See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Wellness & Holistic Health lead costs ran a touch above the market for most of the year, building steadily into late Q3 and holding elevated through Q4 before a sharp reset in January 2026. Across all countries, cost per lead (CPL) for this industry averaged about $42.72 over the period versus a $40.99 global benchmark—roughly 4% higher—paired with more pronounced month-to-month swings. The standout moments were a September peak at $50.06 and an abrupt drop to $31.31 in January 2026, underscoring a year that ended on a cost trough after months of elevated spend. 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.
The year opened at $34.86 in January 2025 and climbed to $46.62 by December, before falling to $31.31 in January 2026. The high point hit $50.06 in September; the low was January 2026’s $31.31. Over the 13-month span, CPL averaged $42.72, ranging $18.75 from trough to peak.
Monthly moves tell the momentum: a sharp lift from January to February (+$7.60), a mid-year push from July to August (+$6.58), and the steepest single-month slide from December to January 2026 (–$15.31). Average absolute volatility was $4.78 per month, meaning Wellness & Holistic Health CPLs were choppier than the broader market.
Seasonality was clear. Average CPL rose quarter by quarter through 2025:
The peak formed late in Q3 (September), and costs remained elevated across Q4—easing slightly in October, ticking up in November, and cooling in December—before a pronounced January reset. The rhythm reflects a year that gradually tightened into the back half, then loosened suddenly at the start of 2026.
Compared with the global benchmark across all industries, Wellness & Holistic Health carried a modest premium most of the year. In 2025, the category averaged $43.67 versus $41.53 globally (+5%). The widest premiums appeared in March (+16% vs. market), April (+11%), and December (+10%). The category dipped below market sporadically—January 2025 (–1%), July (–3%), October (–2%), and January 2026 (–9%).
Volatility was also higher than the benchmark: average monthly movement of $4.78 in Wellness & Holistic Health versus $3.52 globally—about 36% more volatile. Trend-wise, CPL for the category rose more steeply through 2025 (+34% from January to December) than the global baseline (+20% over the same span), then fell more sharply into January 2026.
Facebook Ads benchmarks for cost per lead show Wellness & Holistic Health across all countries running slightly above market with more pronounced monthly swings—rising into late Q3/Q4 and resetting in early Q1. For marketers tracking industry ad performance, these CPL trends sit alongside broader Facebook Ads benchmarks that include CPC trends, CPM analysis, CTR performance, and country-specific ad costs, offering a clear lens to compare Wellness & Holistic Health against the global pattern.
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.
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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:
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