See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The headline: Wellness & Holistic Health campaigns ran consistently above the global Cost Per Lead (CPL) benchmark over the last 13 months, with steady momentum punctuated by sharp monthly swings. 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 in All countries available compared to the global benchmark.
Across June 2025–June 2026 the Wellness & Holistic Health Cost Per Lead averaged about $59.7, starting at $57.6 in June 2025 and finishing slightly higher at $59.4 in June 2026 — a modest +3.1% lift from start to finish. The monthly high landed in February 2026 at roughly $70.0, and the low was July 2025 at $49.5, giving a full-range swing of about $20.4.
By contrast the global (baseline) CPL averaged roughly $44.4 over the same window. The baseline’s own pattern was more jagged: it peaked near $53.8 in February 2026 and collapsed to an outlier low of $18.4 in June 2026. On average, Wellness & Holistic Health CPLs sat about 34% above the global benchmark across the period.
Volatility was notable. Wellness CPLs moved an average absolute $7.1 month-to-month (about 12% of the mean), compared with average monthly moves of roughly $4.8 for the global baseline — making Wellness & Holistic Health materially more variable than the market benchmark.
The rhythm shows a Q4 uplift and a strong early‑year peak. December 2025 recorded a near-term spike to ~$66.1, followed by a sustained high period through February 2026 that culminated at ~$70.0. Spring months (March–April 2026) saw a pullback into the mid‑$50s–$60s before stabilizing around the high‑$50s by May–June.
The global baseline behaved differently: a steady mid‑range band through most months with two pronounced moves — a February uptick and an abrupt drop into June 2026. That June baseline trough is an outlier relative to the preceding pattern and magnifies the relative gap in the final month.
Measured against the global benchmark, Wellness & Holistic Health was consistently above market. The gap ranged from narrowest in November 2025 (about 6% above baseline) to widest in June 2026 (roughly 223% above baseline), the latter driven by the baseline’s sudden collapse to $18.4. Typical monthly gaps sat between ~10% and ~45% for most months, with the Wellness vertical trailing only in the sense of being above average cost levels rather than undercutting them.
Framing with ad-metrics keywords: these Cost Per Lead trends intersect with broader Facebook Ads benchmarks and country-specific ad costs dynamics — a higher CPL profile for Wellness & Holistic Health compared with baseline averages, with more pronounced monthly noise than the market. While CPC trends, CPM analysis, and CTR performance describe other facets of the funnel, the CPL here tells a clear story about lead-cost pressure and variability in Wellness campaigns across All countries available.
Understanding Cost Per Lead benchmarks for Wellness & Holistic Health across All countries available helps advertisers contextualize industry ad performance and compare campaign cost patterns to global Facebook Ads benchmarks and country-specific ad costs.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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