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
All-industry Facebook Ads Cost Per Lead (CPL) in the United Arab Emirates ran on a split track this year: mostly inexpensive through early spring, then a dramatic mid-year surge that pushed local costs above the market before a sharp reset into November. Despite spending the majority of months below the global benchmark, outsized spikes in August–October lifted the UAE’s average CPL above worldwide levels. 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 the United Arab Emirates compared to the global benchmark.
The UAE’s CPL for all industries was subdued through Q4 2024 and early Q1, with a gentle lift into February before a March dip. From May through October the market entered a high-cost regime, punctuated by a late-Q3 peak in August and another crest in October. November reversed the elevated Q3–Q4 pattern, snapping back to one of the lowest monthly CPLs in the series. The global pattern was steadier: mid-30s in Q1, a gradual rise into late Q3 (peaking at 47.62 in September), softening in October, and a pronounced drop to 28.58 in November.
On average, the UAE’s CPL ran about 14% above the global benchmark (45.6 vs. 39.8), but that headline masks two very different phases. From November–April, the UAE averaged just 22.7, consistently below global levels (−16% to −73%). The gap flipped mid-year: May–October averaged 74.0, with the UAE above market in five of six months. At its narrowest gap, June sat just 15% above global (47.15 vs. 40.96). At the widest, August was 188% above (127.23 vs. 44.14). The deepest underperformance came in November 2024, 73% below the global benchmark. Year over year, the UAE in November rose +12% (12.51 vs. 11.14), while the global benchmark fell −31% (28.58 vs. 41.51), underscoring divergent late-year dynamics.
Closing this view: Facebook Ads Cost Per Lead benchmarks for all industries in the United Arab Emirates show a two-speed year—low-cost early months, then high-cost spikes in Q3–Q4—creating higher-than-global averages and markedly higher volatility. These CPL trends help frame country-specific ad costs and industry ad performance against the steadier global pattern.
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 United Arab Emirates, 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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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.
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Ramadan + Eid (Mar–Apr), End of November–December (UAE National Day, Christmas, New Year), Dubai Shopping Festival (mid-Dec through Jan)
CPMs may rise sharply during Ramadan and Eid, especially in e‑commerce, gifting, F&B, and beauty sectors. UAE National Day campaigns could lead to high local bidding activity in travel, banking, and luxury retail. Dubai Shopping Festival drives elevated CPMs from mid-December to mid-January. Islamic holidays shift each year, affecting year-over-year comparisons.
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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