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
All industries in Singapore posted a notably lower cost per lead (CPL) than the global benchmark, but with far sharper swings month to month. The year opened with a high January, plunged to ultra-low levels in February, rebounded into late Q3, and settled into the mid‑20s by December. The global series, by contrast, climbed steadily into Q3 and softened into year‑end with far less volatility. 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.
Starting point to end point: Singapore’s median CPL came in at 73.05 in December 2024 and closed at 24.54 in December 2025, a 66% year‑over‑year drop. Within 2025, the market opened at 55.85 in January and ended at 24.54 in December (−56%).
Across 2025, Singapore’s CPL averaged 24.03, ranging from a low of 3.11 in February to a high of 55.85 in January. Other key troughs appeared in July (4.91) and May (6.99), while late‑year values stabilized between 22 and 28. Notable monthly movements included a −52.7 point slide from January to February, a +24.9 point lift from May to June, and a +27.5 point surge from August to September. Volatility averaged 19.4 points per month, far sharper than the global benchmark’s 3.9.
Globally, the 2025 average CPL was 40.19, with a high of 48.41 in October and a low of 32.53 in December. The global series showed a steadier climb into Q3 before easing into Q4.
Singapore’s rhythm was pronounced:
Globally, CPL typically lifted through Q3 as competition built, averaging 35.9 in Q1, 38.9 in Q2, and 43.7 in Q3, then softened in Q4 (42.2) with a December dip.
Relative to the global benchmark, Singapore’s CPL ran lower for most of the year. The 2025 average in Singapore (24.03) was about 40% below the global average (40.19). Month by month, Singapore was below market in 10 of 12 months—by 25–92%—with brief above‑market moments in January (+60% vs. global) and September (+4%). At its widest discount, Singapore trailed global CPLs by 92% in February; at its narrowest gap, it slightly led the market in September. While the global trend rose steadily (+22% from Q1 to Q3 averages) before easing, Singapore’s path was choppier and more volatile, yet it ended near its annual mean.
Facebook Ads benchmarks for cost per lead show that all industries in Singapore experienced lower average CPLs than the global benchmark, but with much larger month‑to‑month swings and sharp inflection points in February and September. Understanding cost per lead trends and country‑specific ad costs for all industries in Singapore helps marketers contextualize CPL performance against 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.
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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