Facebook Ads Cost Per Lead Benchmarks in United Arab Emirates

Introduction

Across all industries in the United Arab Emirates, cost per lead (CPL) showed a year marked by dramatic swings and brief price surges, diverging sharply from steadier global Facebook Ads benchmarks. The UAE’s CPL averaged $48.21 over the period, around 20% above the global benchmark average of $40.06, yet most months actually sat below the global level—until a trio of spikes in May, August, and October lifted the yearly average. The story is less about a steady climb and more about sharp, episodic lifts and equally abrupt resets. 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 story in the data

CPL in the UAE started at a low $17.31 in December 2024 and ended near that level at $18.50 in December 2025, a modest +7% year-over-year lift. In between, the range was wide: a high of $142.63 in August contrasted with the December 2024 low, producing a $125 spread. The average for the period was $48.21.

Month by month, the rhythm was choppy:

• Early rise from $28.01 in January to $33.67 in February, then a dip to $18.32 in March and $27.52 in April.
• A sharp surge to $80.37 in May, easing to $50.42 in June and $31.33 in July.
• An extreme spike to $142.63 in August, cooling to $65.60 in September, then re-accelerating to $90.65 in October.
• A steep reset to $22.40 in November and $18.50 in December.

Volatility stood out: the average absolute month-to-month move in the UAE was roughly $35.69, compared with just $3.91 globally—about nine times more volatile.

Seasonal and monthly dynamics

The UAE’s CPL was softer through Q1 and early Q2, with the market largely below global levels. Late Q2 brought the first breakout (May), followed by a quieter June–July and an outsized peak in August. Q4 was mixed—an October lift followed by a return to bargain CPLs in November and December.

Globally, seasonality was more muted. The benchmark ranged from $32.53 to $48.41, with a mild climb into September–October—consistent with increased competition—followed by a pronounced December dip to $32.53.

Country vs. Global

Relative to the global benchmark, the UAE alternated between bargains and surges:

• Below market in December–April, July, November, and December (e.g., 55% below in December 2024; 51% below in November 2025).
• Above market during the spikes: 2.1x global in May, 3.3x in August, and 1.9x in October. September also cleared the benchmark by 36%.

Overall, the global trend declined 15% from December to December, while the UAE finished slightly higher (+7%) but with far greater amplitude. Over the year, the UAE’s CPL ranged from 55% below to 233% above global levels, with the gap narrowing briefly in February (about 15% below) before widening again.

Closing

Understanding Facebook Ads cost-per-lead benchmarks across all industries in the United Arab Emirates highlights a market with higher averages and far greater volatility than the global norm. For performance marketers tracking country-specific ad costs, this CPL analysis offers a clear view of how UAE industry ad performance compares to worldwide patterns.