See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
August 2025 - August 2026
Detailed observation of presented data
Across the period observed, Wellness & Holistic Health cost-per-lead (CPL) ran consistently above the global benchmark, with sharper swings and a dramatic mid-year decline. 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.
Wellness & Holistic Health CPL began at about $49.43 in July 2025 and closed the series at $34.75 in July 2026 — a roughly 30% decline year-over-year for the same month. Over the full 13-month window the industry median CPL averaged about $57.76, peaking at $70.30 in February 2026 and troughed at $34.75 in July 2026. By contrast, the global baseline averaged roughly $44.10 over the same months, with a high near $53.22 (February 2026) and a low of $20.82 (July 2026).
Magnitude and volatility stand out: Wellness CPL ranged roughly $35.56 from high to low, while the baseline range was about $32.39. Monthly moves for the Wellness vertical averaged an absolute change near $9.27 — nearly double the baseline’s average monthly swing (~$4.69). Notable spikes include a jump into December 2025 (≈$66.92) and the series-high in February 2026 (≈$70.30). The biggest single monthly swing occurred into July 2026, when CPL dropped about 40.7% month-over-month.
The rhythm shows elevated CPL through late Q4 into Q1, with Wellness CPL climbing into December and peaking in February, then settling into mid-60s and high-50s through spring. A pronounced summer decline culminates in July 2026, where both industry and baseline hit lows. The baseline also shows a similar seasonal trough into July, but the baseline’s low point is proportionally deeper relative to its own range.
Winter months (Dec–Feb) displayed higher absolute CPLs, while late spring into early summer saw a gradual easing before the abrupt July drop. These month-to-month dynamics create a pattern of rises into Q4/Q1 and a sharp contraction by mid-summer.
Across the year Wellness & Holistic Health CPL ran above market: the industry average (~$57.8) was about 31% higher than the global baseline (~$44.1). At its narrowest, the gap tightened in months like April–June where differences were smaller; at its widest (July 2026 baseline vs. Wellness), wellness CPL remained roughly 67% above the baseline low. Volatility was materially higher for Wellness: roughly twice the baseline’s monthly variability, indicating more pronounced swings in cost-per-lead for Wellness & Holistic Health versus the global average.
Understanding cost-per-lead benchmarks for Wellness & Holistic Health across All countries available — and how they compare to global CPL trends — clarifies seasonal peaks, volatility, and the notable mid-year contraction in CPL for this industry. This overview touches on Facebook Ads benchmarks, CPC trends, CPM analysis context, CTR performance analogs, country-specific ad costs, and industry ad performance for Wellness & Holistic Health in All countries available.
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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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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