See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Cost per lead in the United States ran consistently above the global benchmark across the last 13 months, tracing a familiar seasonal arc: a choppy Q1, a steady climb through summer, a cost peak in early Q4, and a sharp reset in December. The standout moments were a September–October plateau at the year’s high and a steep December pullback that closed the year well below the peak. Volatility in the United States was also a touch higher than the global pattern, suggesting more pronounced month-to-month swings in country-specific ad costs for all industries.
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.
For all industries in the United States, Facebook Ads cost per lead (CPL) averaged $42.28 from December 2024 through December 2025. The period opened at $40.47 (Dec 2024) and finished at $34.34 (Dec 2025), a 15% year-over-year decline. The high landed at $50.78 in October, while the low came in December at $34.34, setting a wide annual range of $16.44.
The narrative within the year was dynamic. January ($35.67) dipped from December, February jumped to $42.68 (+$7.01), and March retraced to $35.55 (−$7.13), marking a choppy Q1. From April ($38.77), CPL climbed steadily through summer—May ($40.98), June ($43.93), July ($43.63), and August ($44.54)—before spiking to $50.77 in September and holding at $50.78 in October. November eased to $47.60, and December reset sharply to $34.34. Month-to-month absolute movement averaged $4.27, signaling noticeable volatility.
The pattern reflects well-known Facebook Ads benchmarks seasonality for lead generation: softer engagement economics in early Q1, a gradual firming through spring and summer, and heightened competition into early Q4. The United States showed a pronounced late-Q3/early-Q4 lift, with CPL rising 31% from April to September and holding near the peak into October. The December pullback was abrupt—down 32% from October—mirroring an end-of-year cooldown often observed in lead-focused campaigns.
Relative to the global benchmark, the United States was consistently above market. The global average CPL over the same period was $40.06, placing the United States about 5–6% higher on average. The monthly gap ranged from a narrow $0.78 in January (+2%) to a wider $3.36 in July (+8%). Peaks were higher in the United States as well (October: $50.78 vs. global $48.41). Volatility was also slightly greater: average monthly swings of $4.27 in the United States versus $3.91 globally (~9% more volatile). Both markets shared a similar rhythm—build through summer, crest in September–October, and reset in December—with comparable Dec-to-Dec declines (United States −15%, global −15%).
As a snapshot of Facebook Ads benchmarks, this CPL analysis shows the United States running modestly above global levels, with a stronger late-year peak and a sharper December correction. Understanding cost per lead patterns for all industries in the United States—alongside broader CPC trends, CPM analysis, CTR performance, and country-specific ad costs—helps situate industry ad performance against the global benchmark.
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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