See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
SaaS & Cloud Platforms saw a sharp cost escalation in global lead generation through 2025, diverging notably from the broader market. After a soft end to 2024, median cost per lead (CPL) lifted steadily from spring and surged in Q3, peaking in September and holding elevated into October before easing in November. Compared to the global benchmark across all industries, SaaS CPLs started below market and finished far above it, with markedly higher volatility and bigger month-to-month swings.
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.
Across the 13-month window (Nov 2024–Nov 2025), SaaS & Cloud Platforms’ median CPL averaged $50.6, ranging from a low of $24.67 in December 2024 to a peak of $75.72 in September 2025. The period opened at $27.65 (Nov 2024) and closed at $59.56 (Nov 2025), a +115% rise year over year.
Momentum was choppy early, with a dip into December (−$3.0) and a January rebound to $36.39. March slipped to $29.00 before a decisive spring lift: April jumped by +$21.78 month over month to $50.78, and May held higher at $54.24. Summer intensified: July leapt to $72.24, August consolidated at $61.46, and September set the high at $75.72, with October nearly matching it at $75.17. The sharpest pullback came in October to November (−$15.60), though November still landed well above the yearly average.
Volatility ran hot. Average absolute month-to-month movement was $9.6 for SaaS, more than double the global benchmark’s $4.23, underscoring a more turbulent CPL environment for this industry.
The pattern tracked a classic mid-year rise with pronounced Q3 intensity. Q1 was uneven (Jan–Mar average: $34.66), Q2 reset materially higher (Apr–Jun average: $52.39), and Q3 escalated further (Jul–Sep average: $69.81). Q4 split: October maintained peak-level costs, while November cooled to $59.56—still elevated relative to earlier months. In contrast, the global benchmark across all industries followed a gentler arc, rising gradually from spring into September before a steep November drop.
Relative to the global benchmark (average $39.8), SaaS & Cloud Platforms CPLs averaged 27% higher across the period. The market under-ran global levels in late 2024 (−33% to −38% in November–December) and hovered near parity in Q1 2025 (−5% on average). From Q2 onward, SaaS moved decisively above market: +31% in Q2, +57% in Q3, and +83% in Q4 (Oct–Nov). At its narrowest gap, January sat just 2% above the benchmark; the widest divergence arrived in November 2025 at +109% versus global. While the global trend eased into year-end (−31% from Nov ’24 to Nov ’25), SaaS surged (+115%), and did so with more pronounced swings.
For Facebook Ads benchmarks, the cost-per-lead trend reveals that SaaS & Cloud Platforms across all countries experienced a mid-year surge, higher volatility, and sustained premiums versus the global market. While CPC trends, CPM analysis, and CTR performance often frame industry ad performance, this view isolates CPL as a clear signal of country-specific ad costs aggregated globally. Understanding cost-per-lead benchmarks for SaaS & Cloud Platforms in all countries helps quantify how this industry’s lead costs evolved relative to the global benchmark.
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:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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