Facebook Ads Cost Per Lead Benchmarks in Spain

Introduction

Spain’s cost-per-lead picture across all industries moved to a different rhythm than the global market: higher on average, but defined by sharp swings rather than a smooth climb. The period opened near the global mark, surged dramatically in December, collapsed through late spring, then spiked again mid‑summer before finishing Q4 at subdued levels. The standout months—December, June, and August—drove most of the variance, while February, April–May, and early Q4 marked unusually low-cost troughs.

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 Spain compared to the global benchmark.

The story in the data

• Starting point to finish: Spain’s median CPL moved from 35.90 in November 2024 to 16.21 in October 2025, a 55% decline across the window despite multiple mid‑year spikes.
• Average, highs, and lows: Spain averaged 50.37, versus a global average of 40.76. The high was 149.17 in June; the low was 2.09 in February—a range of 147 points, nearly 3x the Spanish average and about 10x the global range.
• Key movements:
• November to December: a jump from 35.90 to 122.56 (+86.7).
• January to February: a plunge to 2.09 (−42.8).
• April–May: further softness around 9.22 and 7.08.
• June surge: 149.17 (+142.1 from May), the period’s peak.
• August echo: 132.89 after a moderate July.
• September–October: a return to low teens (13.09 and 16.21).

Volatility was the defining feature. Spain’s month-to-month absolute swing averaged 68.3 points; the global benchmark moved by just 3.1 on average, underscoring a far more erratic local CPL profile.

Seasonal and monthly dynamics

Seasonality surfaced but with amplified amplitudes. Q4 2024 showed a classic year-end surge: December’s CPL hit 122.56, consistent with holiday competition seen in Facebook Ads benchmarks. Early Q1 2025 was uneven—January was elevated (44.93) before February cratered to 2.09, then March stabilized at 37.31. Late spring (April–May) remained soft with single‑digit CPLs. Q2 ended with an outsized June spike (149.17), and Q3 repeated the oscillation: a moderate July, a pronounced August spike, then a September slide into low teens. October continued that softer trend, a common pattern as markets reset before late‑year demand.

Spain vs. Global

Across all industries, Spain’s CPL averaged 24% above the global benchmark (50.37 vs. 40.76). The global series rose steadily (+9% from November to October), peaking in September (47.62) before easing slightly to 45.08—comparatively orderly moves. Spain was above market in 5 of 12 months—January, March, and especially December, June, and August—yet it ran notably below in the remaining seven months, including deep troughs in February (−95% vs. global), May (−83%), and September (−72%). At its narrowest gap, Spain sat roughly 12% above global in March; at its widest, it was 264% above in June and 95% below in February. In short: Spain’s CPL was not just higher on average—it was markedly more volatile.

Closing

Understanding Facebook Ads cost-per-lead benchmarks for all industries in Spain reveals a market with elevated averages and outsized swings, contrasting with steadier global CPL trends. This country-specific ad costs view complements CPC trends, CPM analysis, and CTR performance, grounding industry ad performance comparisons between Spain and the global benchmark.