Facebook Ads Cost Per Lead Benchmarks in Sweden

Introduction

Across all industries in Sweden, Facebook Ads cost-per-lead (CPL) traced a dramatic arc over the past thirteen months: contained and roughly in line with expectations early in the year, then a sudden midsummer surge that pushed CPLs to exceptional highs before a sharp reset into Q4. Compared to the global benchmark, Sweden’s market was markedly more volatile, with a wide spread between the calm start and the late-summer peak.

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 at 25.21 in December 2024, Sweden’s CPL ended December 2025 at 43.62—up 73% from the starting point, but the trajectory in between was anything but linear. The period average landed at about 216 per lead, versus roughly 40 globally—around 5.4x higher on average. The low was that opening 25.21 print, while the high arrived in September 2025 at 789.17, a 31x swing peak-to-trough.

Key movements punctuated the year. After a firm January (63.69), CPLs stepped up in April–May (74.75 then 144.07) and remained elevated into June (91.99). The inflection came in Q3: July vaulted to 642.79, August edged higher to 657.15, and September peaked at 789.17. A swift normalization followed—October fell to 144.67, November to 38.41 (the 2025 low), and December closed at 43.62.

Volatility was the defining feature. Sweden’s average absolute month-to-month change was roughly 139 points, versus about 3.9 globally—illustrating sharper swings than the global benchmark. The biggest jumps and reversals came around the Q3 spike: June to July added about +551 points, while September to October dropped roughly −645.

Seasonal and monthly dynamics

Seasonally, Sweden’s CPLs were steady-to-firm through Q1, then shifted higher in Q2 with a notable May step-up. Q3 marked the clear outlier with three consecutive months at 640–790, before a reversion back toward pre-summer levels in Q4. November briefly undercut the global median, and December held in the low 40s.

Globally, CPLs followed a more familiar rhythm: modest levels in Q1, a gradual climb into early fall (peaking around September–October near 48), then easing into December (about 33). Against that steady global cadence, Sweden’s Q3 surge reads as a discrete spike rather than a seasonal bump.

Sweden vs. Global

Sweden ran above market most months, with two exceptions: December 2024 was about 35% below global, and November 2025 was 16% below. The narrowest positive gaps occurred in February (+18%) and December 2025 (+34%). The widest gaps arrived in Q3, when Sweden’s CPL averaged about 696 versus 44 globally—roughly 16x higher. Month by month, the multiples reached about 16x in July, 15x in August, and 16x in September. Even outside the spike, Sweden’s pre-summer average near 70 and Q4 average around 76 remained roughly 2x the global benchmark.

The contrast in stability is equally clear: a global range of 33–48 versus Sweden’s 25–789. In other words, Sweden’s country-specific ad costs for lead generation were not just higher on average; they were far more variable than global Facebook Ads benchmarks for industry ad performance.

Closing

Understanding Facebook Ads cost-per-lead benchmarks for all industries in Sweden highlights a year defined by a pronounced Q3 surge, elevated averages, and outsized volatility compared to the global trend—useful context for interpreting CPL trends and comparing country-specific ad costs to worldwide patterns.