Facebook Ads Cost Per Lead Benchmarks in Sweden

Introduction

Across all industries in Sweden, cost per lead (CPL) traced one of the choppier paths in our Facebook Ads benchmarks, diverging sharply from the steadier global pattern. The year opened at a moderate level, surged dramatically through Q3, and then cooled into year‑end—an arc that contrasts with the global baseline’s gradual lift into Q4. 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

Sweden’s CPL began at 63.69 in January and closed at 27.50 in December, a 57% decline across the year—but that smooth headline masks a whiplash mid-year. The average for 2025 landed at 228, over five times the global average of 41.5. The monthly median across the year in Sweden was 83 (still 2x the global median of ~41), underscoring how July–September spikes skew the mean.

Highs and lows were extreme. Sweden’s CPL hit a yearly low in December (27.50) and a towering peak in September (743.69). The run-up was abrupt: June to July jumped by +551 points, followed by further lifts in August (+23) and September (+78). The fall was just as sharp: September to October plunged −599, with further compression into November (42.71) and December (27.50). Average absolute month‑to‑month volatility in Sweden was 140 points—over forty times the global benchmark’s 3.1 points—signaling unusually intense swings.

Seasonal and monthly dynamics

The first half looked contained: Q1 averaged 51, Q2 rose to 104, a measured escalation consistent with broader industry ad performance. Q3, however, broke the pattern—averaging 684, roughly 12x Q1—before resetting in Q4 to an average of 72. The typical global cadence showed incremental pressure into late Q3 and Q4 (global Q1 at 36, Q2 at 39, Q3 at 44, Q4 at 46), reflecting familiar year‑end competition. Sweden instead spiked early in H2 and then cooled into the holidays, an inversion of common country‑specific ad costs seen elsewhere.

Country vs. Global

Sweden ran above market for most of the year, then swung below by year‑end:

• Average gap: Sweden’s CPL was 5.5x the global average.
• Peak divergence: September was ~15x above global (744 vs. 48).
• Narrowest gap: November ran 12% below global (43 vs. 48); December finished 35% below (27.5 vs. 42.2).
• Trend comparison: the global line climbed steadily (+28% from Q1 to Q4), while Sweden’s profile was far more volatile—spiking in Q3 and then dropping 96% from the September peak to December.

These contrasts situate Sweden’s CPL within broader Facebook Ads benchmarks and complement adjacent lenses like CPC trends, CPM analysis, and CTR performance, all useful for reading country‑level dynamics across all industries.

Closing

Understanding Facebook Ads cost‑per‑lead benchmarks for all industries in Sweden—set against the global baseline—highlights an outsized Q3 surge and a pronounced Q4 cooldown. This country‑specific view of CPL helps contextualize industry ad performance and compare Sweden’s trajectory to global patterns.