Facebook Ads Cost Per Lead Benchmarks in Spain

Introduction

Spain’s all-industry Facebook Ads cost-per-lead (CPL) in 2025 moved on a steeper rollercoaster than the global market. While the global benchmark traced a steady climb into Q3 and plateaued in Q4, Spain swung between deep troughs and sharp spikes, ultimately finishing the year well above both its January level and the global average. Volatility clustered around late spring and Q4, with standout highs in October and December and unusually soft pockets in February and May.

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

Spain’s median CPL started at $38.33 in January and ended at $69.41 in December—an 81% lift across the year. The annual average landed at $44.96, roughly 8% higher than the global 2025 average of $41.53. The year’s low came in February at $21.03, with a second soft spot in May ($23.23). The top of the range arrived in December ($69.41), closely followed by October ($66.24). In all, the range spanned $48.38, signaling a wide spread for country-specific ad costs.

Monthly movements were pronounced. Spain’s CPL fell 45% from January to February, then rebounded 85% in March. A sharp May reset (−46% vs. April) was followed by the year’s largest surge in June (+156% vs. May). Q3 mixed the trend—July dipped, August rose, September eased—before Q4 reignited costs: October jumped 42% from September, November cooled, and December climbed another 59%. On average, Spain’s month-to-month absolute swing measured $19.28, far more volatile than the global benchmark’s $3.13.

Seasonal and monthly dynamics

Seasonality showed through, but with a Spanish accent. Q1 was relatively soft (Q1 average $32.72), led by February’s trough, before a spring rebound. Q2 was uneven—April firmed, May sank, and June spiked—resulting in a quarter average of $41.97. Q3 held higher ground (avg. $45.35) with a notable August lift and a modest September pullback. Q4 was decisively elevated: Spain averaged $59.80, with October and December delivering the year’s most expensive leads. Globally, CPL typically rises through late Q3 and Q4; Spain mirrored that rhythm but with larger amplitude and a decisive December peak. Global CPL eased into late Q4 and dropped materially in January 2026 ($34.46), highlighting a common post-holiday reset that Spain’s December highs did not preview.

Spain vs. Global

Spain toggled above and below market levels through the year, finishing meaningfully higher. It outpaced the global benchmark in seven of twelve months (notably June, August, October, and December) and trailed in five (February, May, July, September, November). The average gap was +8% above global, but the spread varied widely: Spain underperformed most in February (−48% vs. global) and May (−41%), and overperformed most in December (+64%) and October (+36%). The narrowest gap came in September (−3%). While the global trend climbed roughly +20% from January to December, Spain’s path was choppier and ended much higher.

Closing

Facebook Ads benchmarks for cost-per-lead show that all industries in Spain experienced higher averages and far greater volatility than the global market, with deep mid-year dips and powerful Q4 surges. Understanding CPL performance and country-specific ad costs for all industries in Spain helps marketers frame industry ad performance against global patterns and track Facebook Ads CPL trends with a clear benchmark context.