Facebook Ads Insights Tool

Facebook Ads Cost Per Lead Benchmarks for Textiles in South Africa

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead for Textiles in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-lead benchmarks: summary and key takeaways

This analysis looks at cost-per-lead (CPL) trends for industry Textiles and target country South Africa compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

  • The selected series runs consistently above market: average CPL 46.69 vs the global baseline’s 36.97 across the overlapping months (+26% above market).
  • Seasonal lift is evident into Q4 for both series; however, South Africa/Textiles continues edging up in January while the global baseline cools.
  • Volatility is moderate in the selected series and lower than the baseline (average month-to-month absolute change 3.39 vs 5.50; coefficient of variation 8.8% vs 12.6%).
  • Over the window observed, the selected series rose 21.1% from first to last month, versus a 14.2% rise in the baseline.

Selected time-series highlights (Textiles, South Africa)

Period covered: 2024-10 to 2025-01.

  • Average CPL: 46.69
  • High: 49.09 in 2025-01
  • Low: 40.53 in 2024-10
  • First-to-last percentage change: +21.1% (40.53 to 49.09)
  • Month-to-month shifts:
  • 2024-10 to 2024-11: +20.8%
  • 2024-11 to 2024-12: -1.6%
  • 2024-12 to 2025-01: +1.9%
  • Volatility:
  • Average absolute month-to-month change: 3.39
  • Coefficient of variation: 8.8%

Notable pattern: a strong jump into November consistent with Q4 demand, a mild December dip, then a slight January uptick that sets a new high.

Comparison with the global baseline

For a like-for-like view, the baseline is compared over the same months (2024-10 to 2025-01).

  • Baseline average CPL: 36.97
  • Baseline high/low: 41.58 (2024-11) / 31.12 (2024-10)
  • Baseline first-to-last percentage change: +14.2% (31.12 to 35.54)
  • Baseline month-to-month shifts:
  • 2024-10 to 2024-11: +33.6%
  • 2024-11 to 2024-12: -4.7%
  • 2024-12 to 2025-01: -10.3%
  • Relative positioning of selected vs baseline by month:
  • 2024-10: +30.2% above market
  • 2024-11: +17.8% above market
  • 2024-12: +21.5% above market
  • 2025-01: +38.2% above market
  • Volatility comparison:
  • Selected average absolute MoM change 3.39 vs baseline 5.50
  • Selected CV 8.8% vs baseline 12.6%

Interpretation: Textiles in South Africa is consistently above average CPL every month in the window, with steadier month-to-month movement than the global series.

Seasonal context

  • Both series show Q4 uplift, aligning with typical holiday-period pressure.
  • Divergence appears in January: the global baseline cools from December, while South Africa/Textiles edges higher to its period peak.
  • Outside the direct comparison window, the broader baseline fluctuates through 2025 largely in the mid-to-high 30s before a pronounced dip to 20.63 in 2025-09.

Understanding cost-per-lead benchmarks on Facebook Ads in industry Textiles and South Africa helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Textiles industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting South Africa, 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.