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
The headline for cost per lead in Great Britain is a story of near-parity with the world on averages, but a far choppier ride to get there. Across all industries, Great Britain’s median monthly CPL averaged 41.12 during the period, essentially in line with the global benchmark at 40.94. Yet the path swung from a December trough to a February peak, eased steadily into midyear, then spiked in late summer before ending the period notably softer. The market began at 50.44 in November 2024 and closed at 27.08 in October 2025, a 46% decline, even as the global series trended upward.
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.
Great Britain’s CPL traced a rollercoaster: 50.44 (Nov) plunged to the period low of 23.51 (Dec), then surged to the high of 66.70 in February—nearly triple December’s level (+184%). From that February peak, costs eased: 42.10 (Mar), 40.82 (Apr), 37.49 (May), and 35.99 (Jun), reaching 31.29 in July (−53% from the peak). A sharp August rebound to 51.20 (+64% vs. July) gave way to 37.74 in September and 27.08 in October.
Key monthly moves included December’s steep drop (−47% vs. Nov), a January rebound that more than doubled December, and the late-summer jump in August. The cadence contrasts with the global curve, which moved in measured steps.
Seasonality shows through: performance softened sharply in December, rebounded through early Q1 with a February apex, then moderated through Q2 into July. A late-summer lift in August interrupted the downtrend, followed by a return to softer levels into October. In the global series, CPL typically climbed from spring toward late Q3, with September the high watermark and a slight pullback in October—consistent with rising competition into the second half.
From a half-year view, Great Britain averaged 45.4 in H1 2025, then eased to 36.8 across July–October. Globally, the pattern inverted: 38.3 in H1 rose to 45.1 in July–October.
Relative to Facebook Ads benchmarks worldwide, Great Britain alternated between premiums and discounts:
The narrowest gap came in April (+6% vs. global). The widest premium appeared in February (+66%), while the deepest discounts surfaced in December (−41%) and October (−40%). Directionally, the global line rose from November to October (+9%), whereas Great Britain declined over the same span (−46%), highlighting a more volatile and counter-cyclical local pattern in country-specific ad costs.
Understanding Facebook Ads cost per lead benchmarks for all industries in Great Britain—set against the global baseline—clarifies CPL trends, seasonal rhythm, and volatility. This CPL-focused view complements broader Facebook Ads benchmarks across CPM analysis, CPC trends, and CTR performance, helping teams situate Great Britain’s all-industry lead-gen costs within worldwide patterns.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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