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
Across all countries, Software Development lead costs did not follow the market playbook. Cost Per Lead (CPL) averaged $51.44 for the year—around a quarter higher than the global all‑industry benchmark—yet the story was defined by sharp swings: a mid‑year lift, an August reset, a dramatic October spike to $199.50, and an equally dramatic November trough at $10.39. The year ended below where it began, underscoring a choppy, momentum‑driven pattern rather than a steady climb.
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 Software Development in all countries compared to the global benchmark.
Software Development CPL opened at $43.37 in January and closed at $33.88 in December, a 22% decline across the year. The average landed at $51.44 with a median of roughly $38.6, signaling skew from outsized extremes. The low was November at $10.39; the high was October at $199.50. Between those bookends sat a distinctive rhythm: softening through March–May ($20–$24), a June–July surge ($72–$75), an August reset ($20.51), a September rebuild ($45.82), then October’s spike and November’s washout before December normalized near $34.
Volatility was the defining feature. Month‑to‑month absolute changes averaged nearly $48.8, far more turbulent than the global benchmark’s $3.13 average monthly move. In practical terms, CPL swung by roughly the cost of an average global lead almost every month, with the October jump (+$153.69 vs. September) and November drop (−$189.11 vs. October) standing out.
Seasonality appeared, but with sharper amplitudes than typical. Q1 was mixed: February pushed up to $50.37 before March fell to $20.62. Q2 averaged near the market, though June’s breakout to $72.36 broke the otherwise steady line. Q3 peaked in July ($74.77), then reset in August before stabilizing in September. Q4, a period when costs often elevate as competition intensifies, diverged: Software Development overshot dramatically in October and then retraced hard in November, ending the quarter with December back near the mid‑30s.
The baseline pattern was steadier: a gradual rise into late Q3 and October, a modest pullback in December, and no extreme spikes.
Compared to the global all‑industry benchmark, Software Development CPL averaged 24% higher ($51.44 vs. $41.53). The category outpaced the market in 5 of 12 months (January, February, June, July, October) and trailed in the rest. The gap narrowed to just 5% below market in September and widened to 309% above in October. November swung to the opposite extreme at 79% below the benchmark, highlighting the category’s amplitude.
Trend lines differed as well: the global benchmark rose steadily from January to December (+21%, $35.04 to $42.24), while Software Development ended lower over the same span (−22%). Global highs and lows were contained ($48.83 in October; $33.43 in March), contrasting with the wide Software Development range.
Understanding Facebook Ads benchmarks for Cost Per Lead in Software Development across all countries reveals a market that runs hotter and more variable than the global average—higher on average, punctuated by pronounced surges and resets. These CPL trends provide a clear reference point to evaluate industry ad performance and compare Software Development’s country‑agnostic lead costs 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. In the Software Development 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.
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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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