See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Across all countries, SaaS & Cloud Platforms saw cost per lead (CPL) break away from the global, all‑industry benchmark in 2025. After a soft Q1, CPL accelerated sharply from April through November, peaking near $86 before easing into December. The pattern was decisively more volatile than the market average, with larger month-to-month swings and a wider annual range.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for SaaS & Cloud Platforms across all countries compared to the global benchmark.
The period opens at $34.33 in December 2024 and closes at $65.99 in December 2025—an increase of roughly 92%. The low arrives in March 2025 at $30.32, and the high lands in November at $86.00. Across the full window, SaaS CPL averaged about $59.21, well above the global all-industry average of $40.06.
Momentum shifted quickly after Q1:
Volatility was pronounced: average absolute month-to-month movement was roughly $10 for SaaS, versus about $3.91 globally. The annual range for SaaS ($30–$86) spanned 56 points, compared with around 16 points in the global benchmark.
The rhythm follows a familiar shape with a twist. Q1 was the softest stretch for SaaS CPL (January–March averaged $36.32), then costs lifted through Q2 and escalated into Q3. The August pause gave way to a September–November crest around the mid‑$80s, followed by a December pullback. In contrast, the broader market showed steadier movements, with a mild climb into early Q4 and a sharper December dip.
This mirrors platform seasonality in social auctions—performance often stabilizes in early Q1, intensifies through mid‑year, and becomes more competitive in late Q3 and Q4—though the SaaS curve in 2025 was steeper and choppier than typical market behavior.
Relative to the global Facebook Ads benchmarks (all industries), SaaS & Cloud Platforms operated above market in 11 of 13 months. The average gap was +48% across the full period (SaaS at ~$59 vs. global ~$40), widening to +52% when focusing on the 2025 calendar year.
Put simply, 2025 SaaS CPL trends worldwide were higher and more volatile than the all‑industry baseline: above market for most of the year, with sharper peaks and deeper month-to-month shifts.
Understanding Facebook Ads cost-per-lead benchmarks for SaaS & Cloud Platforms across all countries highlights a year of elevated CPLs and pronounced volatility versus the global baseline. These CPL trends provide a clear view of industry ad performance, helping teams contextualize country-specific ad costs and compare SaaS outcomes to broader market patterns worldwide.
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 SaaS & Cloud Platforms industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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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.
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.
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.
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.
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.
If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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