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
Cost per Lead for all industries in Spain moved through the year with pronounced swings and a dramatic year‑end surge, running higher and far more volatile than the global benchmark. Spain’s CPL averaged 46.7 over the 13‑month window, versus a 40.1 global median, and closed December 2025 at its peak. The pattern blended Q1 troughs with sharp mid‑year lifts and a striking Q4 spike.
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 series opens at 56.14 in December 2024, drops to 38.33 in January, then hits the yearly low in February at 21.03. From there, CPL rebounds to 38.80 in March and 43.21 in April, dips again in May (23.23), and then surges to 59.46 in June. After easing in July (35.58), it lifts to 53.68 in August and 46.80 in September. Q4 features a steep climb to 66.24 in October, a pullback to 43.93 in November, and a year‑end high of 80.30 in December.
Across the period, Spain’s median CPL averaged 46.7, with a low of 21.03 (February) and a high of 80.30 (December). The average month‑to‑month move was sizable at about 20 points, signaling sharp swings. By comparison, the global benchmark’s average monthly move was roughly 3.9 points. From January to December 2025, Spain’s CPL more than doubled (+109%), underscoring a strong upward finish.
Seasonality is visible but amplified. Q1 softened, with February marking the trough before a March–April rebound. May dipped back to near‑trough levels, then June spiked (+156% vs. May), a notable mid‑year lift. Summer oscillated—down in July, up in August—before a choppy but elevated Q4. October climbed, November cooled, and December spiked to the period’s high.
This rhythm differs from typical end‑of‑year price pressure observed in many Facebook Ads benchmarks. While competition often intensifies into Q4, Spain’s December leap was unusually pronounced, especially given the global pattern.
Spain ran above the global benchmark in 8 of 13 months and averaged a 16–17% premium across the period. The gap varied widely: Spain trailed most in February (−47% vs. global) and led most in December (+147%). The closest point came in September when Spain was just 3% below global.
The global series was steadier: it climbed from January (34.89) to an October high (48.41) before declining into December (32.53), its lowest month. In contrast, Spain’s path was choppier and ultimately elevated, with volatility more than five times the global average.
Understanding Facebook Ads benchmarks for Cost per Lead across all industries in Spain shows a market with higher country‑specific ad costs, greater month‑to‑month variability, and a decisive year‑end escalation versus the global trend. These CPL trends, viewed alongside broader CPM analysis and CTR performance within industry ad performance norms, provide a clear read on how Spain’s all‑industry lead generation costs diverged from the global benchmark over the year.
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 Spain, 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.
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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Late November–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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.
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