Facebook Ads Cost Per Lead Benchmarks in Sweden

Introduction

Sweden’s all-industry Facebook Ads cost-per-lead (CPL) profile diverged sharply from the global benchmark over the past year, marked by dramatic mid-year spikes and a wide cost range. The story opens quietly—low costs in late 2024—then accelerates into a volatile 2025, peaking in August before easing but remaining elevated. Across the period, Sweden’s CPL averaged roughly 366, about nine times the global average of 41 for the same months, reflecting both structural elevation and outsized volatility.

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 Sweden compared to the global benchmark.

The story in the data

• Starting point to endpoint: Sweden’s CPL moved from 68.45 in November 2024 to 335.48 in October 2025—an increase of about 390%.
• Highs and lows: The year’s low landed in December at 26.97, while the highest point surged to 1,739.83 in August. The range between the low and high was a striking 1,713.
• Average and median: The average CPL in Sweden across the observed months was about 366; the median sat at 126.82—still roughly triple the global monthly average.
• Key movements:
• December dipped sharply (−61% from November), briefly undercutting global levels.
• February jumped to 208.20, then retreated in March before a major spike in April (624.22).
• After a quieter June (54.98), Q3 escalated rapidly: July 126.82, August 1,739.83, September 713.42.
• From the August peak, CPL compressed through October but remained high (335.48).

Volatility was pronounced. The typical month-over-month swing in Sweden was about 111% by median, versus roughly 8% globally. In raw terms, Sweden’s average absolute month-to-month change was around 459, compared with 3–4 for the global series.

Seasonal and monthly dynamics

Seasonally, Sweden’s pattern broke from the common narrative. Q4 2024—often costlier—was actually the softest stretch, with November and especially December presenting the lowest CPLs. Early 2025 turned choppy: a February surge, a March reset, and a spring peak in April. The most intense pressure arrived in Q3. The July–September average reached about 860, driven by the August spike and a still-elevated September. Post-peak, costs eased into October but stayed well above early-year norms. This rhythm points to a year of two halves: subdued costs in late 2024, then a pronounced cost regime from spring through fall.

Sweden vs. Global

Against the global benchmark, Sweden was consistently above market except in December:

• Averages: Sweden ~366 vs. global ~41, about 9x higher.
• Trajectory: The global trend rose modestly (+9% from November to October), while Sweden climbed sharply (+390%) with far greater turbulence.
• Month-by-month gap: The narrowest gap occurred in June (+34% vs. global). The widest appeared in August, when Sweden’s CPL was about 39x the global level (+3,842%). December was the only month below global (−32%).
• Q3 contrast: Sweden averaged ~860 in Q3 vs. the global ~45, underscoring a concentrated mid-year elevation in country-specific ad costs.

Even excluding the August outlier, Sweden’s average remained elevated (~228), more than five times the global average. Excluding the entire Q3 period, Sweden still averaged ~180—about 4–5x global—indicating that the market’s higher CPLs were not purely a single-month anomaly.

Closing

Facebook Ads benchmarks for cost per lead in all industries in Sweden show a market with structurally higher CPLs and extreme mid-year volatility compared to global patterns. This CPL analysis—set alongside broader CPC trends, CPM analysis, and CTR performance considerations—helps quantify country-specific ad costs and industry ad performance in Sweden relative to the global benchmark.