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
Wellness & Holistic Health lead costs spent the year moving in wider arcs than the broader market. Across all countries, Cost Per Lead (CPL) averaged $42.55 for the category versus a $40.94 global all‑industry benchmark — roughly 4% higher — yet the path was choppier. December 2024 marked a sharp trough before a climb that crested in September 2025, then eased into October. Volatility was consistently higher than the global baseline, with several standout 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 compared to the global benchmark.
The period opens at $46.31 in November 2024 and closes at $45.08 in October 2025, a modest 2.7% decline end to end. Within that near‑flat finish, the category traversed a wide range: a low of $33.44 in December 2024 and a high of $50.14 in September 2025 — a 50% lift from trough to peak. Average CPL for the year settled at $42.55.
Monthly movements were pronounced. CPL fell 27.8% from November to December, rebounded 20.3% into February, dipped 9.3% in March, then rebuilt through April and June. July pulled back 13.9% before a late‑summer surge: +17.2% in August and a final push to the September high. The average absolute month‑over‑month move was $5.5, indicating a livelier cadence than the market.
Seasonality split into three chapters: a surprise low in December (often a competitive period), a gradual Q1–Q2 rebuild, and a late Q3 zenith. December was the softest month for lead costs at $33.44, January stayed subdued at $35.67, and momentum returned through spring, reaching $46.52 by June. After a July cooldown at $40.07, late‑summer intensity carried CPL to $46.95 in August and $50.14 in September, easing to $45.08 in October. The rhythm suggests a market that cools quickly, then rallies strongly, particularly in late Q3.
Compared to the global Facebook Ads benchmarks, Wellness & Holistic Health showed a higher and more volatile CPL profile. The category ran above the global benchmark in 9 of 12 months. The gap was widest negative in December (−16% versus global), then flipped strongly positive in March (+17%). At its narrowest, October’s CPL was essentially equal to the market (near 0% difference). While the global benchmark climbed steadily across the year (+8.7% from November to October), the category’s end‑to‑end trend was flatter (−2.7%) but with sharper month‑to‑month swings: $5.5 average monthly change versus the global $3.2.
In summary, Facebook Ads Cost Per Lead benchmarks for Wellness & Holistic Health across all countries show a slightly higher‑than‑market CPL, materially greater volatility, and a distinctive late‑summer peak. For teams tracking CPL alongside CPC trends, CPM analysis, and CTR performance, this global view of country‑specific ad costs anchors expectations for Wellness & Holistic Health industry ad performance against the worldwide benchmark.
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.
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