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
Cost Per Lead (CPL) for Facebook Ads across all industries in Great Britain traced a volatile year—swinging between sharp spikes and unusually low troughs—while the global benchmark moved in a steadier arc. The United Kingdom’s market opened high in November 2024, surged again in February 2025, then slid through autumn to a notably low November 2025. Despite those swings, the full-period average CPL in Great Britain essentially matched the global average, masking very different month-to-month dynamics.
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.
Across November 2024 to November 2025, Great Britain’s CPL averaged about 39.9, nearly identical to the global average of 39.8. The range tells the real story: Great Britain peaked at 66.58 in February 2025 and troughed at 9.31 in November 2025—a 7x swing. By comparison, the global series ran tighter, from 47.62 at its September high to 28.58 in November.
The period began elevated at 59.18 (November 2024), dropped to 27.60 in December, then surged to the annual high in February (+141% vs. December). Spring stabilized in the low 40s (March–May), followed by a mid-year cool-off in June–July (36.0 and 32.27). August rebounded to 53.46 before a steady descent brought CPL to 26.89 in October and then to the year’s low of 9.31 in November. From the first month to the last, Great Britain’s CPL declined roughly 84%.
Volatility stood out: average month-to-month movement was 14.2 points in Great Britain, versus 4.23 globally, underscoring a more turbulent local market.
The rhythm split into clear chapters. Winter was whipsaw: a steep December dip followed by a strong Q1 lift, with February as the high-water mark. Spring held steady around the low 40s, then early summer softened, consistent with seasonal easing. August brought a late-summer rebound, but the autumn period turned markedly cheaper, culminating in an unusually low November—a sharp contrast to the tighter late-year pattern seen in the global series.
While averages aligned, Great Britain oscillated above and below the global benchmark. It ran above market in six of 13 months (notably +65% in February), and below in seven months (as low as −67% in November). The gap narrowed to roughly 8% in April–May, widened materially in late Q1 and again in late Q4.
The global pattern rose steadily into September (+33% from January) before slipping to November (−40% from September). Great Britain’s path was choppier: a Q1 surge, mid-year moderation, then a pronounced late-year slide. Range in Great Britain (about 57 points) was roughly triple the global range, reflecting more volatile country-specific ad costs.
Understanding Facebook Ads benchmarks for Cost Per Lead across all industries in Great Britain highlights how CPL performance diverged from steadier global trends—an essential view of country-specific ad costs and industry ad performance within broader Facebook Ads benchmarks.
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.
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