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
The headline for Software Development lead generation is a tale of higher costs and sharper swings than the broader market. Across all countries, median Cost Per Lead (CPL) for Software Development averaged about $47.07 over the last 13 months, sitting roughly 18% above the global benchmark of $40.06. But the price of a software lead rarely stayed still: costs surged into mid-year, spiked dramatically in October, then reset hard in November before settling near market levels in December. 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 an unusually low $3.66 in December 2024 and closed at $30.99 in December 2025, below its own annual average and just 5% under the global December level ($32.53). The highest point was October 2025 at $193.74—about 4x the global benchmark that month—followed by the sharpest single-month drop to $10.01 in November. The annual low excluding the initial December 2024 outlier clustered in the low $20s during March–May.
Most months sat between $20 and $75, with notable peaks in June ($72.36) and July ($74.77) before an August reset ($20.51) and a September return toward parity ($45.82). Month-over-month volatility averaged $46.90, dwarfing the market’s $3.91 average swing. The largest jump came in October (+$147.92 from September), and the steepest decline followed immediately in November (−$183.73). For context, the global series moved more evenly, ranging from roughly $32 to $48, with highs in September–October and a mild December cooldown.
Seasonally, the Software Development category traced a recognizable yet amplified rhythm. Q1 and early Q2 were relatively soft: March and April hovered near $21, with May modestly higher at $24. Mid-year costs climbed, peaking in June–July, before a pronounced August cooldown. September steadied close to the market, then October saw an outsized surge—well beyond typical Q4 pressure—followed by an abrupt November low. December settled near parity, easing away from extremes.
By contrast, the global CPL trend showed a gradual build from the mid-$30s into a late Q3/early Q4 crest around $48, reflecting familiar Facebook Ads benchmarks where competition intensifies into fall, then moderate declines into November–December.
Relative to the market, Software Development CPL alternated between above-market spikes and below-average troughs. It outpaced the global benchmark in 5 of 13 months (notably January, February, June, July, and October) and trailed in the remaining months. The gap was widest in October (about +300% vs. global) and in November on the downside (roughly −78%). The narrowest gaps arrived in September (−5% vs. global) and December (−5%), when Software Development nearly matched the benchmark.
Trend-wise, the global series was steady and modestly declining from January to December (−7%), while Software Development fell more sharply over the same span (−29%), reflecting a choppier path defined by mid-year lift, a Q4 spike, and a quick reset. Overall, Software Development’s average CPL landed 17–18% higher than market, but with materially more volatility month-to-month.
Viewed through Facebook Ads benchmarks, this CPL analysis shows Software Development’s industry ad performance across all countries as costlier and more volatile than the market, with dramatic Q4 dynamics and periodic mid-year run-ups. Understanding Cost Per Lead trends for Software Development in all countries helps marketers read country-specific ad costs and compare industry CPL performance 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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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:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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