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
Across all industries in the United States, Facebook Ads cost-per-lead (CPL) tracked consistently above the global benchmark throughout the period, with a steady build through spring and summer, a clear September crest, and a sharp pullback into November. The profile is seasonal and momentum-driven: choppy Q1, firmer Q2, elevated Q3, and a late-year reset. Volatility ran a touch higher than the global average, and September stood out as the high-water mark.
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 the United States compared to the global benchmark.
The United States started at a median CPL of $42.80 in November 2024 and ended at $30.74 in November 2025, a 28% decline across the window. The average CPL was $42.50, ranging from a low of $30.74 in November to a high of $51.21 in September — a $20.5 spread, roughly 48% of the annual average. Month to month, the biggest lift came in February (+$6.59 vs. January), while the steepest correction landed in November (−$17.49 vs. October).
Momentum built in stages: after a softer January ($36.75), CPL rebounded in February ($43.34) but dipped again in March ($35.95). From April through July, CPL climbed from $40.00 to $46.92, holding elevated in August ($46.41) before peaking in September ($51.21). A modest October pullback ($48.24) was followed by a pronounced November trough ($30.74). Average monthly swing (absolute change) measured $4.73 in the United States, compared with $4.23 globally, signaling somewhat sharper month-to-month shifts.
Seasonality is visible in the rhythm: Q1 was choppy, Q2 firmed, and Q3 was the strongest stretch (July–September averaged $48.18). September marked the annual high, followed by a typical late-Q3/early-Q4 moderation and a marked November reset. This mirrors broader Facebook Ads benchmarks where performance typically softens through Q4 as competition rises, with engagement and lead volume dynamics shifting and CPLs resetting into late Q4 and early Q1.
The United States ran above the global CPL in every month, averaging a 6.7% premium ($42.50 vs. $39.83). The monthly gap ranged from roughly 3% (November 2024) to 11% (July 2025). The premium held through the peak (September: $51.21 US vs. $47.62 global, +7.5%) and the trough (November 2025: $30.74 vs. $28.58, +7.6%). Both trends lifted into September and then reset: from April to September, the United States climbed 28% (to $51.21) vs. a 26% global rise; from September to November, both declined about 40%. Volatility was also slightly higher in the United States, with average monthly moves of $4.73 vs. $4.23 globally.
Overall, the United States showed consistent above-market CPLs across all industries, a pronounced late-summer peak, and a sharp November correction that echoes global seasonality — but with marginally higher levels and a touch more volatility throughout.
Understanding Facebook Ads cost-per-lead benchmarks for all industries in the United States helps frame country-specific ad costs, CPL trends, and industry ad performance relative to the global CPM/CTR/CPA landscape.
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.
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 (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
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.
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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