See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Main story: Great Britain’s cost per lead (CPL) for All industries ran below the global benchmark on average, but the year tells a tale of two halves — a volatile second half of 2025 with big spikes, then a dramatic collapse and low plateau through spring 2026. 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.
Starting in June 2025 at about 43.89, Great Britain’s median CPL finished June 2026 near 18.39 — a decline of roughly 58% from start to finish. Across the 13-month window the GB average CPL was about 38.0 versus a global baseline average near 45.6, so Great Britain trailed the global benchmark by roughly 17% overall.
Highs and lows are stark: the peak was £58.48 in December 2025, and the trough was £16.59 in April 2026 (values rounded). Major month-to-month moves include a December 2025 surge (+49% vs November), a February 2026 lift (+22% vs January), and then a sharp March 2026 collapse (−69% vs February). Volatility in Great Britain was material — average absolute month-to-month swings were about 19.4% compared with roughly 7.5% in the global baseline.
The second half of 2025 shows Q3–Q4 spikes interspersed with pullbacks: a September lift (to ~51.5) was followed by softer October–November, then a pronounced December spike. Early 2026 began with elevated CPLs again (January–February), but the seasonal rhythm breaks in March with a rapid drop into a low, steady band from March through June 2026 (roughly £16.6–18.4). The pattern reads like a high-competition Q4 into a choppy early Q1, then an abrupt normalization and low-cost plateau in spring.
Relative to the global baseline, Great Britain oscillated between modest outperformance and large underperformance. At its narrowest gap GB was essentially at parity (June 2025 ~+1.7% vs global); it exceeded global levels noticeably in December 2025 (+29%) and February 2026 (+8.5%). Conversely, the largest deficits were in March–May 2026, when GB trailed global CPLs by roughly 58–65% (March −64.7%, April −59.4%, May −58.1%). Overall the GB series was materially more volatile and choppier than the global trend.
Understanding Facebook Ads cost per lead benchmarks for All industries in Great Britain provides a clear read on seasonal spikes, mid‑year normalization, and country-specific ad costs — useful context when comparing CPL, CPC trends, CPM analysis, CTR performance, and broader industry ad performance in Great Britain.
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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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:
Average cost per click benchmarks across industries
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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