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October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Wellness & Holistic Health industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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