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 countries, Wellness & Holistic Health lead generation ran slightly pricier than the market, with a clear late-summer peak and bigger month-to-month swings than the global benchmark. Median Cost per Lead (CPL) for the category averaged $42.75 over the last 13 months, about 7% above the all‑industry global average of $39.83. Costs bottomed out in December 2024 ($33.39) and climbed steadily to a September 2025 high of $50.13 before easing into October–November. Volatility was a defining feature: the category’s average monthly move was roughly $5.04, sharper than the market’s $4.23. Standout moments included a steep December dip, a firming through Q2, and a decisive lift across August–September.
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 Wellness & Holistic Health across all countries compared to the global benchmark.
Wellness CPL started at $46.26 in November 2024, slid to the period low in December ($33.39, −28% month over month), then recovered through early 2025: January ($35.58), February ($42.88, +21%), and March ($38.81). Q2 held firm—April ($43.42), May ($41.02), June ($46.31)—followed by a July breather ($39.90, −14%). From there the category accelerated: August ($47.02, +18%) and the cycle peak in September ($50.13). The year closed on a mild downtrend: October ($46.09) and November ($44.99), ending about 3% below the November 2024 starting point.
Across the full period, CPL ranged from $33.39 to $50.13—a $16.74 spread, or roughly 39% of the category average. The second half of 2025 (July–November) averaged $45.63, about 10% higher than the first half (January–June) at $41.34, underscoring a pronounced late-year cost lift.
The pattern showed a soft December, a Q1 rebuild, and a sturdy Q2 plateau before a pronounced late‑summer/early‑fall crunch. July’s pullback gave way to a two‑month surge, culminating in September’s high. Performance typically tightens through late Q3 and early Q4 as competition rises; here, the strongest costs clustered in August–September, with only a modest easing into October–November rather than a full cooldown.
Wellness & Holistic Health CPLs sat above the all‑industry global benchmark in 10 of 13 months. The typical premium ranged from about 5% to 15%—for example, +11% in November 2024, +15% in April, +13% in June, and +7% in August—narrowing to near parity in May (+0.5%). The category briefly undercut the market in December 2024 (−16%), January 2025 (−0.4%), and July 2025 (−5%).
Momentum diverged late in the period: from January to September 2025, the global all‑industry CPL rose 33%, while Wellness climbed 41%. In November 2025, the market saw a sharp drop to $28.58 (−37% month over month), whereas Wellness eased only 2% to $44.99—leaving the category 58% above the benchmark that month and highlighting its comparatively steadier late‑year pricing.
Facebook Ads benchmarks for Cost per Lead show Wellness & Holistic Health running modestly above market across all countries, with a December low, a Q2 plateau, and a pronounced August–September peak. Understanding cost-per-lead trends for the Wellness & Holistic Health industry across all countries helps teams gauge category pricing pressure against global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Wellness & Holistic Health industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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