Facebook Lead Ads Benchmarks — Latest Available Data (Checked July 2026)
Facebook Leads: $27.66 CPL (+20.94%), 7.72% CVR. Costs rising—test creative constantly. Lead Gen Forms convert 5x better.
Updated July 2026. Straight talk on the date: WordStream/LocaliQ has not published a 2026 Facebook edition — we checked on July 19, 2026. The figures below are from the 2025 study (data window April 2024 – June 2025), the newest credible segmented Meta lead-ads dataset. We'll refresh when the 2026 edition lands, expected August–October 2026.
Meta Ads · Leads
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 2.59% |
| CPC | $1.92 |
| CVR | 7.72% |
| CPL / CPA | $27.66 |
What the numbers mean
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.
Year-over-year change
CPL up 20.94% YoY, CVR down from 8.67%
How to act on this
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.
Source: WordStream by LocaliQ, 2025 edition (726 US leads-objective campaigns, April 2024 – June 2025) — confirmed most recent edition as of July 19, 2026; no 2026 edition exists yet.