Facebook Ads Cost Per Lead Benchmarks for SaaS & Cloud Platforms in Brazil

Key takeaways

• Overall, Brazil’s SaaS & Cloud Platforms cost-per-lead (CPL) averaged 35.27, about 6% below the global baseline average of 37.44—yet with far higher volatility.
• Seasonality is pronounced: CPL built through November–December, spiked in February, and then collapsed to exceptionally low levels in July–August.
• Median CPL was 28.08 vs a global median of 38.59, signaling typical months in Brazil sat below the global trend.
• From October 2024 to August 2025, CPL in Brazil fell 52%, while the global baseline rose 19%.
• Extremes were wider than the market: the local peak (73.89 in February) was ~78% higher than the global high, and the trough (2.66 in July) was far below any global month in the same period.

About this analysis

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

Selected trend overview (Brazil, SaaS & Cloud Platforms)

• Average and median: The period average CPL was 35.27; the median was 28.08.
• Highs and lows: Highest CPL was 73.89 in February 2025; lowest was 2.66 in July 2025. The overall range was wide at 71.23.
• Trend and change: From October 2024 (15.54) to August 2025 (7.41), CPL declined 52%.
• Volatility: Average month-to-month absolute change was about 101%, indicating very large fluctuations.
• Seasonality: A clear Q4 build (15.54 in October → 44.60 in November → 61.81 in December), a sharp surge in February (73.89), elevated levels again in May (66.17), and a deep mid-year trough in July–August (2.66 and 7.41).

Comparison with the global baseline

• Baseline levels: The global baseline averaged 37.44 with a median of 38.59 from October 2024 to August 2025. The highest month was November 2024 (41.58) and the lowest was October 2024 (31.12).
• Relative positioning: Brazil’s CPL averaged ~5.8% below the market. It was above the baseline in 5 of 11 months (notably November, December, February, May, and June) and below in 6 months, dipping sharply below market in July–August.
• Volatility contrast: The baseline showed modest variability (about 10% average month-to-month absolute change) vs Brazil’s 101%, underscoring much more erratic local costs.
• Seasonal alignment: Both series show Q4 pressure (baseline peaked in November). Brazil amplified this pattern (November–December lift, strongest spike in February), then diverged with a dramatic mid-year drop not mirrored globally.

Monthly highlights and notable shifts

• Q4 build: October 2024 at 15.54 rose to 44.60 in November and 61.81 in December (above market in both November and December).
• New-year reset and spike: January eased to 27.09, followed by the period high in February at 73.89.
• Spring firmness: March–June fluctuated but stayed relatively elevated vs October (21.27 → 28.08 → 66.17 → 39.45).
• Mid-year trough: July hit the period low at 2.66, with a partial rebound in August to 7.41—both far below the global baseline.

Understanding cost-per-lead benchmarks on Facebook Ads in industry SaaS & Cloud Platforms and Brazil helps advertisers make more efficient budget and creative choices.