See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
The main story: cost per lead (CPL) in Singapore for all industries ran close to the global Facebook Ads benchmark in 2025, but with sharper swings and one dramatic trough. January opened at a premium and September matched the global high-water mark, while October–November softened before a December rebound. The standout feature is February’s anomaly, a brief collapse that depresses the annual average yet doesn’t reflect the rest of the year’s rhythm.
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 all industries in Singapore compared to the global benchmark.
Across 2025, Singapore’s CPL averaged 40.54, ranging from a high of 55.85 in January to a sudden low of 3.11 in February. Excluding February’s trough, the year averaged 43.94. The market started elevated (55.85 in January), reset sharply in February (3.11), then normalized into the low-to-mid 40s through spring and summer. Mid-year peaks clustered around June (47.03) and September (48.35), before easing in October (39.72) and November (40.05) and lifting to 46.22 in December. From January to December, CPL ended 17% lower, but from March’s “steady state” (38.49) to September’s peak (48.35) the market rose 26%.
Volatility tells a two-part story. Including the February shock, average month-to-month movement was 11.55 points. Excluding February’s dislocation, the typical monthly swing was 4.33 points—still more active than the global pattern. The smallest m/m change came in July–August (+0.05), while the largest swings bookended the anomaly (−52.73 in February, +35.37 in March).
Seasonally, Q1 was turbulent: an elevated January, a February trough, and a March recovery. Q2 settled into a firmer range (43–47), reflecting steadier country-specific ad costs. Q3 held that posture, with September reaching the second-highest level of the year (48.35). In Q4, Singapore diverged from typical global CPM/CTR pressure: CPL eased in October–November before rebounding into December. The rhythm reads as lift through mid-year, a short autumn dip, and a year-end rebound.
Relative to the global Facebook Ads benchmarks, Singapore oscillated between above-market and below-market positions:
On averages, Singapore’s 2025 CPL (40.54) sat about 2% below the global mean (41.53) because of the February dip; excluding that month, Singapore ran roughly 6% higher than the global benchmark. Trend-wise, the global line climbed steadily into an October–November peak before easing in December, while Singapore’s trajectory was choppier—front-loaded in January, disrupted in February, rebuilding through September, then softening and rebounding to close the year.
Understanding Facebook Ads cost-per-lead benchmarks for all industries in Singapore highlights how CPL trends in this market compare with global CPC trends, CPM analysis, and CTR performance. These country-specific ad costs show a market that often runs slightly above global levels, with higher mid-year intensity and a distinct Q4 pattern. This benchmark view helps anchor industry ad performance expectations for Singapore against worldwide patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Singapore, 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.
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.
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Late January (Chinese New Year), October–December (Deepavali, National Day promotions, Christmas), Mid-year retail events
CPM and CPC might rise during Chinese New Year and Deepavali for gifting, food, and apparel categories. Good Friday, Hari Raya, and Vesak Day long weekends could shift consumer behavior and spike media consumption. National Day promotions might elevate ad costs in entertainment and tourism. Singapore's small, affluent market means events can have noticeable retail impact.
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.
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Cost per lead across different markets
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