Facebook Ads Cost Per Lead Benchmarks in United Kingdom

Introduction

Cost per lead for all industries in Great Britain ran hotter and swung harder than the market this year. The median CPL averaged about 43.21 across December 2024–December 2025, roughly 8% above the 40.06 global benchmark. The story features a sharp Q1 surge, a midyear cooldown, and a late‑summer flare before easing into year‑end. Volatility was the standout: month‑to‑month moves in Great Britain were more than double the global norm.

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.

The story in the data

• Starting point to finish: Great Britain opened at a low 29.78 in December 2024 and closed at 38.03 in December 2025, a 28% year‑over‑year rise. Over the same period, the global benchmark fell 15% (38.44 to 32.53).
• Highs and lows: The year’s low in Great Britain came in December 2024 (29.78). The peak hit in February 2025 at 65.28 — more than double the starting point and the clearest outlier.
• Average level: Great Britain averaged 43.21 vs. the global 40.06.
• Movement: Month‑to‑month changes in Great Britain averaged 8.3, versus 3.9 globally — a markedly more volatile path.

Key monthly shifts:

• A dramatic lift from December 2024 to January 2025 (+70%), followed by another jump into February (+29%).
• A sharp correction in March (−34% from February), then a gradual easing through July into the mid‑30s.
• A late‑summer spike in August back near 49.41, then a mixed autumn: up in October (49.21), softer through November (40.83) and December (38.03).

Seasonal and monthly dynamics

Great Britain’s CPL trend diverged from common year‑end discounting effects. December 2024 was unusually low, then Q1 tightened significantly, led by February’s high. Q2 marked the calmest stretch, with CPLs consolidating around the upper‑30s to low‑40s, bottoming in July (34.72). August brought a pronounced rebound, and Q4 hovered in the low‑to‑mid‑40s, finishing notably higher than the prior December.

Globally, CPLs were steadier early in the year, sat in the low‑40s through summer, lifted into September–October around 48, and then dropped sharply in December (32.53). The global curve shows a textbook late‑Q3/early‑Q4 lift and a pronounced year‑end dip; Great Britain echoed the autumn firmness but did not mirror the December trough.

Great Britain vs. Global

• Level comparison: Great Britain sat above market on 7 of 13 months. The widest premium was February (+64% vs. global). The deepest discount was December 2024 (−23% below global).
• Gap cadence: Q1 ran consistently above global (+30–64%). Q2 was near parity (slightly below by ~1%). Q3 stayed close to global levels, with August briefly above and September a modest −6% below. Q4 was near even, with October nearly aligned (+2%) and December ending +17% vs. the global drop.
• Volatility: Great Britain’s average monthly swing (8.3) was about 2.1x the global pattern (3.9), underscoring a choppier market for country‑specific ad costs.

Within Facebook Ads benchmarks, CPL offers the clearest read on cost‑per‑conversion, complementing broader CPM analysis and CTR performance. Here, Great Britain’s CPL trends show a market that ran slightly above global pricing on average, with outsized spikes in early Q1 and late summer, and a firmer finish than the global year‑end low.

Closing

Understanding Facebook Ads cost‑per‑lead benchmarks for all industries in Great Britain helps marketers gauge CPL trends, compare country‑specific ad costs, and contextualize industry ad performance against the global baseline.