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Facebook Ads Cost Per Lead Benchmarks for Software Development in Brazil

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Cost Per Lead for Software Development in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

COST_PER_LEAD benchmarks: Software Development in Brazil vs global

This analysis looks at cost-per-lead (CPL) trends for industry Software Development and target country Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Overall level: The Brazil series averages 52.51, about 40% above the global baseline average of 37.44 for the same months. However, the median month in Brazil is 14.93 (vs global median 38.59), and Brazil is below the baseline in 7 of 11 months—indicating one extreme outlier lifts the average.
  • Volatility: Brazil shows very high month-to-month volatility (median absolute MoM change ≈ 92.7%; mean ≈ 418% due to one spike) versus a much steadier global baseline (median ≈ 7.0%; mean ≈ 10.2%).
  • Seasonality: The global baseline shows the familiar Q4 uplift (higher in Nov–Dec). Brazil shows an extreme December spike, then resets much lower through Q1–Q3, with a trough in July.
  • Trend direction: From the first month (Oct 2024) to the last (Aug 2025), Brazil’s CPL falls 46%, while the global baseline rises 19%.

Brazil (selected_data) overview

  • Period covered: Oct 2024–Aug 2025 (11 months).
  • Average: 52.51; Median: 14.93.
  • High/low: Peak at 347.22 in Dec 2024; low at 2.66 in Jul 2025. Range is wide (344.56).
  • Notable movements:
  • Nov vs Oct: −25%.
  • Dec vs Nov: +3,280% surge (the key outlier).
  • Jan vs Dec: −92%; Feb vs Jan: −77%.
  • Apr–May elevated (52.84–56.48).
  • Jul collapse (−93% vs Jun) with partial rebound in Aug (+178% vs Jul).
  • First-to-last change: −46% (13.78 in Oct 2024 to 7.41 in Aug 2025).
  • Seasonality: Q4 average is 123.76 (skewed by December). Excluding December, the January–August average is 25.79, far lower than the headline average.

Global baseline comparison (same months)

  • Average: 37.44 (Brazil is +40% on average, lifted by December).
  • Median: 38.59 (Brazil’s median is 61% lower, pointing to typically cheaper months in Brazil outside of the spike).
  • High/low: 41.58 (Nov 2024) and 31.12 (Oct 2024).
  • Stability: Median absolute MoM change ≈ 7.0%, with modest Q4 uplift (Nov–Dec above Oct).
  • Above/below baseline: Brazil is below market in 7 of 11 months; above market in Dec, Apr, May, and marginally in Jun.
  • Direction: +19% from Oct 2024 to Aug 2025 (31.12 to 37.03), consistent with gradual, seasonal variation.

What the patterns suggest for marketers

  • The global benchmark reflects typical Facebook Ads seasonality: costs tend to rise in Q4 around holiday periods.
  • Brazil’s Software Development CPL shows an atypical December spike followed by a return to much lower levels. Most months sit below the global benchmark, but single-month outliers can skew averages.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Software Development and Brazil helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting Brazil, 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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