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Facebook Ads Cost Per Lead Benchmarks in United States

See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type

Cost Per Lead in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-lead benchmarks: United States vs global

This analysis looks at cost per lead (CPL) trends for industry All industries available and target country United States compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • The United States ran consistently above market: average CPL $37.80 vs global $35.81 (+5.6%).
  • Highs and lows: US peaked in July 2025 at $43.46 and hit a low in September 2025 at $21.53 (range $21.93). Global peaked in November 2024 at $41.58 and bottomed in September 2025 at $20.63.
  • Seasonality stands out: costs rose in Q4 (notably November), eased in January, recovered in late Q1–Q2, and dipped sharply in September 2025 across both series.
  • Volatility: average month-to-month move was $4.94 in the US vs $4.50 globally. Biggest US jump came in November 2024 (+$9.90), and the largest drop in September 2025 (−$16.51).
  • From first to last month, US CPL fell 37.7% (September 2024 to September 2025), in line with the global −37.3%.

United States CPL overview (All industries)

  • Average: $37.80 across 13 months.
  • High: $43.46 (July 2025); Low: $21.53 (September 2025).
  • Notable spikes/dips:
  • October → November 2024 surged from $32.78 to $42.67 (+30%).
  • January 2025 eased to $36.36 after December’s $41.73.
  • July 2025 reached the period high ($43.46), then dropped to $38.04 in August and $21.53 in September.
  • Volatility: average monthly change $4.94; median month-to-month moves were modest except for the November 2024 lift and the September 2025 dip.
  • Trend from start to end: $34.55 (September 2024) to $21.53 (September 2025), −37.7%.

Comparison to the global baseline

  • The US was above the global median every month, typically by 2%–12%. The widest gap appeared in July 2025 (US $43.46 vs global $38.67, +12.4%).
  • Averages: US $37.80 vs global $35.81 (+5.6%).
  • Peaks and troughs:
  • Both series climbed into November (US $42.67; global $41.58) and softened in January.
  • Both showed mid-year firmness (April–July), with the US notably higher in June–July.
  • Both dropped sharply in September 2025 (US −$16.51; global −$16.40 month over month).
  • Volatility: US (+$9.90 up-move in November; −$16.51 down-move in September) was somewhat more volatile than the global series (average monthly move $4.50; largest drop −$16.40).

Seasonal patterns to note

  • Q4 lift: Costs typically increase in November (holiday period pressure), then moderate in January.
  • Early-year oscillation: February rebounds after January softness; March often eases again.
  • Late spring to midsummer strength: April–July remained elevated, especially in the United States.
  • September reset: A pronounced dip closed the period for both the US and global benchmarks.

Understanding cost-per-lead benchmarks on Facebook Ads in industry All industries available and United States helps advertisers make more efficient budget and creative choices.

Understanding the Data

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 States, advertisers often face higher costs due to high competition and purchasing power. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

What is considered a good cost per lead on Facebook in 2025?

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.

Why is my CPL higher than industry averages?

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.

Does campaign objective impact CPL?

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.

How can I generate leads at a lower cost without hurting lead quality?

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.

Should I optimize for leads or conversions if my goal is pipeline growth?

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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