Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks in South Africa

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, this analysis looks at cost-per-lead trends for industry All industries available in South Africa compared to the global trend.
  • Across the observed period (Nov 2024–Jul 2025), South Africa’s median cost-per-lead (CPL) averages 77.62, which is about 103% above the global baseline average of 38.19. However, this average is skewed by two extreme spikes (January and June).
  • Typical South Africa months (Mar–May and Jul) sit around 3–4 per lead—roughly 90% below the global median—indicating generally lower CPLs outside outlier events.
  • Volatility is very high in South Africa, with month-to-month swings ranging from -99% to +14,000%. The global baseline remains stable within a 32.84–41.58 band.
  • Seasonality: the global trend peaks in Q4 (Nov) and stays relatively steady, while South Africa shows lows in Q4 and sharp spikes in January and June, diverging from typical seasonal patterns.

South Africa overview (selected data)

  • Period covered: Nov 2024–Jul 2025 (9 months).
  • Average: 77.62; median of the period: 4.33 (Mar 2025).
  • High/low: High at 340.77 (Jun 2025); low at 0.91 (Nov 2024). Range: 339.86.
  • First-to-last change: from 0.91 (Nov 2024) to 3.75 (Jul 2025), a +313% increase.
  • Notable spikes and dips:
  • Spike: Jan 2025 at 238.04 (+>25,000% vs Dec 2024).
  • Spike: Jun 2025 at 340.77 (+>14,000% vs May 2025).
  • Lows: Nov–Dec 2024 at 0.91–0.94; Mar–May 2025 at 2.35–4.33; Jul 2025 at 3.75.
  • Volatility: Extremely high. MoM swings include -56.5% (Jan→Feb), -95.8% (Feb→Mar), and -98.9% (Jun→Jul). Typical months cluster near 3–4 per lead despite these outliers.

Global baseline comparison

  • Overlapping months (Nov 2024–Jul 2025):
  • Average: 38.19; median: 38.67; high: 41.58 (Nov 2024); low: 32.84 (Mar 2025). Range: 8.74.
  • First-to-last change: 41.58 (Nov 2024) to 38.67 (Jul 2025), a -7% decline.
  • Relative positioning:
  • On an average basis, South Africa appears above market (+103%) because of outlier months (Jan, Jun).
  • In typical months (Mar–May, Jul), South Africa’s average CPL is about 3.60 vs the global 37.43—roughly 90% below market, indicating generally lower costs when outliers are excluded.
  • Seasonality signals:
  • Global: Q4 is elevated, consistent with holiday demand, and remains relatively stable thereafter.
  • South Africa: Q4 is low, with sharp, non-seasonal spikes in Jan and Jun, suggesting episodic cost surges rather than steady seasonal pressure.

What this means for benchmarking

Overall, South Africa shows very low CPLs in most months but with rare, extreme spikes that pull the average above the global benchmark. The median (4.33) is far below the global median (38.67), while the volatility and range in South Africa are substantially higher than the stable global pattern.

Understanding cost-per-lead benchmarks on Facebook Ads in industry All industries available and South Africa 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting South Africa, 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.

Optimize Smarter with Superads

Improve your Facebook ad performance

• Instant performance insights – See which ads, audiences, and creatives drive results.

• Data-driven creative decisions – Spot patterns to improve ROAS.

• Effortless reporting – No spreadsheets, just clear insights.

Get Started for free →

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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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.

Explore Facebook Ads Metrics

Discover detailed cost benchmarks for different Facebook advertising metrics:

CPC (Cost Per Click)

Average cost per click benchmarks across industries

CPM (Cost Per Mille)

Cost per thousand impressions across different markets

CTR (Click Through Rate)

Benchmark click-through rates for Facebook ads

Cost Per Lead

Cost per lead across different markets

Cost Per Purchase

Average cost per purchase benchmarks across industries

Cost Per App Install

See how much it costs to get users to install an app