See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Cost per lead in Great Britain ran hotter and choppier than the global benchmark, with a sharp Q1 surge, a spring trough, and a decisive Q4 run-up capped by a December spike. The year opened high, cooled through June, then rebuilt momentum into the holidays. Volatility stood out: monthly swings in Great Britain were roughly double the global cadence, with February and December emerging as the defining peaks.
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.
For 2025, Great Britain’s median Facebook Ads cost per lead averaged 46.38, versus 41.53 globally—about 12% higher. The range was wide: from a June low of 36.19 to a February high of 63.80, a 27.6-point span. January started elevated at 50.65, jumped 26% in February, then retraced 32% in March and slid to the June trough. From there, CPL climbed steadily: +20% from August to September (39.17 to 47.05), stabilizing in October–November (~48.0) before a strong December finish at 60.28. Entering 2026, CPL reset lower to 41.27 in January (−32% month over month), bringing the 13‑month average to 45.98.
Volatility in Great Britain averaged about 6.0 points month to month across 2025, nearly twice the global benchmark’s 3.1. The global series moved in smaller, steadier steps, peaking in October (48.83) after a gradual rise from a March low (33.43).
The rhythm was classic but amplified. Q1 was elevated in Great Britain (52.57 on average), led by February’s spike. CPL softened through Q2, bottoming in June (Q2 average 38.76). Q3 marked a rebuild (41.96), with a pronounced September lift. Q4 accelerated further (52.23), culminating in the December peak. Globally, the seasonal arc was more measured: Q1 (36.20) to Q2 (39.23) to Q3 (44.21) to Q4 (46.49), with a modest dip in December that Great Britain did not mirror.
This aligns with typical seasonal behavior seen in CPM analysis and CPC trends, where competition and budgets intensify into Q4. Here, CPL mirrored that pressure more forcefully in Great Britain, while January 2026 reflected the common early‑Q1 reset.
Across 2025, Great Britain’s CPL sat about 12% above the global average. The gap was widest in February (+59% vs. global) and December (+43%), but Great Britain actually ran below global in much of late spring and summer: −2% to −12% from May through October, with the deepest discount in June (−12%). November was nearly at parity (+0.2%).
Trajectory differed as well. The global line rose steadily (+21% from January to December), whereas Great Britain moved in waves: +26% in February, −43% from February to June, +34% from June to November, then +24% into December. The annual range in Great Britain was ~79% wider than the global range (27.6 vs. 15.4), underscoring more volatile country-specific ad costs despite a similar seasonal outline.
Taken together, Facebook Ads benchmarks show that cost-per-lead for all industries in Great Britain ran higher and more variable than the global norm—surging in Q1, troughing in Q2, and finishing with a strong Q4 spike before a January reset. Understanding Facebook Ads cost-per-lead benchmarks for all industries in Great Britain helps contextualize CTR performance, CPC trends, and broader industry ad performance against global 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.
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