Jan 6, 2026
Facebook Lead Ads Benchmarks 2025
2.59%
CTR
$1.92
CPC
7.72%
CVR
$27.66
CPL/CPA
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Year-Over-Year Change
CPL up 20.94% YoY, CVR down from 8.67%
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Facebook Lead campaign costs rose 20.94% to $27.66 CPL while conversion rates declined from 8.67% to 7.72%. This efficiency decline reflects increased competition and the ongoing impact of iOS 14 signal loss (88-96% opt-out rates). Despite rising costs, Lead Gen Forms still significantly outperform landing pages due to reduced friction from auto-filled data. The key to maintaining efficiency: aggressive creative testing to combat rising costs and algorithmic changes.
Test creative aggressively—rising costs require constant iteration. Use Lead Gen Forms over landing pages for 5x better conversion rates. Implement Conversions API to recover iOS 14 signal loss. Qualify leads with custom questions to maintain quality despite easy form submission.
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Data Source
WordStream
Data Year & Month
2025-06
Sample Size
726 campaigns