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
Singapore’s cost-per-lead (CPL) story over the past year reads as a surge, a collapse, and then a steady normalization. All industries in Singapore entered late 2024 with elevated CPLs, spiking sharply in December before plunging to the year’s low in February 2025. From there, CPLs rebounded in bursts and gradually settled closer to the global benchmark by year-end. Across the full period, Singapore ran cheaper on average than the worldwide median, but with far sharper 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 all industries in Singapore compared to the global benchmark.
Singapore started at 54.81 in November 2024 and finished at 28.18 in November 2025 — a 49% decline over the period. The year’s high arrived early at 73.05 in December 2024, while the low hit just two months later at 3.11 in February 2025. The average CPL for the period landed at 30.3, with a very wide range of 3.1 to 73.0.
Volatility defined the year: average month-to-month movement in Singapore was 18.8 points, over four times the global benchmark’s 4.2 points. The sharpest drop came in January to February (−52.7), followed by a rapid rebound from May to June (+24.8). Secondary peaks formed at 31.91 in June and 42.91 in September, before easing to 32.03 in October and 28.18 in November.
For context, the global benchmark averaged 39.8 for the same months, moving within a much tighter band (28.6 to 47.6). Globally, CPLs slid 31% from November 2024 (41.51) to November 2025 (28.58), a smoother descent than Singapore’s choppy path.
Seasonality shows clearly. Q4 2024 was expensive in Singapore, with November and December averaging 63.9, aligning with year-end competition commonly seen in Facebook Ads benchmarks. Q1 2025 then reset hard: January stayed high (55.85) before February marked the trough (3.11) and March stabilized (21.73). Q2 remained subdued (average 18.6), Q3 climbed unevenly from a July dip (4.89) to a September high (42.91), and Q4 2025 settled near 30, suggesting a return to more typical, mid-range country-specific ad costs.
Relative to the global benchmark, Singapore alternated from above market to notably below. From November 2024 through January 2025, Singapore CPLs were 32% to 84% higher than global levels. From February onward, they flipped below global almost every month, often by large margins: −92% in February, −83% in May, −88% in July. The gap narrowed meaningfully in late 2025, with September just 10% below global and November nearly at parity (1% lower). On average, Singapore’s CPL sat about 24% below the global benchmark for the full period, but with much greater volatility.
Overall, the global trend rose steadily into September (+16% from January to September) before easing into November, while Singapore traced a more jagged line — falling sharply in Q1, rebounding midyear, and finishing close to global levels.
Understanding Facebook Ads benchmarks for cost per lead across all industries in Singapore highlights a year marked by high Q4 costs, a dramatic Q1 reset, and a late-year convergence with the global baseline. While CPC trends and CPM analysis offer complementary views of industry ad performance, this CPL-focused readout helps contextualize country-specific ad costs in Singapore relative to global 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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