See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The headline: Wellness & Holistic Health cost-per-lead (CPL) ran meaningfully above the global benchmark and showed a choppy, winter-peaking rhythm. 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.
From June 2025 to June 2026 the aggregated Wellness & Holistic Health CPL averaged about $59.6 per lead, starting at $57.66 (June 2025) and finishing at $62.08 (June 2026) — a net rise of roughly +7.6%. The year’s high came in February 2026 at $70.30; the low was July 2025 at $49.38. Month-to-month movement was notable: the data recorded a median absolute change of roughly $7.35 per month, highlighting real friction in lead costs.
By contrast, the global baseline CPL averaged ~$45.6 across the same period. The Wellness vertical typically ran about 30% higher than that baseline overall. Month-by-month the gap ranged widely: the narrowest margin appeared in November 2025 (~+6% above baseline), while the widest gap was June 2026 (~+77% above baseline), driven by a sharp baseline dip as much as by sustained Wellness pricing.
Seasonality showed a late-year to early-year lift: costs softened in mid-summer (the July low) then climbed into a winter peak (December spike at $66.66 and the February apex at $70.30). The calendar shows a rhythm of softer mid-year activity, a Q4 uptick capped by a December surge, and a pronounced spike in early Q1. April 2026 briefly eased to $56.74 before rebounding into May/June. Volatility clustered around November–February and the December–February window showed the steepest swings.
These CPL patterns sit alongside broader Facebook Ads benchmarks such as CPC trends and CPM analysis: cost layers across paid channels can amplify or mute lead-cost seasonality, and interplay with CTR performance and country-specific ad costs shapes the observed industry ad performance curve.
Aggregated across All countries available, Wellness & Holistic Health was consistently below or above the global baseline depending on month — but predominantly above. On average the vertical was about +30% relative to the baseline; month-to-month differences ranged from roughly +6% to +77%. Volatility in the Wellness series was roughly double the baseline’s monthly movement (≈$7.35 vs ≈$3.47), making it a more reactive vertical in this window.
Understanding Facebook Ads cost-per-lead benchmarks for Wellness & Holistic Health across All countries available clarifies seasonal peaks, volatility, and how this industry’s country-specific ad costs compare to 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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