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July 2025 - July 2026
Detailed observation of presented 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.
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 Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early 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.
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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Cost per lead across different markets
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