Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Across 13 months of data, Cost Per Lead (CPL) in Great Britain showed sharper swings and a lower average than the global benchmark. 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 Great Britain compared to the global benchmark.
CPL in Great Britain began at about £42.10 in July 2025 and finished at roughly £17.46 in July 2026 — a pronounced decline overall. The highest monthly CPL was £59.71 (Feb 2026) and the lowest was £17.46 (Jul 2026). Across the period the median CPL for Great Britain averaged ~£37.80; the global baseline averaged ~£44.10, meaning Great Britain trailed the benchmark by about 14% on average.
Month-to-month moves were dramatic: notable uplifts into late 2025 and early 2026 (December at £58.52, February at £59.71) gave way to a steep fall in March 2026 to £18.50 — a single-month drop of about 69%. Other swings included a nearly 49% rise into December 2025 and a ~30% decline into July 2026. These highs and lows frame a narrative of spikes followed by rapid retrenchment rather than a slow trend line.
Seasonality shows concentrated pressure in the holiday window: December and February were the strongest months for CPL, producing the year’s two peaks. The post-holiday rhythm was abrupt — March through July 2026 settled into a lower-cost regime (March £18.50 → July £17.46). That rhythm contrasts with some baseline behavior, where declines appear more distributed (e.g., a large baseline drop into July 2026 as well).
Overall, the Great Britain series reads as “spike and settle”: a Q4–early-Q1 surge, then a steep correction and a quieter late spring/early summer stretch. These monthly dynamics increased the month-to-month variability across the period.
Relative to the global baseline, Great Britain oscillated between being above and below market. In December 2025 Great Britain overshot the baseline by ~30% (£58.52 vs. £45.18) and again in February 2026 by ~12%. Elsewhere it trailed: in March 2026 GB was about 63% below the global CPL, and in several late-2025 months it ran 16–18% below baseline. Volatility underscores the gap: Great Britain’s average absolute monthly move was ~£10.3 (≈24% per month) versus the global average absolute monthly change of about 10.8% — roughly double the baseline volatility.
Understanding Cost Per Lead benchmarks for All industries in Great Britain (a Facebook Ads benchmarks and country-specific ad costs lens) offers a clear picture of CPL variability, seasonality, and how this market’s industry ad performance compares to broader CPM analysis and CPC trends globally.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
Analyze Facebook ad performance
See which ads, audiences, and creatives drive results.
Spot creative patterns that affect ROAS.
Create reports without spreadsheets.
The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC may increase around early May and late August bank holidays as people travel or browse retail. Black Friday/Cyber Monday may raise retail CPMs in fashion, electronics, and online shopping. Late December typically has peak CPMs, so e-commerce budgets may need an earlier ramp-up.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
Compare cost benchmarks for Facebook advertising metrics.
Cost per click benchmarks across industries
Cost per thousand impressions across markets
Click-through rate benchmarks for Facebook Ads
Cost per lead benchmarks across markets
Cost per purchase benchmarks across industries
App install cost benchmarks