +334% (50.72 → 220.08).

How GB Retail compares to the global baseline

• Average comparison: 54.34 (GB Retail) vs 36.04 (global), placing GB Retail above market on average.
• By month: GB Retail was above the baseline in 6 of 12 months (notably February–April and September) and below in 6 months (notably May–August). In summer, GB Retail was far below global levels (e.g., August: 10.24 vs 37.03, ~72% below). In September, GB Retail was ~967% above the global figure (220.08 vs 20.63).
• Baseline dynamics: The global series was relatively stable through most months (avg absolute MoM change ~13%), modestly elevated in November–December, and eased into the lowest point in September (−44% vs August).

Seasonal patterns and volatility

• Seasonal signals: Costs typically increase around Q4; the global baseline aligns with this (higher in November–December). GB Retail partially diverged—November dipped but December rebounded, then February–April stayed elevated before a pronounced summer lull and an outlier spike in September.
• Volatility profile: GB Retail showed high variability, especially around February (+101%) and September (+2050%); excluding September, the pattern still indicates larger swings than the global benchmark.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Retail and Great Britain helps advertisers make more efficient budget and creative choices.