See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all industries in Sweden, Cost Per Lead (CPL) moved well above global Facebook Ads benchmarks and did so with dramatic swings. The year opened soft, surged repeatedly in spring and late summer, and settled into elevated—but far from peak—levels by early Q4. The standout story is volatility: Sweden’s CPL jumped from a December low of 27 to an August peak of 1,501, with large month-to-month reversals that contrast sharply with the steady global baseline.
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.
Sweden’s CPL began at 68 in November 2024 and closed at 230 in October 2025, a +236% rise across the period. The median-by-month series averaged 325, ranging from a low of 27 in December to a high of 1,501 in August. The most dramatic lifts came in April (624, up roughly +951% from March’s 59) and again in August (1,501, up about +1,084% from July’s 127). Pullbacks were just as sharp: September fell -59% from August to 610, and October slid another -62% to 230.
Sweden’s monthly swings averaged an absolute 422 points, underscoring a highly volatile CPL environment. Even excluding the late-summer and September extremes, the period average still sits near 163—around four times the global level—showing that elevated costs were not solely the product of outliers.
The end of 2024 was comparatively soft for Sweden (68 in November, 27 in December), followed by a new-year lift (64 in January) and a sharp step-up in February (208). March briefly cooled (59) before an April spike (624). After a missing May datapoint, early summer eased (55 in June), then built into July (127) and surged in August (1,501). CPL retreated in September (610) and moderated further into October (230), remaining well above early-period levels.
Globally, the rhythm was steadier and more seasonal. The worldwide CPL averaged 41, troughing in March (33) and rising gradually through late Q3 (peaking at 48 in September) before a mild October dip (45). This pattern reflects typical Q3 firmness with modest Q4 softening, without the outsized spikes seen in Sweden.
Compared with the global benchmark (average 41), Sweden averaged roughly 8× higher CPL (325). The gap was narrow or even favorable only in December, when Sweden’s CPL was 32% below global. In other months, Sweden ran above market: +65% in November, +78% in January and March, +416% in February, +1,525% in April, +34% in June, +199% in July, +3,249% in August, +1,162% in September, and +410% in October. The trend lines diverged too: the global series rose gradually (+9% from November to October) while Sweden’s path climbed +236% with far sharper spikes. Volatility was the defining contrast—average monthly swings of about 422 in Sweden versus roughly 3.2 globally.
Understanding Facebook Ads benchmarks for Cost Per Lead across all industries in Sweden highlights a market with elevated, highly variable country-specific ad costs that diverge from steadier global patterns. This CPL analysis provides a clear view of industry ad performance in Sweden relative to the worldwide baseline.
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 Sweden, 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 (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
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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